A Study on Online Buying Behaviour: The Influence and Impact of Social Media

Abstract

E-commerce's explosive expansion has drastically changed how consumers make purchases. Recent industry figures indicate that mobile commerce accounts for about 55% of all online purchases, and those worldwide e-commerce revenues have grown by about 25% annually. With an emphasis on the influence of social media applications on customer behavior, this study investigates the variables influencing online purchasing decisions. According to surveys, 78% of consumers say that they prefer purchasing online because it's convenient, and 65% say that security and trust are important factors. Furthermore, 82% of consumers consult peer evaluations prior to making a purchase. This study looks at how peer recommendations, influencer marketing, and targeted ads on social media sites like Facebook, Instagram, and TikTok affect consumers' decisions to buy.