The Role of Social Media in Shaping Consumer Buying Behaviour: A Special Focus on Flipkart

ABSTRACT Social media has revolutionized the way consumers interact with brands and make purchasing decisions, particularly in the context of e-commerce. This research paper explores the influence of social media on consumer buying behaviour, with a special focus on Flipkart, one of India’s leading online marketplaces. Drawing from survey data, literature review, and analysis of current trends, the study examines how various social media platforms, content types, and digital marketing strategies impact consumer trust, engagement, and purchase decisions. The paper also highlights the importance of demographic diversity, regional language content, and emerging platforms in shaping consumer choices. Recommendations for future research and practical implications for e-commerce businesses are discussed.