This chapter discovers the growing dependence of trades on social media and digital platforms for announcements and customer use, accenting the rising importance of electronic word of mouth (eWOM). It highlights how customer appraisals, scores, and responses can affect others’ buying intentions, also positively or negatively. The argument is grounded in some key theoretical models, including Social Exchange Theory and Stimulus Overload Theory, which clarify how people procedure social and environmental stimuli on online platforms. Furthermore, it focuses on Social Theories that investigate the effect of interpersonal dealings and the meaning of relationships online. The chapter additionally contains selected models on behaviors toward technology. These models show an understanding of the facilitators and obstacles of client behavior in assuming or fighting new technologies. The Theory of Planned Behavior and its decomposed are also analyzed to comprehend how moods, social standards, and perceived control affect decision-making in digital environments.