Published Paper PDF: Published PDF
DOI: https://doi.org/10.63345/ijrmp.v12.i12.5
e-certificate link: Published Paper Certificate
Pramod Rana
Research Scholar
Maharaja Agrasen Himalayan Garhwal University
Uttarakhand, India
Prof. (Dr) Punit Goel
Research Supervisor
Maharaja Agrasen Himalayan Garhwal University
Uttarakhand, India
https://orcid.org/0000-0002-3757-3123
Abstract
Social media platforms have transformed how consumers make purchasing decisions, influencing their preferences and behaviors through targeted advertisements, reviews, and recommendations. This study investigates the comparative impact of various social media platforms, such as Facebook, Instagram, Twitter, and TikTok, on consumer buying behavior. By exploring both the qualitative and quantitative aspects of social media’s influence, this paper aims to understand how different platforms contribute to decision-making processes, particularly in the context of e-commerce. The study also examines the role of user-generated content, influencer marketing, and social proof in shaping consumer choices. Data was collected through surveys and social media analytics to compare the effectiveness of these platforms in driving purchase decisions. The findings reveal distinct differences in how platforms engage users and impact their buying behavior, offering valuable insights for marketers and businesses looking to optimize their social media strategies.
Keywords
Social Media, Consumer Behavior, Buying Decisions, Influencer Marketing, User-Generated Content, E-Commerce, Social Proof
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