The Role of Social Media in Shaping Consumer Behaviour and Purchase Decisions

Abstract

Social media has become a dominant force in influencing consumer behavior and shaping purchase decisions. This study explores the role of SM in driving consumer purchasing behavior by examining the impact of factors such as SM advertising, influencer marketing, user-generated content, and peer recommendations. The research employs a mixed-methods approach, combining both quantitative surveys and qualitative interviews to gather comprehensive insights from 500 respondents aged 18 to 40 years. The survey results reveal that social media advertisements, while impactful, are less influential compared to influencer endorsements and peer recommendations. Influencer marketing, in particular, emerged as a key factor, with 80% of respondents indicating they were more likely to purchase a product endorsed by a trusted influencer. Additionally, 68% of respondents highlighted the significant influence of peer recommendations and social proof in their purchase decisions. Thematic analysis of interview data further underscores the importance of authenticity and emotional appeal in shaping consumer behavior, with respondents indicating that genuine, relatable content leads to higher trust and increased purchase intent. The study also finds that user-generated content, such as online reviews and testimonials, plays a crucial role in fostering trust and validating purchase decisions. The research highlights the evolving nature of consumer behavior in the digital age, where SCP serve as key drivers of brand awareness, product discovery, and purchase decisions. Businesses seeking to optimize their marketing strategies must focus on creating authentic, engaging, and emotionally resonant content to effectively influence consumer behavior and enhance customer loyalty.