A STUDY ON THE IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR

Abstract: This study explores the complex relationship between social media usage and consumer behaviour, particularly in how buying decisions are influenced by online content. The growing integration of user-generated content, reviews, influencer marketing, and social interactions on platforms such as Instagram and Facebook has transformed traditional consumer decision-making models. Using the Engel-Blackwell-Miniard (EBM) model, this research examines six key stages of the consumer decision process within the context of social media influence. Data was collected from 130 respondents through an online survey. The findings indicate that social media significantly influences awareness, attitudes, and purchase decisions, with platforms like Instagram leading this change. Furthermore, promotions, discounts, and peer recommendations were found to be key drivers of consumer behaviour. The paper concludes with implications for marketers and suggestions for future research. Keywords: Social Media, Consumer Behaviour, Purchase Decision, Digital Marketing, EBM Model