A study of the impact of social media on online retail consumer buying behaviour with special reference to Bangalore City

Abstract

This study examines the insightful impact of social media on consumer buying behavior within the area of online retail, with a focus on Bangalore City. The advent of social media has transformed how individuals engage with information and make purchasing decisions. In the context of online retail, understanding the changing aspects of consumer behavior influenced by social media becomes vital for businesses aiming to thrive in the digital landscape. The research employs a mixed-methods approach, integrating surveys and qualitative interviews to gather insights from online retail consumers in Bangalore. By analysing the collected data, this study aims to classify the key factors on social media platforms that significantly shape consumer perceptions, preferences, and purchasing decisions. Special attention will be given to the role of social media influencers, user reviews, and promotional content in influencing online retail consumer behavior.