IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOR

Abstract

This study explores the growing impact of social media on consumer purchasing decisions. In today’s digital landscape, platforms such as Instagram, YouTube, and Facebook are not just tools for communication but have emerged as powerful instruments for influencing buyer behavior. Businesses increasingly rely on these platforms for marketing, brand visibility, and direct engagement with their audience. By understanding how consumers react to content, advertisements, and peer recommendations on social media, companies can tailor their strategies to meet evolving consumer expectations. This research delves into the psychological, social, and behavioral aspects that shape purchasing choices in the digital space, offering insights that can help businesses align with current trends and customer preferences.