Impact of Social Media on Consumer Behaviour

Abstract Over time, social media’s influence on consumer behaviour is continuously evolving. knowing how social media affects consumer purchasing behaviour is essential for businesses .With billions of users worldwide, social media has quickly emerged as one of the key technologies of our day. in the digital age. Research tracks changes in how consumer use social media platforms to discover new products, interact with brand and make purchasing decisions, often in real time. The main objective of this study was to explore the relationship between social media and consumer buying habits. This also includes experiences using a product or service or platforms. Studies Businesses now place a great deal of importance on how social media can be used to influence consumers' perceptions of products, brands, and purchasing decisions. Instead of concentrating on short-term technological advertising, businesses are integrating social media mechanisms to improve their relationships with customers. examine how different types of content, such as product reviews, influncer endorsements, user generated content or advertisements, influence consumer perceptions. Positive or negetive posts, image or videos can significantly affect consumer attitudes toward a product or brand. This paper aims at identified how different aspects of social media can impact consumer buying behaviour. The results emphasise how social media is being used more and more as a strategic marketing tool and how important it is in influencing consumer choices in the digital economy.