Exploring the Causes of Authenticity Crisis in Social Commerce: Consumer Perspectives from Indonesia
Keywords:
Social Commerce, Digital Authenticity, Consumer Trust, Transparency, Artificial Intelligence, Signaling Theory, Resource-Based ViewAbstract
The rapid expansion of social commerce has fundamentally transformed digital purchasing behavior while simultaneously intensifying concerns regarding the authenticity of online commercial interactions. Consumers are increasingly exposed to manipulated digital content, undisclosed commercial partnerships, and artificial intelligence (AI)-generated promotional materials, leading to a gradual erosion of trust within social commerce platforms. This study aims to explore the root causes of the authenticity crisis in Indonesian social commerce from consumers' perspectives and to identify strategic priorities for restoring digital trust. A descriptive qualitative approach was employed by integrating a systematic literature review with Focus Group Discussions (FGDs) involving experts in digital marketing, consumer behavior, and social commerce. The collected data were analyzed using a cause-and-effect (Fishbone) framework to identify multidimensional causal relationships, followed by the Urgency, Seriousness, and Growth (USG) matrix to prioritize critical determinants. The findings reveal that the authenticity crisis is primarily driven by three interconnected factors: non-transparent communication, fake customer reviews, and AI-generated promotional content without adequate disclosure. These issues significantly increase information asymmetry, weaken the credibility of digital information, and reduce consumer confidence in online purchasing decisions. The study suggests that restoring authenticity requires an integrated strategy emphasizing transparent communication, verified user-generated content, responsible AI governance, and stronger platform accountability. Theoretically, the findings extend the Resource-Based View and Signaling Theory by positioning digital authenticity as a strategic intangible resource for sustainable competitive advantage. Practically, this research provides a strategic roadmap for businesses, digital platforms, and policymakers to strengthen consumer trust and promote a more transparent, ethical, and sustainable social commerce ecosystem in Indonesia.
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