An Empirical Analysis of Role of Social Media and Influencer Marketing in Shaping Consumer Purchase Intentions in E-commerce

Abstract

E-commerce’s explosive growth has drastically changed marketing strategies, with social media becoming a key venue for advertising. E-commerce companies may engage directly with customers, increase brand awareness, and impact purchase decisions through social media marketing. Because influencer marketing can convey relatable and genuine brand messaging, it has become one of the most important digital marketing methods. Influencers have a significant impact on consumer attitudes and buy intentions in the internet marketplace due to their credibility and large following. The purpose of this study is to investigate how social media and influencer marketing contribute to the expansion of e-commerce and to assess how they affect customer purchasing decisions. Based on both primary and secondary data, the study uses a descriptive research design. Online consumers who regularly use social media sites were given a structured questionnaire to complete in order to gather primary data. Journals, books, websites, and earlier research papers were the sources of secondary data. To evaluate the data gathered, the study uses graphical depiction and percentage analysis. The results show that while influencer endorsements boost trust and lower perceived risk related to online purchases, social media platforms have a substantial impact on consumer awareness and engagement.