E-COMMERCE CONSUMER BEHAVIOR: THE ROLE OF SOCIAL MEDIA INFLUENCERS IN PURCHASING DECISIONS

Abstract

E-commerce consumer behavior has evolved significantly with the rise of social media influencers, who have become key drivers in shaping purchasing decisions. This study explores the impact of social media influencers on consumer behavior in the context of online shopping, focusing on how influencers' recommendations, endorsements, and content affect consumer trust, purchase intentions, and brand loyalty. Social media platforms, such as Instagram, YouTube, and TikTok, have transformed the way consumers interact with brands, creating a dynamic marketplace where influencer marketing has gained substantial influence. By analyzing various consumer segments and their responses to influencer-driven marketing campaigns, this research highlights the factors that make influencers effective in swaying consumer opinions, including authenticity, relatability, and engagement. The study also examines the ethical implications of influencer marketing and its long-term effects on consumer purchasing patterns. As e-commerce continues to grow, understanding the role of social media influencers becomes crucial for businesses aiming to enhance their marketing strategies and align with consumer preferences.