Influence of Social Media on Consumer Buying Behavior – June 2025

Author: Gharte P. V. *
Asst. Prof.,
B.Y.K. (Sinnar) College of Commerce,
Nashik

Abstract:

Today, Social media is one of the most popular and widely utilized forms of communication. The rapid proliferation of social media platforms has significantly altered the landscape of consumer buying behavior, particularly among the younger generation. This study investigates the influence of social media on consumer decision making processes, Brand perceptions, and purchasing patterns in individuals. People have been using social media to discuss their experiences in recent years. This also includes experiences using product or service or platforms. These product reviews posted by social media users are read by thousands of people every day and they have become a source of influencing consumer buying behavior. It explores how factors such as social media influencers, online reviews, peer recommendations, and targeted advertisements shape purchasing preferences. Social media is being used today to effectively market products and services and to attract a wide demographic of audience. This paper aims at identifying how different aspects of social media can impact consumer buying behavior.

Keywords: Social media, consumer buying behavior, digital marketing, Online reviews

DOI: 10.65282/sjrl.vo.1.issue.01.009