Likes, Shares, Buys: Understanding Social Media's Role in Consumer Decision-Making

Aditya Sai Srinivas T.*, Aditya Sai Srinivas T.**, C. S. Jayanthi Prasad***
* Department of Computer Science and Engineering, Ravindra College of Engineering for Women, Kurnool, Andhra Pradesh, India.
** Jaya Prakash Narayan College of Engineering, Mahabubnagar, Telangana, India.
Periodicity:January - June'2025

Abstract

This study explores how social media platforms are shaping the way consumers make purchase decisions, with a specific focus on users in Kurnool District, India. As platforms like Facebook, Instagram, and YouTube become powerful tools in digital marketing, more businesses are turning to social media to influence consumer behavior. To understand this impact, we used a quantitative approach, gathering responses from 120 participants through a structured questionnaire. The data was analyzed using multiple regression to examine the role of three key factors: site design, information quality, and trust. The findings reveal that both site design (β= X, p < 0.05) and trust (β= Y, p < 0.01) significantly influence consumer decisions, while information quality had little to no effect. The overall model accounted for about 63% of the variation in purchase behavior (R² = 0.629), underscoring the crucial role social media plays in shaping buying habits. These insights are particularly valuable for marketers looking to enhance platform usability and build trust with their audience. However, the study is limited by its geographic focus and reliance on convenience sampling. Future research could benefit from exploring a broader and more diverse demographic to validate and expand upon these findings.

Keywords

Purchase Decisions, Site Design, Trust, Regression Analysis, Information Quality.

How to Cite this Article?

Srinivas, T. A. S., and Prasad, C. S. J. (2025). Likes, Shares, Buys: Understanding Social Media's Role in Consumer Decision-Making. International Journal of Business Intelligent, 14(1), 36-46.

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