Influence of Social Networking Platforms on Consumer Behaviour, Brand Perception, and Online Purchasing Decisions in the Digital Era

Abstract

The present study examines the influence of social networking platforms on consumer behaviour, brand perception, and online purchasing decisions in the digital era. Social networking platforms such as Facebook, Instagram, YouTube, X, WhatsApp, and LinkedIn have transformed the way consumers search for information, interact with brands, compare products, read reviews, and make purchase decisions. The study explores how online advertisements, influencer marketing, customer reviews, brand engagement, social media content, peer recommendations, and digital promotions affect consumer preferences and buying behaviour. It also analyses how social networking platforms shape brand perception by influencing trust, awareness, loyalty, credibility, and emotional connection with consumers. The study highlights that social media has become a powerful marketing tool that affects every stage of the consumer decision-making process, from awareness to final purchase. It concludes that effective social media strategies can enhance brand image, strengthen consumer relationships, and increase online purchasing intention in the digital marketplace.