EXAMINING THE ROLE OF SOCIAL MEDIA IN SHAPING E-COMMERCE PREFERENCES

Abstract

Amidst and after the COVID-19 pandemic, E-commerce has become increasingly significant in the economic realm, prompting experts to investigate the advantages of adopting E-commerce. The purpose of this study is to analyse the influence of several characteristics, such as social media engagement, the specific social media platform (Instagram), the type of content, and trustworthiness, on the preference for E-commerce. Given the significant role of E-commerce in the contemporary business landscape, this research aims to investigate the impact of these elements. The study examines the impact of Instagram, a platform for visual material, on the decision-making process of online commercial clients. The visually appealing design and effective storytelling capabilities of Instagram enhance consumer engagement and influence their preferences for online purchases. The perception of trustworthiness significantly impacts social media dynamics and e-commerce choices, as discovered by the study. The level of consumer confidence in the authenticity of social media content has a significant influence on online purchases. Trust-building marketing techniques can be tailored using practical strategies, particularly on visually focused platforms such as Instagram. This has the potential to impact customer decisions and enhance e-commerce revenue. It is important to recognise limitations, such as the specific demographic being studied, and the data collected from individual participants. Subsequent investigations ought to enhance the diversity of participants and employ alternative data collection techniques to enhance the generalizability of findings and mitigate response bias. It is advisable to do longitudinal studies to evaluate the long-term effects of impacts. Introducing additional parameters and considering cultural variations can provide a clearer understanding of the evolving correlation between social media and e-commerce preferences. Continual research is necessary to capture emerging trends and maintain relevance in the dynamic digital landscape.