The Dark Side of Social Commerce: A Systematic Review of Overconsumption and Financial Stress
Keywords:
Social Commerce, overconsumption, financial stress, impulsive buying, consumer vulnerability, digital marketing ethicsAbstract
This study examines the darker side of social commerce by systematically reviewing how interactive digital marketplace environments contribute to overconsumption and financial stress among consumers. Using a Systematic Literature Review (SLR) approach guided by the PRISMA framework, this study synthesizes prior research on social commerce, impulsive buying, consumer vulnerability, and financial well-being published between 2000 and 2025. The findings reveal that social commerce platforms stimulate excessive consumption through psychological mechanisms such as emotional arousal, fear of missing out (FOMO), social influence, and reduced cognitive control. Features including live streaming, personalized recommendations, influencer marketing, flash sales, and frictionless payment systems encourage impulsive purchasing behavior and repetitive spending patterns. The review also demonstrates that overconsumption in digital marketplaces is strongly associated with financial stress, debt accumulation, and declining consumer well-being, particularly among younger consumers and individuals with low financial literacy. Furthermore, the study highlights ethical concerns regarding persuasive digital marketing practices and algorithmic manipulation within social commerce environments. This study contributes to the literature by integrating perspectives from consumer behavior, behavioral economics, and digital marketing ethics to provide a comprehensive understanding of the relationship between social commerce, overconsumption, and financial stress. The findings emphasize the importance of responsible digital marketing practices and stronger consumer protection policies in contemporary online marketplaces.
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