Social Commerce in the Restaurant Industry: Exploring the Influence of Trust, Sociability, Customer Engagement, and FOMO on Purchase Intention

HRMARS - This study develops a comprehensive conceptual framework to examine the impact of social commerce on consumers’ purchase intention within Pakistan’s restaurant industry. Drawing on Trust Transfer Theory and Social Exchange Theory, the research investigates how key factors—source credibility, brand trust, and sociability—influence customer engagement and, ultimately, purchase intention. The study further incorporates customer engagement as a mediating variable and Fear of Missing Out (FOMO) as a moderating variable to provide a deeper understanding of consumer behavior in digital environments. With the rapid growth of internet penetration and social media usage in Pakistan, social commerce has emerged as a critical platform for interaction, information sharing, and transactional activities. This shift has transformed traditional e-commerce into a more interactive and relationship-driven ecosystem, where consumer decisions are influenced by peer interactions, reviews, and perceived credibility of information sources. The proposed model highlights the interconnected roles of trust, social interaction, and psychological triggers in shaping purchase intentions. It contributes to existing literature by integrating emerging digital constructs such as customer engagement and FOMO into the social commerce framework. From a practical perspective, the study offers valuable insights for marketers to design effective digital strategies that enhance engagement, build trust, and drive consumer decisions. However, the framework remains conceptual and requires empirical validation. Future research should employ quantitative methods to test the proposed relationships and expand applicability across industries and regions.