Consumer behavior in social media and its impact on e-commerce in Ukraine

Abstract

This study examines the interplay between social media-driven consumer behavior and e-commerce growth in Ukraine, addressing gaps in understanding how platform-specific strategies, trust dynamics, and digital risks shape purchasing decisions. Focusing on Ukraine’s evolving digital economy (2022 – 2023), the research adopts a mixed-methods case study approach to analyze five businesses: Must Have (Instagram), White Mandarin (TikTok), Local Artisans (Facebook Marketplace), Monobank YouTube/Instagram), and Kasta (Telegram chatbots). Quantitative data from 12 months of engagement metrics (likes, shares, conversions) and sales figures were triangulated with qualitative insights from 15 marketer interviews and a survey of 200 Ukrainian consumers. Results revealed TikTok’s dominance in engagement-driven sales (45% growth for White Mandarin via viral challenges), Instagram’s reliance on micro-influencers and user-generated content (35% sales increase for MustHave), and Facebook Marketplace’s utility for local transactions (25% sales growth for OLX Ukraine) despite lower trust scores (3.8/5). Regression analysis identified trust and engagement rates as key sales predictors, aligning with Social Influence Theory and Consumer Decision-Making frameworks. Recommendations for Ukrainian businesses include prioritizing nano-influencers for localized credibility, integrating shoppable AR features on TikTok, and adopting Facebook’s “Trusted Seller” badges to mitigate rural trust deficits. Policymakers should expand Diia City’s digital literacy programs to include social commerce training and enforce transparent influencer disclosure laws. The study underscores the need for crisis-responsive strategies, such as chatbot optimization for low-bandwidth environments, to sustain e-commerce resilience amid Ukraine’s infrastructural challenges. Future research should explore AI-driven personalization in niche sectors like agriculture and longitudinal analyses of wartime consumer behavior shifts.