Impact of Social Commerce Transactions on Buying Behaviour of College Students in Kerala: An Empirical Analysis

Social media platforms have developed over the past few years from simple networking sites to effective business tools, incorporating transactional aspects that affect customer behaviour, particularly among younger audiences. This study examines how social media transactions affect college students’ purchasing decisions, with a particular emphasis on the interactions between peer pressure, platform ease, influencer marketing, etc. An analysis of the body of research indicates a knowledge vacuum on the ways in which integrated shopping features and real-time content on social media platforms influence actual purchase decisions, especially in the Indian setting. The study used a mixed-method approach to shed light on the primary factors influencing college students who are active digital users’ purchasing decisions. It is anticipated that the results of this study will help platform developers and marketers design more successful social commerce strategies that are suited to the requirements and habits of this group.