Impact Of Social Media On Consumer Buying Behavior In The Offline Mode

The paper discusses how social media, including Instagram, Facebook, and TikTok, play a key role in forming consumers’ attitudes towards offline shopping and their purchasing behavior in physical stores. Influencer endorsements, user-generated content, and targeted ads have become social media marketing strategies that brands have been using to raise visibility and get more foot traffic to their brick-and-mortar locations. The study explores the psychological triggers that lead consumers to engage with social media (FOMO, social proof, online reviews) to act on time-sensitive offers and visit physical stores. Social commerce and AR technologies are also highlighted as a transformative trend that improves the consumer's in-store shopping experience and facilitates virtual preview and integrated buying options. Beyond enhancing online engagement, these innovations help close the digital and offline purchase gap by leading consumers to make purchases in offline channels. The paper concludes that effective social media marketing and innovative technologies are important for offline retailers to survive in the changing retail landscape. For retailers, the integration of AR and social commerce enables future trends that create custom, interactive experiences that drive both online and offline sales.