Impact of Social Media on Purchase Behaviour: An Empirical Study

ABSTRACT The impact of social media on consumer purchase behaviour is a growing field of study that encompasses various aspects of digital marketing, trust mechanisms, and behavioural psychology. Platforms like Instagram, YouTube, and Facebook have become essential tools for businesses to engage with consumers through influencer marketing, algorithm-driven advertisements, and peer recommendations. This study explores how social media content influences purchasing decisions, highlighting the effectiveness of video-based promotions, discount campaigns, and customer testimonials in shaping consumer trust. Additionally, the research integrates insights from Enterprise Resource Planning (ERP) and Accounting Information Systems (AIS) to examine how businesses leverage data analytics for personalized marketing strategies and financial transparency. The findings reveal that younger demographics rely more on influencer endorsements, whereas older consumers exhibit skepticism, favoring peer reviews and verified product descriptions. Ethical concerns surrounding misleading promotions and influencer biases further emphasize the need for regulatory measures to ensure transparency in digital commerce. With AI-driven fintech solutions and blockchain integration emerging as trust-building mechanisms, businesses must adapt their engagement models to align with consumer expectations. Future research should focus on optimizing AI-powered personalization and data-driven transparency to enhance consumer trust in social media-driven purchasing environments. Keyword: Social Media Influence, Consumer Purchase Behaviour, Digital Marketing Strategies, Influencer Endorsements, Trust in Online Commerce, Blockchain and AI in Marketing