NETWORKS AS A CATALYST FOR SOCIAL CAPITAL FORMATION IN E-COMMERCE
Authors:   Institute for Demography and Life Quality Problems of the National Academy of Sciences of Ukraine, Sova Olena , Ganushchak Tetiana ,   State University of Trade and Economics, Slobodianyk Oleksandr ,   State University of Trade and Economics
Published: February 2025

Social networks play a crucial role in modern e-commerce, not only facilitating sales but also fostering social capital, which serves as the foundation for building long-term mutually beneficial relationships between businesses and consumers. The subject of the research is the mechanisms of using social networks to form social capital within e-commerce.
The purpose of the study is to analyze the role of social networks in strengthening the social capital of Industry 5.0 enterprises operating in the e-commerce sector and to propose practical recommendations for its effective formation.
The research employed methods of scientific literature analysis, statistical data examination, and case studies, as well as a systematic approach to studying the interconnections between social capital and e-commerce. Special emphasis was placed on analysis and synthesis methods, which allowed for the evaluation of the effectiveness of social platforms for online trading. The graphical method was used to visualize the research results in the form of charts, diagrams, and tables.
It is argued that social networks provide new opportunities for interactive engagement with consumers, building trust and loyalty as key elements of social capital. Integrated features such as embedded stores, payment systems, and user behavior analytics tools enable businesses to attract new audiences and retain existing customers. A comparative table of functional elements in digital, sharing, and social economies has been presented. Based on the data obtained, a scheme of social capital potential within these Industry 5.0 ecosystems has been developed.
The key principles of social responsibility in e-commerce have been identified, which is not only an ethical imperative but also a critical factor in sustainable business development. Impulses for introducing innovations in e-commerce, considering human needs and ensuring social resilience of communities, have been outlined. The growth of mobile commerce (m-commerce) enhances the significance of social platforms as shopping venues, supported by statistical data on the annual increase in revenues in this segment, including the share of social commerce. The dynamics of global e-commerce, s-commerce, and m-commerce revenues, as well as data on e-commerce in Ukraine, have been analyzed. Conclusions have been drawn on ways to meet consumers’ economic needs through digital commerce. Recommendations include engaging influencers, adopting transparent business practices, and implementing socially responsible initiatives, which contribute to building resilient connections between brands and their communities.
Thus, social networks serve as an effective tool for forming social capital in e-commerce, creating additional value for brands and their communities. Using targeted marketing tools, involving customers in collaboration processes, and supporting social initiatives foster trust and loyalty, which promote long-term business success. The findings can be useful for enterprises seeking to enhance their performance through the use of social networks, as well as for developing strategies for fostering social capital in modern e-commerce.