TO STUDY CONSUMER PERCEPTION TOWARDS SOCIAL COMMERCE PLATFORMS AND THEIR INFLUENCE ON PURCHASE DECISIONS AMONG YOUTH

The rapid advancement of digital technology has transformed the way consumers engage with brands and make purchase decisions. Social commerce platforms, which integrate social media and e-commerce, have emerged as powerful tools influencing consumer behavior. Today’s youth, being highly active on platforms such as Facebook, Instagram, YouTube, and Telegram, rely on user-generated content, reviews, influencer recommendations, and peer feedback to evaluate products and services before making a purchase. This study examines consumer perceptions towards social commerce platforms and their impact on purchase decisions among youth. It explores the factors that drive consumer trust, engagement, and purchase intentions, including the credibility of online reviews, brand interactions, and personalized recommendations. Additionally, the study investigates how demographic factors such as age, gender, and income level shape consumer attitudes toward social commerce. With the increasing popularity of social commerce, understanding these behavioural patterns is crucial for businesses looking to enhance their digital marketing strategies. The findings of this research will provide insights into the key elements that influence young consumers’ decision-making processes, helping brands optimize their engagement strategies and improve customer experiences on social commerce platforms.