IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR

The rapid proliferation of social media platforms has significantly altered the landscape of consumer buying behaviour, particularly among the younger generation. This study looks into how social media affects 18 to 35-year-olds' brand views, shopping habits, and decisionmaking processes. It investigates how buying preferences are influenced by elements including peer recommendations, online reviews, social media influencers, and targeted advertising. The study emphasises how individualised marketing, interactive content, and instantaneous information may encourage both impulsive and deliberate purchases. Additionally, it looks at the social and psychological effects of social media use, such as FOMO (fear of missing out) and the need for approval from others, which influence purchasing decisions. The results aid in comprehending the changing dynamics of digital marketing and offer guidance to companies looking to successfully interact with the younger generation on social media.