Impact of Social Media on Consumer Behaviour

In the digital age, social media has emerged as one of the most influential tools shaping consumer behavior and decision-making. With increasing internet penetration, smartphones, and the proliferation of digital content, consumer shopping behavior has transitioned from traditional physical markets to dynamic online platforms. This thesis investigates the Impact of Social Media on Consumer Behaviour of Online Shoppers in Delhi (NCR), focusing on how various social media platforms affect consumer preferences, decision-making patterns, brand engagement, and overall satisfaction with online purchases. The background of the study is rooted in the rapid technological evolution and the shift in consumer behavior, especially post-COVID-19, which accelerated the adoption of online shopping. As people spent more time online, social media emerged not only as a medium of entertainment and communication but also as a marketplace and marketing tool. This transformation presented a unique opportunity to study how consumers interact with social media content and how it influences their shopping decisions in a geographically specific area — the Delhi National Capital Region (NCR), one of the largest urban agglomerations in India.