Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{190812,
        author = {Dr. Rajeev Kumar Sinha and Nazish Shahid},
        title = {THE INFLUENCE OF SOCIAL MEDIA ON CONSUMER PREFERENCE ON CONSUMER DURABLES PRODUCTS IN INDIA},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {5897-5900},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=190812},
        abstract = {In India’s rapidly digitizing marketplace, social media has emerged as a decisive factor shaping consumer preferences, especially for consumer durables such as electronics, home appliances, and personal gadgets. This study examines how social media platforms influence preferences for durable products among Indian consumers in 2026. A pilot study of 50 respondents was conducted using structured questionnaires, gathering primary data on usage patterns, attitudes, purchase influence, and platform trustworthiness. Findings reveal strong directional influence of social media on brand awareness, product evaluation, and purchase intent. Facebook, Instagram, YouTube, and TikTok are dominant platforms driving information search and peer influence. The study employs hypothesis testing, descriptive statistics, and simple graphical interpretation. It concludes that social media significantly impacts consumer durable preferences, though demographic and trust variables mediate this effect. Implications for marketers include investment in social content strategy, influencer engagement, and analytics to refine campaigns.},
        keywords = {Social Media Influence, Consumer Durables, Consumer Preference, India, Digital Marketing, Social Media Analytics},
        month = {January},
        }