Neha Rani
Commerce
Janurary 2025
This study examines into the elements that influence customer buying decisions on social commerce platforms, with a particular emphasis on the function of social media features including user reviews, influencer endorsements, and social interactions. It also investigates how social media purchasing experiences—such as ease of use, trust in platforms, and personalised marketing—influence consumer behaviour and purchase intentions. Using a quantitative research approach and focussing on 250 users who engaged in direct transactions through media sources such as Instagram, Facebook, TikTok, or Pinterest during the previous six months, regression is used to assess such associations with respect to consumer purchases based on given elements. This study demonstrates the level of considerable buying influence from such forms of advertisement across social media sites, as people trust the platforms to get them closer to the object being sold. For example, influencer endorsement and consumer reviews, as well as consumer attitudes towards convenience and personalisation. Thus, this understanding has significant ramifications for marketers and social commerce platforms in terms of what strategies are in place, as well as improvements in customer engagement and sales
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© Airo Journals 2021
