Authors : Dr. Sachin Awasthi; Sweta Kumari

Volume/Issue : Volume 11 - 2026, Issue 6 - June

Google Scholar : https://tinyurl.com/3m46dmus

Scribd : https://tinyurl.com/4p64sejj

DOI : https://doi.org/10.38124/ijisrt/26jun647

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : The present research paper examines the impact of social media on consumer behaviour in the contemporary digital marketplace. Social media has changed the consumer journey by converting the buyer from a passive receiver of advertising into an active participant who searches for information, compares alternatives, observes reviews, follows influencers, reacts to brand content and shares post-purchase experiences. The paper is developed on the basis of the introductory data, which identifies major constructs such as social media engagement, user-generated content, influencer marketing, online reviews and ratings, brand awareness, consumer trust and purchasing behaviour. The paper argues that social media influences consumer behaviour through both psychological mechanisms and behavioural enablers. Psychological mechanisms include perception, motivation, attitude, credibility, social proof and perceived risk, while behavioural enablers include convenience, digital payment, product availability, delivery reliability and return policies. The Bhopal context has been considered important because it reflects the coexistence of traditional market culture and increasing digital adoption. The paper uses a descriptive and analytical design and presents a conceptual analysis of key variables rather than claiming numerical findings in the absence of primary survey data. It concludes that social media is not merely a promotional medium; it is a participatory marketplace where consumers create, validate and circulate market meaning. Trust, authenticity, review quality and digital literacy emerge as central conditions that determine whether social media exposure becomes purchase intention and actual buying behaviour.

Keywords : Social Media, Consumer Behaviour, User-Generated Content, Influencer Marketing, Online Reviews, Brand Awareness, Consumer Trust, Purchase Intention, Electronic Word-of-Mouth, Bhopal.

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