This research examines the impact of social media on consumer behaviour in online shopping, with a particular focus on how reviews and recommendations influence purchasing decisions. The study was conducted across five major cities in Punjab—surveying 500 participants through a structured 14-item questionnaire. Key findings reveal that income is the most significant demographic factor affecting purchase behaviour, while age and gender show differentiated influences. The study underscores the pivotal role of social media in shaping online shopping patterns and highlights the need for marketing strategies that are responsive to demographic nuances, especially income and age. By offering insights into the behavioural dynamics of digital consumers, this research provides valuable implications for businesses aiming to enhance their online marketing effectiveness through targeted social media engagement.
Dua et al. (Thu,) studied this question.