From Likes To Purchases: The Role Of Social Media In Consumer Buying Patterns

Abstract

This study explores the influence of social media on consumer buying behavior through a quantitative analysis involving 90 respondents, employing structured surveys for data collection. The findings reveal that WhatsApp and Instagram are the most used platforms, each utilized by 76.7% of participants. Significant factors impacting purchasing decisions include product recommendations from friends and family (41.1%) and online reviews (38.9%), with 53.3% of respondents acknowledging that social media has affected their spending habits. Furthermore, 64.4% reported making purchases based solely on social media recommendations. While 37.8% recognized the influence of social media influencers, their overall impact on purchasing behavior is deemed moderate. These findings highlight the critical role of social media as a strategic tool for enhancing consumer engagement, providing essential insights for marketers to develop effective strategies that leverage these platforms. The study emphasizes the necessity for brands to navigate the complexities of social media to maximize their influence on consumer behavior and adapt to the evolving digital marketplace