Social Media Influence and Online Purchasing Behaviour among Working Professionals

Abstract

In the digital era, social media platforms have become powerful marketing tools influencing consumer attitudes and purchasing decisions. Working professionals, due to their income stability and digital exposure, form a significant segment of online consumers. The present study examines the influence of social media platforms on the online purchasing behaviour of working professionals. The study analyses how factors such as social media advertising, influencer marketing, peer reviews, brand engagement, and promotional content affect purchase intention. A descriptive research design was adopted, and primary data were collected from 400 working professionals using a structured questionnaire based on a five-point Likert scale. The findings reveal that social media advertisements and peer reviews significantly influence buying decisions, while trust and perceived credibility play a crucial role in converting intention into actual purchase. The study highlights that although social media enhances product awareness and interest, concerns regarding authenticity and data security still impact consumer confidence. The research suggests that marketers should focus on transparent communication, personalized content, and trust-building strategies to strengthen online purchasing behaviour among working professionals.