ItemBook Chapter

Click, Connect, and Convert: Exploring the Impact of Social Media on Consumer Buying Behavior: A Comprehensive Review

Title
Click, Connect, and Convert: Exploring the Impact of Social Media on Consumer Buying Behavior: A Comprehensive Review
Creator
Srivastava, Aditi; Verma, Subhash Kumar; Singh, Shalini
Description
Change is dynamic. If you dont change, the world will change you. This sentence perfectly fits into todays scenario of buying behavior where social media is one of the most powerful tools in determining the dynamic shopping habits of consumers in any sector. Social media plays different roles like an influencer, persuader, and convincer in todays era where the majority of the global population uses the Internet on daily basis. The factors within social media affecting buying behavior are word-of-mouth, website quality, perceived usage, perceived easiness, attitude, perception, price, consumer reviews, product recommendations, customer engagements, social communities, promotional tools (vouchers, movie tickets, gift samples). The data available is too large and generated daily because the number of online users increases on daily basis. This chapter intends to theoretically study the factors and how these factors influence different segments of customers in online buying behavior. The focus is to understand the powerful role of social media in influencing and motivating customers through different social media platforms like YouTube, Facebook, LinkedIn, Twitter, and Instagram. Secondary sources of data like recent research papers, books, and recent research studies have been considered for the study. Social media is highly influential in purchase decisions. The factors like customer engagements, product recommendations, reviews and opinions, social communities, contests, and free gifts play a major role in creating a positive perception and attitude toward the products thereby influencing and promoting purchases on social media. Marketers should advise companies to encourage users to post pictures along with the product/service on social media, creating awareness and building brand value in consumers minds. With the growing usage of the Internet, it is even estimated to grow exponentially. 2026 by Apple Academic Press, Inc. All rights reserved.
Source
Psychology and Intricacies in Social Media Interactions: A Critical Perspective;pp.17-33
Date
01-01-2025
Publisher
Apple Academic Press
Subject
Consumer buying behavior; Customer engagement; Purchase decisions; Social commerce; Social media; Traditional celebrities
Coverage
Srivastava A., School of Business Management, Noida International University, Greater Noida, India; Verma S.K., School of Business Management, Noida International University, Greater Noida, India; Singh S., School of Commerce, Finance & Accountancy, Christ University, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 978-104033999-2; 978-177491984-2;
Format
online
Language
English
Type
Book chapter

Citation

Srivastava, Aditi; Verma, Subhash Kumar; Singh, Shalini, “Click, Connect, and Convert: Exploring the Impact of Social Media on Consumer Buying Behavior: A Comprehensive Review,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/24431.

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