Social presence is the ability to use technology for communication to create and foster a relationship. It is a sense of community which helps to reduce stress and the sense of loneliness. Though this paper we are giving an insight to the social presence concept in a consumers purchase behaviour perspective. Mainly the most relevant factors we have found through intense literature survey are incorporated. Independent variable i.e. Social presence related factors such as Social interaction, Social media usage, Trust, reference, reviews and relationships in social media platforms and its relations with dependent variable i.e. Purchase behaviour factors such as product comparison, purchase intention and purchase and repurchase decision are evaluated. The result found shows a very high positive association.
Key words: Social Presence, Social media usage, Social media interaction, trust purchase intention, product comparison, purchase and repurchase decision.