THE INFLUENCE OF SOCIAL MEDIA ON CONSUMER PURCHASE DECISIONS

Abstract

In today's digital era, social media has emerged as a powerful platform influencing consumer behavior and purchase decisions. This study explores the multifaceted impact of social media on consumers' buying patterns, with a focus on how user-generated content, influencer marketing, reviews, and targeted advertisements shape preferences and decision-making processes. The research highlights the psychological and social mechanisms behind these influences, including trust, peer recommendations, and brand engagement. By analyzing current trends and consumer interactions across platforms such as Instagram, Facebook, TikTok, and YouTube, this study underscores the growing importance of social media in shaping purchasing behavior. The findings suggest that businesses must adopt dynamic and personalized digital marketing strategies to remain competitive in a social media-driven marketplace.