Social Media Influence on Online Buying Behaviour A Conceptual Study with Special Reference to IT Professionals

Social media has emerged as a powerful tool influencing consumer behaviour in online environments. While existing studies examine general consumer patterns, limited research has focused on specific professional groups such as IT professionals, who are digitally literate and highly active online. This conceptual study explores the influence of social media on the online buying behaviour of IT professionals. Integrating the Stimulus–Organism–Response (S-O-R) model, Technology Acceptance Model (TAM), and Consumer Online Brand-Related Activities (COBRA), the study identifies key variables including social media engagement, electronic word-of-mouth (e-WOM), influencer credibility, digital literacy, and trust. The conceptual framework proposes that social media engagement, influencer credibility, and e-WOM positively influence online purchase intention, with trust acting as a mediator and digital literacy as a moderator. The study provides theoretical insights into how IT professionals process online information and make purchasing decisions. The findings have practical implications for marketers aiming to design credible, informative, and targeted social media campaigns to enhance purchase intention among this tech-savvy segment.