Published on: April 2026
ROLE OF SOCIAL MEDIA IN INFLUENCING CONSUMER BEHAVIOUR: A CONTEMPORARY REVIEW
ASHWANI KUMAR
MOHIT GUPTA
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Abstract
Social media has become a significant factor affecting consumer behaviour within the digital marketplace. This study synthesizes secondary data from recent scholarly articles and industry analyses to explore the impact of social media platforms on consumer decision-making processes. Evidence indicates that a considerable portion of product discovery now takes place through social media, with a substantial number of consumers reporting impulsive purchases linked to interactions on these platforms. The findings suggest that social media reconfigures traditional purchasing behaviours by incorporating elements of social validation, personalized content, and influencer-driven persuasion. The widespread expansion of social media platforms has altered the nature of consumer behaviour significantly. This analysis examines the role of social media in shaping decision-making, attitudes, and purchasing patterns by reviewing peer-reviewed sources, market reports, and empirical research. Results highlight that social media introduces features such as real-time engagement, peer influence, and tailored marketing methods, which collectively modify classical consumer behaviour frameworks. The study concludes that social media functions as more than a communication medium; it serves as a pivotal determinant of consumer perceptions and behaviour in contemporary digital contexts.
How to Cite this Paper
KUMAR, A. (2026). Role of Social Media in Influencing Consumer Behaviour: A Contemporary Review. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(04). https://doi.org/10.55041/ijcope.v2i4.699
KUMAR, ASHWANI. "Role of Social Media in Influencing Consumer Behaviour: A Contemporary Review." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 04, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i4.699.
KUMAR, ASHWANI. "Role of Social Media in Influencing Consumer Behaviour: A Contemporary Review." International Journal of Creative and Open Research in Engineering and Management 02, no. 04 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i4.699.
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- •Peer Review Type: Double-Blind Peer Review
- •Published on: Apr 29 2026
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