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@article{197759,
        author = {SHWETHA  Y},
        title = {A Study on the Influence of Social Media on Consumer Behaviour},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {9543-9551},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=197759},
        abstract = {Social media platforms such as Instagram, Facebook, Twitter, and YouTube have significantly influenced consumer behaviour, altering how individuals interact with brands, discover products, and make purchasing decisions. This study explores the impact of social media on consumer behaviour, focusing on the roles of influencers, user-generated content, and social media advertising. Through a mixed-methods approach, including surveys and case studies, the study highlights the importance of transparency, personalized engagement, and platform-specific strategies in shaping consumer trust, engagement, and loyalty. Findings reveal that visual content, peer reviews, and targeted advertising significantly influence purchase intentions. Ethical considerations, including data privacy and authenticity, are also addressed. The results provide actionable insights for marketers seeking to optimize social media strategies.},
        keywords = {social media, consumer behaviour, influencers, user-generated content, purchase decisions, trust, social media marketing, data privacy, engagement, digital marketplace.},
        month = {April},
        }