The influence of social media on consumer behaviour: A multi-dimensional study of purchase intention, product selection, brand awareness, and buying behaviour

Abstract

Purpose: This study investigates the influence of social media on four critical dimensions of consumer behaviour-purchase intention, product selection, buying behaviour, and brand awareness-by employing quantitative analysis and theoretical interpretation. Methods: Using Mann-Whitney U tests, and Friedman tests, this research examines statistically significant differences among variables. Behavioural theories viz; Theory of Planned Behaviour, Social Learning Theory, and Mimetic Theory provide theoretical support. Key Findings: Brand awareness emerged as the most influenced factor by social media, followed by product selection and purchase intention. Analysis revealed that female consumers are more influenced by social media, particularly in buying behaviour. Peer reviews and social proof were stronger motivators than influencer content or direct advertisements. Social media content increased brand recall, comparison-based selection, and exploration intent. Implications: Results highlight social media’s strategic potential in consumer engagement, suggesting that marketers should invest in authentic, user-generated content and peer-led promotions over conventional advertisements.