THE STUDY ON SOCIAL COMMERCE INFLUENCE TOWARDS COLLEGE STUDENTS IN MUMBAI CITY

This research explores the impact of social media platforms, specifically Instagram and Facebook, on consumer buying behavior. A structured survey was conducted to understand how advertisements, influencer recommendations, and customer reviews on these platforms affect purchasing decisions. The Findings reveal that a significant proportion of respondents are influenced by Instagram and Facebook advertisements to try new products, with Instagram emerging as slightly more effective due to its visual-centric approach. Customer reviews and influencer endorsements were found to play a crucial role in shaping trust and purchase intent. Frequency analysis shows that most users encounter product promotions multiple times per week, and a notable percentage of consumers have made purchases directly through social media platforms. The study’s data are illustrated using charts and tables, including pie charts and tables representing platform influence, showing frequency of exposure and depicting changes in purchase behaviour. Based on these findings, it is suggested that marketers should focus on targeted visual content, engage influencers relevant to their niche, and actively encourage positive customer reviews to maximize conversion. In conclusion, social media has transformed traditional buying behaviour, making digital engagement and social commerce essential tools for influencing consumer decisions.