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@article{196138,
        author = {Ms. Seri Lalitha Devi},
        title = {A Study on E-Commerce and Social Commerce Influencing Consumer Behaviour in The Digital Era},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {no},
        pages = {79-83},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=196138},
        abstract = {The rapid expansion of digital technologies has significantly transformed consumer purchasing behaviour. The emergence of e-commerce and social commerce has provided consumers with convenient, interactive, and accessible platforms for buying goods and services. This study aims to analyse consumer behaviour towards e-commerce and social commerce in the digital era using primary data collected through a structured questionnaire. The survey was administered to consumers who actively use online shopping platforms and social media applications, and a total of 102 respondents participated in the study. The study focuses on understanding consumer preferences, frequency of online purchases, influence of social media, role of online reviews, and trust factors affecting buying decisions. The collected data was analysed using simple statistical techniques such as percentage analysis and graphical representation to interpret consumer responses effectively. The findings highlight the increasing dependence of consumers on digital platforms and the growing impact of social media in shaping purchasing decisions, providing valuable insights for marketers and businesses to design effective digital marketing strategies and enhance customer engagement in the competitive online marketplace.},
        keywords = {E-commerce, Social Commerce, Consumer Behaviour, Digital Marketing, Online Shopping.},
        month = {March},
        }