THE RISE OF SOCIAL COMMERCE: ANALYZING CONSUMER BUYING BEHAVIOR ON SOCIAL MEDIA

Abstract

The integration of e-commerce functionalities within social media platforms has led to the emergence of social commerce, a rapidly growing trend that reshapes how consumers interact with brands and make purchase decisions. This study explores the dynamics of consumer buying behavior within social media environments, focusing on the factors that influence purchasing intentions such as trust, peer influence, user-generated content, and platform engagement. By examining current trends and consumer patterns, the research highlights how social commerce leverages social connectivity and digital interaction to drive sales. The findings suggest that emotional engagement, social proof, and influencer marketing play pivotal roles in shaping consumer decisions. The study contributes to a deeper understanding of how businesses can optimize their social commerce strategies to align with evolving consumer expectations and technological advancements.