• Harsh Thole
• Disha Madan

The rapid proliferation of social media platforms has transformed the way individuals interact, communicate, and access information. This research paper delves into the complex relationship between social media and individual buying decisions, aiming to provide a thorough understanding of the multifaceted impact these platforms have on consumer behavior. Our study employs a mixed-method approach, combining qualitative and quantitative research methodologies. Through surveys, interviews, and content analysis, we explore how social media influences individuals' purchasing choices across various demographics and industries. We examine the role of social media in shaping product awareness, consumer engagement, trust-building, and the overall decision-making process. The findings reveal that social media exerts a significant influence on buying decisions, affecting factors such as product discovery, brand perception, peer recommendations, and the amplification of consumer reviews. Moreover, the research identifies the platforms and strategies that are most effective in driving consumer engagement and decision-making. This research paper will help brands and companies to realize the importance of social media and use it accordingly for benefit of their businesses.

Consumer psychology, Convenience, Decision making, Gen-Z, Product awareness, social media

"“TO STUDY THE IMPACT OF SOCIAL MEDIA ON INDIVIDUALS BUYING DECISIONS”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 11, page no.b133-b143, November-2023, Available :http://www.jetir.org/papers/JETIR2311119.pdf

"“TO STUDY THE IMPACT OF SOCIAL MEDIA ON INDIVIDUALS BUYING DECISIONS”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 11, page no. ppb133-b143, November-2023, Available at : http://www.jetir.org/papers/JETIR2311119.pdf