THE IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR

Abstract

This study delves into the intricacies of consumer behaviour within the realm of social media commerce, aiming to uncover the motivations driving purchases and the types of products preferred by consumers in this digital landscape. Through a quantitative research approach, data were collected via surveys distributed to a sample of social media users. Analysis revealed that trust, authenticity, convenience, and social interactions are significant factors influencing consumer decisions to purchase through social media platforms. Additionally, the study identified a diverse range of commodities transacted on these platforms, with lifestyle and fashion-related items being prominent. The emergence of niche markets and influencer marketing strategies further exemplifies the evolving nature of social media-driven commerce. These findings provide valuable insights for businesses and marketers seeking to refine their strategies and capitalize on the opportunities presented by social media commerce. In the digital age, comprehending the motives and preferences of consumers is crucial for achieving success in the fiercely competitive online retail market. Keywords: Social media, Consumer behaviour, Consumer trust, social media advertising, Online brand presence, social media platforms, Consumer preferences.