MOBILE COMMERCE AND SOCIAL NETWORKS

C.ARCHANA III B.COM NPR Arts and Science College, Dindigul.

K.PRIYADHARSHINI III B.COM NPR Arts and Science College, Dindigul.

Abstract. In the recent year’s e-commerce have been used drastically with the help of many
competition in the modern economy. Mobile networks helps to connect the whole world in a
single place moreover it is available to everyone at every place. Mobile commerce, or m-
commerce, has emerged as a major force in the retail sector as a result of the rapid growth of
smartphones and the broad adoption of social media platforms. In order to better understand
how social media platforms are influencing consumer behaviour, marketing tactics, and
business models, this article will examine the symbiotic relationship that exists between m-
commerce and social networks. This is made possible by social networks inherent
personalization and interconnectedness. The study also looks at the benefits and problems
that this convergence presents, such as the requirement for seamless user experiences, privacy
concerns, and the possibility that social networks could develop into all-encompassing
commerce ecosystems.
Keywords
Mobile commerce, rapid growth, media platform, social network.

Introduction.
The buying and selling of goods and services through wireless handheld devices, including
smartphones and tablets, is known as mobile commerce, or m-commerce. Due to the
widespread use of mobile gadgets, the retail environment has undergone a significant
transformation, increasing accessibility and convenience of purchasing. Social networks have
become effective tools for community development, content exchange, and communication at
the same time. With billions of users, social media sites like Facebook, Instagram, and
Twitter have developed past their initial social functions and are now essential to how
companies interact with their clientele. These platforms provide businesses unequal chances
to connect with specific audiences, cultivate clientele, and sway consumer behaviour through
social media and advertising.
A fresh approach in the customer journey has been brought about by the merging of m-
commerce and social networks. Social media now not only directs customers to m-commerce
sites but also speeds the entire purchasing process, from discovery to purchase. Due to this
convergence, social media platforms are becoming the platform for social commerce, which
eliminates the distinction between browsing and purchasing.

Objective.
This study examines the evolving interaction between social networks and mobile commerce,
examining how this integration is influencing retail's future. This study aims to offer insights
into the opportunities and problems that businesses have in harnessing social networks to
strengthen their m-commerce strategies through an examination of current trends, case
studies, and consumer behaviour.

Mobile Commerce
The purchasing and selling of goods and services using mobile devices, like smartphones and
tablets, is known as mobile commerce, or m-commerce. Customers can do transactions, make
payments, and access services straight from their mobile devices with this particular type of
e-commerce.
Among the essential elements of mobile commerce are:
1. Mobile Shopping: Using mobile apps or websites that are optimized for mobile devices to
shop for goods or services.
2. Mobile Payments: Using mobile banking apps or mobile wallets (like Apple Pay and
Google Pay) to make payments.
3. Mobile Banking: Using mobile devices to manage bank accounts, transfer money, and
access other financial services.
4. In-App Purchases: Buying extra features or content straight within mobile applications.
Users can enjoy a seamless and convenient buying experience thanks to mobile commerce,
which takes advantage of the common use of mobile devices.

Role Played By Social Network In M-Commerce

Social networks rely on their large user base, interaction features, and integrated technologies
to dramatically increase mobile commerce (m-commerce). Social networks facilitate mobile
business in the following ways:
1. Direct Sales Channels: Shopping capabilities have been added by social media sites
including Facebook, Instagram, and TikTok, enabling companies to conduct direct sales on
their platforms. Mobile shopping is quick and easy with users being able to browse, click on
product links, and finish purchases all within the app.
2. Targeted Advertising: Social networks gather an immense amount of user data, which
companies use to make customized advertisements. Because these advertisements are mobile-
friendly, customers may buy things right from their phones. Advertisements can be targeted
based on geography, interests, activity, and demographics using platforms like Facebook and
Instagram, which increases the possibility of a sale.
3. Influencer Marketing: Social media influencers promote goods to their followers by
frequently posting links or coupons that take users to mobile-friendly online stores. Because
followers may trust their suggestions and make quick smartphone purchases, their influence
contributes to the growth of mobile commerce.
4. Reviews and Social Proof: Social network user-generated content, reviews, and
comments serve as social proof, encouraging other users to make purchases. Users tend to
purchase products on their mobile devices more frequently when they see friends or preferred
influencers utilizing them.
5. Customer Interaction and Engagement: Social networks give businesses the opportunity
to interact with customers directly through live chats, messages, and comments. Businesses
are able to respond to consumer inquiries, offer assistance, and encourage purchases.

Five Attributes of M-Commerce

1. Ubiquity: As long as a user has access to a mobile device and an internet connection, they
can conduct transactions through m-commerce at any time or location. One of the biggest
benefits of m-commerce is its continuing accessibility.
2. Customization: Platforms for mobile commerce can provide highly customized
experiences depending on the location, past purchases, preferences, and behaviour of the
user. Examples of this include customized marketing messaging, focused ads, and suggested
products.
3. Convenience: M-commerce makes life easier for consumers by allowing them to swiftly
and simply browse, shop, and pay for goods and services via their mobile devices. Websites
and mobile apps are designed with one-click purchases, safe payments, and rapid navigation
in mind.
4. Location-Based Services: To give consumers relevant offers and information, mobile
commerce frequently makes use of GPS and location-based services. This can include
proximity-based alerts (like GPS tracking) and location-specific promotions and store
availability.
5. Security: One of the most important aspects of m-commerce is security. M-commerce
guarantees safe and secure transactions for consumers with features like secured payments,
secure digital wallets (like Apple Pay or Google Pay), and biometric verification (fingerprint,
facial recognition).

Future Trend in M-Commerce

The field of mobile commerce, or m-commerce, is expanding quickly and is predicted to do
so in the future as mobile technology advancements. The following are some significant
future trends that could influence the m-commerce industry:
1. Augmented reality (AR) and Virtual Reality (VR) : VR and AR Shopping Experiences-
Customers will be able to examine things in real-world settings through augmented reality
(AR), such as trying on clothing or determining how furniture will fit in their houses. With
VR, immersive virtual storefronts might be created that provide a more engaging purchasing
environment.
2. Voice Commerce: Voice-Activated Shopping- Voice-activated shopping is growing in
popularity as voice assistants such as Siri, Alexa, and Google Assistant become more
common. This trend is likely to continue, allowing customers to easily make transactions
using voice commands.
3. AI and Personalization: Hyper-Personalized Experiences- By anticipating user
preferences and making product recommendations based on unique likes and habits, AI-
powered algorithms will keep improving personalized shopping experiences. Personalized
promotions and dynamic pricing are examples of this.
4. 5G Technology: Smaller and More Efficient Transactions- The deployment of 5G will
improve mobile transaction speed and reliability, lowering delay and opening the door to
more complex m-commerce apps like real-time mobile customer support and high-definition
video shopping.
5. Cryptocurrencies and Mobile Wallets: Seamless Payments- More customers should use
mobile wallets for their transactions as mobile payment options like Apple Pay, Google Pay,
and Samsung Pay gain traction. Furthermore, cryptocurrencies might be used in m-commerce
as a more widely accepted form of payment.
6. Progressive Web Applications (PWAs): Better User Experience- Progressive Web Apps
(PWAs) combine the finest elements of native apps and mobile websites. Their usage in
mobile commerce is expected to rise since they load more quickly, function offline, and
provide a more seamless, app-like experience without the need for downloads. Consumers
demand a smooth shopping experience across many platforms and devices, which is why they
demand.
7. Omnichannel Integration: Unified Shopping Experiences- With improved integration
between online, in-store, and mobile channels, m-commerce should continue to grow and
provide consistency in product availability, pricing, and promotions.
8. Social Commerce Growth: Shopping via Social Media- Social commerce is expanding,
involving direct purchases made via social media platforms. It's anticipated that websites like
Facebook, Instagram, and TikTok will enhance their buying features so that consumers can
purchase without leaving the app.
9. Sustainability and Ethical Shopping: Eco-Friendly Practices- Consumers are becoming
more conscious of sustainability and seeking for products that are ethically and
environmentally sourced. It is probable that m-commerce platforms would prioritize the
promotion of sustainable items and activities, like delivery alternatives that are carbon
neutral.
10. Biometric Authentication: Enhancing Security- More people will employ biometric
authentication techniques like voice ID, fingerprint scanning, and facial recognition, which
will increase mobile transaction security and convenience.
11. Membership and Subscription Models: Repeated Revenue Models- The popularity of
subscription-based commerce, which provides exclusive member advantages or regular
delivery, is only going to increase. Mobile apps will probably be used by businesses to
effectively manage these subscriptions.
12. AI Chatbots and Virtual Assistants: 24/7 Customer Support- AI-powered chatbots will
advance in sophistication, offering personalized suggestions, responding to client inquiries,
and helping customers make purchases via mobile devices.
Payment Methods in M-Commerce
1. Mobile Wallets:
Examples: Paytm, Google Pay, PhonePe, Amazon Pay.
Through the usage of mobile wallets, users can quickly make payments by scanning QR
codes or choosing wallet alternatives at the register. They are a well-liked option for both
little and large transactions since they also provide cashback, discounts, and prizes to
consumers.
2. Credit and Debit Cards:
The payment gateway allows users to input their card information (number, expiration date,
and CVV) or store it for use in future transactions. Tokenization is another feature that many
apps provide, which increases security when using card payments.
3. Net Banking:
With net banking, customers can make payments straight from their bank accounts. Users are
taken to their bank's secure login page to finish the transaction during checkout. Even though
UPI and mobile wallets are more widely used, this approach is still available for bigger or
more conventional transactions.
4. Buy Now, Pay Later:
Examples: Paytm Postpaid, Simpl, LazyPay, ZestMoney.
With BNPL services, customers can make purchases and pay for them over time in interest-
free or low-interest installments. Particularly among younger customers who might want
flexible payment choices, this strategy is becoming more and more popular.
5. Cash on Delivery (COD):
In m-commerce, COD is still a popular payment option, particularly in areas where there is
less confidence in digital payments. Online orders may be placed by clients, who can pay
with cash for their purchases when the items are delivered. Moreover, some businesses
provide card-on-delivery, which allows clients to use a POS terminal when their order is
delivered.
6. Emerging Cryptocurrency:
Examples: Ethereum and Bitcoin (although these are still relatively new to the mainstream of
m-commerce).
A few platforms are starting to take cryptocurrency payments, allowing users to make
payments via smartphone apps that process digital currencies. However, due to regulatory
obstacles and currency value volatility, m-commerce usage is still limited.
7. Subscription Services:
Examples: Spotify, Netflix, and Amazon Prime.
In m-commerce, subscription models are becoming more and more common. With these
models, consumers can pay for services on a monthly or annual basis by setting up recurring
payments through their mobile wallets, credit/debit cards, or UPI.

Conclusion
In summary, the combination of social networks and mobile commerce (m-commerce) is
transforming the way people shop. Social media sites are developing into effective one-stop
shops where customers can easily find, engage with, and buy goods. The growth of m-
commerce has become dependent on social networks due to the emergence of influencer
marketing, tailored purchasing experiences, and social proof.
In the future, functions like shoppable postings and live-stream shopping will further
merge social media with business. With this dynamic combination, retail promises to change
and become more convenient, community-focused, and engaging.

References
www.statista.com
www.emarketer.com
www.googlescholar.com