A Study of Social Media and its Impact on Consumer Buying Behavior

Abstract: Social media marketing has emerged as a central component in the strategic arsenal of contemporary businesses. With increasing penetration of digital technology in day-to-day life, social networking websites such as Instagram, YouTube, and Twitter have not only restructured communication patterns but also revolutionized consumer purchasing behavior to a large extent. This study investigates the role of social media marketing on Indian consumers, especially youth. Drawn from the quantitative data from the interviews of 65 individuals, the research highlights how consumer trust, degree of engagement, and site-specific content result in buying. The research highlights how user-generated content, influencer marketing, and interactive features drive consumer choice. The research offers strategic information for digital marketers looking to unlock the full potential of social media in the Indian market. Keywords: Social Media Marketing, Consumer Behaviour, Digital Influence, Online Purchase, Instagram, India, Youth Marketing, Brand Engagement.