THE IMPACT OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR

In today’s digital world, social media has emerged as a revolutionary force influencing consumer behaviour across industries, demographics, and continents. Instagram, Facebook, YouTube, TikTok, and Twitter (now X) have gone far beyond their original roles as communication platforms to become critical components of the consumer decision-making process. This study investigates the multifaceted impact of social media on consumer behavior, with a particular emphasis on how different types of content—such as influencer marketing, user-generated content, brand-generated posts, and AI-driven personalized advertisements—influence consumer trust, emotional engagement, purchase intent, brand loyalty, and impulsive purchasing behavior. This study provides a comprehensive view of consumers’ cognitive, emotional, and behavioral responses to social media stimuli by utilizing a mixed-methods research design that incorporates both quantitative data from structured surveys and qualitative insights from interviews and observational analysis. The analysis uses fundamental theoretical frameworks such as the Theory of Reasoned Action, the Elaboration Likelihood Model, and the Stimulus-Organism-Response (S-O-R) model to explain how exterior social media cues influence internal attitudes and purchase behaviours. The findings show that consumers are not passive recipients of marketing messages, but rather active participants in brand conversations, frequently co-creating value through engagement, feedback, and content sharing. Purchase through a single platform interface. The consumer journey has changed and impulsive buying has increased as a result of the smooth blending of commerce, community, and content. This study adds practical insights into how brands might interact with digital consumers in an ethical and efficient manner, which benefits both academic discourse and managerial practice. It emphasizes how important it is for marketers to strike a balance between consumer tru