Vol. 4, Issue 2, Part A (2022)

The widespread adoption of social media platforms has significantly transformed consumer purchasing behaviour by reshaping how consumers search for information, evaluate products, and form purchase intentions. This study examines the influence of social media platforms on consumer purchasing decisions through a comprehensive review of secondary empirical literature. Drawing on peer-reviewed studies published between 2015 and 2021, the research synthesises evidence on the roles of electronic word-of-mouth, influencer marketing, user-generated content, and social commerce in shaping consumer decision-making. The findings indicate that social media platforms exert strong influence by enhancing trust, reducing perceived risk, and fostering emotional engagement with brands. Engagement metrics and platform features further accelerate purchasing decisions by facilitating seamless transitions from awareness to action. The study contributes to consumer behaviour and digital marketing literature by clarifying the mechanisms through which social media platforms influence purchasing decisions in digitally mediated consumption environments.