Impact of Social Media And E-Commerce on Consumer Behaviour
Keywords:
Digital Marketing, Consumer Behavior, E-Commerce, Social Media, Marketing Management, New Age Management.Abstract
Abstract: This study examines the impact of social media and e-commerce on
consumer behavior in the digital age, focusing on how these platforms influence
purchasing decisions and shopping habits. A survey of 300 respondents was
conducted to gather data on social media usage, e-commerce preferences, and
factors driving online purchases. The data was analyzed using SPSS, with
descriptive statistics, correlation analysis, and regression models applied to
identify key trends. Results indicate that social media plays a significant role in
product discovery and brand engagement, with 78% of respondents discovering
new products through platforms like Instagram and YouTube. E-commerce
platforms, particularly Amazon and Flipkart, are widely used for their
convenience and variety, with 60% of respondents shopping online at least once
a month. A strong positive correlation (r = 0.68, p < 0.01) was found between
social media engagement and e-commerce purchases, highlighting the
interconnectedness of these digital channels. The study concludes that businesses
must prioritize engaging social media content, seamless e-commerce experiences,
and personalized marketing to effectively reach and influence modern consumers.
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