The Role of Social Media in Shaping Amazon Consumer Preferences in Mangaluru City

In the digital era, social media has emerged as one of the most influential tools shaping consumer behavior and online purchasing decisions. E‑commerce companies extensively rely on digital platforms to influence buying preferences and enhance customer engagement. This study examines the role of social media platforms such as Facebook, Instagram, Twitter, and YouTube in shaping Amazon consumer preferences in Mangaluru City. Using a quantitative research design, primary data were collected from 102 respondents through a structured questionnaire. The study analyzes the influence of social media advertisements, influencer marketing, user‑generated reviews, and promotional offers on consumer decision‑making. The findings reveal that young adults are the most active users of Amazon’s social media content. Product reviews, unboxing videos, and discounts significantly impact purchase intentions. The study concludes that social media plays a crucial role in improving brand awareness, trust, and consumer engagement, suggesting that localized and interactive marketing strategies can further strengthen Amazon’s market presence.