The role of social media on online shopping behavior and consumer trust: A study on young adults

Social media has transformed consumer behavior, particularly among young adults (18-25), influencing online shopping habits and trust in brands. This study examines the role of influencer marketing, online reviews, and targeted advertisements in shaping consumer trust and purchase decisions. Using a survey-based approach with 200 participants, the findings indicate that frequent social media users are more inclined to shop online and trust brands endorsed by influencers. However, trust remains fragile and can be easily eroded by negative reviews or inauthentic influencer partnerships. The study underscores the importance of authenticity in maintaining consumer trust, offering valuable insights for brands seeking to enhance engagement and credibility in digital commerce.