HRBUS84
Assignment 2 2025
Unique #:
Due Date: 31 July 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, LITERATURE REVIEW: THE ROLE OF SOCIAL PROOF IN THE CONSUMER
DECISION-MAKING PROCESS
TABLE OF CONTENTS
1. INTRODUCTION .................................................................................................... 3
2. UNDERSTANDING SOCIAL PROOF .................................................................... 3
3. CONSUMER DECISION-MAKING MODELS ......................................................... 4
3.1 Social Proof Across the Five Stages ................................................................. 5
3.2 Limitations of Traditional Models ....................................................................... 5
3.3 The Role of eWOM in Decision Confidence ...................................................... 6
4. KEY FACTORS INFLUENCING GEN Z’S DECISIONS ......................................... 6
4.1 Trust in Peer Reviews and User-Generated Content ........................................ 6
4.2 Influence of Social Media and Influencers......................................................... 7
4.3 Social Shopping and Interactive Platforms........................................................ 7
4.4 Perceived Credibility of the Source ................................................................... 8
4.5 Emotional and Psychological Drivers ................................................................ 8
5. KNOWLEDGE GAPS IN THE LITERATURE ......................................................... 9
5.1 Limited Focus on Gen Z in Developing Countries ............................................. 9
5.2 Underexplored Stages of the Decision-Making Process ................................... 9
5.3 Lack of Differentiation Between Types of Social Proof ................................... 10
5.4 Emotional and Psychological Mechanisms Are Understudied ........................ 10
5.5 Inadequate Attention to Trust and Misinformation ........................................... 10
5.6 Lack of Longitudinal and Causal Research ..................................................... 10
6. RELEVANT THEORIES AND THEORETICAL FRAMEWORK ............................ 11
6.1 Engel-Kollat-Blackwell (EKB) Model ............................................................... 11
6.2 Theory of Planned Behaviour (TPB) ............................................................... 11
6.3 Social Influence Theory................................................................................... 11
7. UNDERLYING THEORY FOR THIS STUDY ....................................................... 12
8. KEY FACTORS TO BE INVESTIGATED ............................................................. 13
8.1 Types of Social Proof ...................................................................................... 13
8.2 Digital Platforms Used..................................................................................... 13
8.3 Decision-Making Stages ................................................................................. 13
8.4 Trust and Credibility ........................................................................................ 14
8.5 Social Proof and Impulse Buying .................................................................... 14
9. CONCLUSION ..................................................................................................... 14
Varsity Cube 2025 +27 81 278 3372
, REFERENCES ......................................................................................................... 15
1. INTRODUCTION
Social proof has become one of the most important factors influencing consumer
decision-making in today’s digital age. The term refers to a psychological process
where people rely on the actions and opinions of others to guide their own
behaviour, especially in situations of uncertainty (Cialdini, 2009). In the context of
online shopping, social proof manifests in forms such as online reviews, influencer
endorsements, product ratings, and social media engagement. These cues play a
central role in shaping what, when, and how consumers choose to buy.
In South Africa, Generation Z (those born between the mid-1990s and early 2010s)
represents a large and digitally active consumer group (Thompson, 2018). They
often make use of mobile devices and social media platforms like TikTok, Instagram,
and YouTube to gather information and form opinions before making purchases.
Social proof influences this group more than traditional advertising because it
appears more authentic and peer-driven (Dadwal & Malik, 2019).
Existing literature has extensively explored how digital platforms influence consumer
decisions globally (Amblee & Bui, 2011; Varuni, 2022), but few studies have focused
specifically on the South African Gen Z market. This literature review aims to
highlight what is already known, identify gaps, and build a strong theoretical base for
exploring the influence of social proof on Gen Z’s buying decisions in South Africa. It
also compares different theoretical frameworks that have been used in past studies
and explains why one theory is most suitable for the current research.
2. UNDERSTANDING SOCIAL PROOF
Social proof is one of Robert Cialdini’s six principles of persuasion. It is based on the
idea that people copy the behaviour of others when they feel uncertain or lack
confidence in their judgment (Cialdini, 2009). In online shopping, this often appears
in the form of product reviews, testimonials, ratings, social media shares, or
Varsity Cube 2025 +27 81 278 3372
Assignment 2 2025
Unique #:
Due Date: 31 July 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, LITERATURE REVIEW: THE ROLE OF SOCIAL PROOF IN THE CONSUMER
DECISION-MAKING PROCESS
TABLE OF CONTENTS
1. INTRODUCTION .................................................................................................... 3
2. UNDERSTANDING SOCIAL PROOF .................................................................... 3
3. CONSUMER DECISION-MAKING MODELS ......................................................... 4
3.1 Social Proof Across the Five Stages ................................................................. 5
3.2 Limitations of Traditional Models ....................................................................... 5
3.3 The Role of eWOM in Decision Confidence ...................................................... 6
4. KEY FACTORS INFLUENCING GEN Z’S DECISIONS ......................................... 6
4.1 Trust in Peer Reviews and User-Generated Content ........................................ 6
4.2 Influence of Social Media and Influencers......................................................... 7
4.3 Social Shopping and Interactive Platforms........................................................ 7
4.4 Perceived Credibility of the Source ................................................................... 8
4.5 Emotional and Psychological Drivers ................................................................ 8
5. KNOWLEDGE GAPS IN THE LITERATURE ......................................................... 9
5.1 Limited Focus on Gen Z in Developing Countries ............................................. 9
5.2 Underexplored Stages of the Decision-Making Process ................................... 9
5.3 Lack of Differentiation Between Types of Social Proof ................................... 10
5.4 Emotional and Psychological Mechanisms Are Understudied ........................ 10
5.5 Inadequate Attention to Trust and Misinformation ........................................... 10
5.6 Lack of Longitudinal and Causal Research ..................................................... 10
6. RELEVANT THEORIES AND THEORETICAL FRAMEWORK ............................ 11
6.1 Engel-Kollat-Blackwell (EKB) Model ............................................................... 11
6.2 Theory of Planned Behaviour (TPB) ............................................................... 11
6.3 Social Influence Theory................................................................................... 11
7. UNDERLYING THEORY FOR THIS STUDY ....................................................... 12
8. KEY FACTORS TO BE INVESTIGATED ............................................................. 13
8.1 Types of Social Proof ...................................................................................... 13
8.2 Digital Platforms Used..................................................................................... 13
8.3 Decision-Making Stages ................................................................................. 13
8.4 Trust and Credibility ........................................................................................ 14
8.5 Social Proof and Impulse Buying .................................................................... 14
9. CONCLUSION ..................................................................................................... 14
Varsity Cube 2025 +27 81 278 3372
, REFERENCES ......................................................................................................... 15
1. INTRODUCTION
Social proof has become one of the most important factors influencing consumer
decision-making in today’s digital age. The term refers to a psychological process
where people rely on the actions and opinions of others to guide their own
behaviour, especially in situations of uncertainty (Cialdini, 2009). In the context of
online shopping, social proof manifests in forms such as online reviews, influencer
endorsements, product ratings, and social media engagement. These cues play a
central role in shaping what, when, and how consumers choose to buy.
In South Africa, Generation Z (those born between the mid-1990s and early 2010s)
represents a large and digitally active consumer group (Thompson, 2018). They
often make use of mobile devices and social media platforms like TikTok, Instagram,
and YouTube to gather information and form opinions before making purchases.
Social proof influences this group more than traditional advertising because it
appears more authentic and peer-driven (Dadwal & Malik, 2019).
Existing literature has extensively explored how digital platforms influence consumer
decisions globally (Amblee & Bui, 2011; Varuni, 2022), but few studies have focused
specifically on the South African Gen Z market. This literature review aims to
highlight what is already known, identify gaps, and build a strong theoretical base for
exploring the influence of social proof on Gen Z’s buying decisions in South Africa. It
also compares different theoretical frameworks that have been used in past studies
and explains why one theory is most suitable for the current research.
2. UNDERSTANDING SOCIAL PROOF
Social proof is one of Robert Cialdini’s six principles of persuasion. It is based on the
idea that people copy the behaviour of others when they feel uncertain or lack
confidence in their judgment (Cialdini, 2009). In online shopping, this often appears
in the form of product reviews, testimonials, ratings, social media shares, or
Varsity Cube 2025 +27 81 278 3372
