How Likes and Views Shape Buying Choices in Mobile Social Commerce Platforms
Published on: Aug. 12, 2025, 8:41 a.m. | Source: Devdiscourse
The study by Copenhagen Business School and Renmin University of China shows that likes trigger concrete, detail-focused thinking while views evoke abstract, big-picture thinking, influencing purchase decisions in mobile social commerce. Matching paratext type with social distance, likes from friends or views from the crowd significantly boosts persuasion and buying intent.
