author(s)
Megha S, Naresh Babu KS and Katya L

abstract
This study examines how social media affects consumer decisions to buy, emphasizing significant patterns and issues raised by participants. The majority of consumers (95.6%) are between the ages of 18 and 24, according to the study data, which suggests that social media platforms are heavily relied upon for product discovery, reviews, and purchases. Women outnumber men by a small margin, indicating that women are more likely to engage in social media-driven purchasing. Approximately 80% of consumers use social media for shopping, and many of them rely on marketing and product recommendations. These outcomes demonstrate how crucial it is for companies to prioritize openness, fostering trust, and attending to customer issues in order to maximize their social commerce initiatives. To boost customer confidence and boost conversion rates, businesses must take use of social media's power while maintaining a safe and transparent buying environment.