Social Media's Impact: Influencing Purchases, Shaping Choices

Social media has revolutionized communication and interaction, leading to a growing interest in understanding its impact on consumer behavior and purchasing decisions. Its impact on consumer behavior is studied using a mixed methods approach. The research explores how social media influences purchasing decisions, shopping habits, and trends. Quantitative method is applied, data analysis, existing research, and consumer surveys reveal key drivers like price, quality despite influencer and celebrity recommendations. Findings show increased spending and brand switching among buyers influenced by social media. This study offers valuable insights for stakeholders like platforms, businesses to optimize their strategies, shareholders evaluating social media investments, and consumers.