Track: Business and Innovation

Abstract

For a very long time, e-commerce has been altering the global retail landscape. Global pandemic outbreak forces individuals to become more reliant on technology, which increases online business opportunities. Social media's growing range of applications has an effect on how consumers behave while making purchases. This study's main goal is to uncover the social media influencing elements that customers use to decide whether or not to make an online purchase and to determine how these factors are correlated. This study employed interviews with 35 consumers, ranging in age from 18 to 40, who made a variety of online purchases, from regularly to infrequently, to determine its goal. Customer review, word of mouth, trust, ease of service, push to buy, influencers, price, cost of service, trend, offers, product variation and brand values are the identified as the main factors. This study will aid companies or people with similar interests in making business decisions, particularly when developing a plan for digital marketing.