Social Media as a Catalyst for Consumer Preference Formation in E-Commerce: An Empirical Investigation

Author(s)	Mr. Shehanas R S, Dr. Yuvasubramaniyan C
Country	India
Abstract	The expansion of social media sites has changed how consumers interact with e-commerce. This study will measure how much social media develops consumer consciousness, preference, and complexity of purchase decisions in online buyers. Primary data was obtained from 100 respondents using a self-structured questionnaire and analyzed using percentage analysis and weighted average techniques. The results indicate a large majority of respondents stated they find products viewed on social media (95%), follow brands to find products (85%), and then go on to purchase products after viewing their reviews on social media (65%). Instagram and YouTube were the main social media influence platforms for 91% of the respondents’ online shopping decisions. For the variables of product preference (3.7), impact of the reviews (4.08), and purchases due to advertisements (3.93), social media is seen as a strong influence throughout the consumer shopping process. This study focuses on the fast-developing area of digital consumer behavior and aids marketers in refining their social commerce efforts.
Keywords	Social media marketing, consumer behavior, e-commerce, influencer marketing, purchase intention, digital marketing, online shopping, platform influence
Published In	Volume 8, Issue 3, May-June 2026
Published On	2026-05-14

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