Digital Disruption: Exploring the Influence of Social Media on Consumer Shopping Habits in Bangalore, India

Abstract

This study examines the influence of digital marketing and social media marketing on consumer buying behaviour in Bangalore city, India, focusing on students from MBA/PGDM program in Bangalore. The research aims to understand how digital platforms affect purchasing decisions, identify the key factors driving these changes, and evaluate the overall impact of digital marketing strategies. A sample of 121 students was surveyed using structured questionnaires. The findings indicate a significant relationship between social media engagement and consumer behaviour, with social media platforms serving as crucial touchpoints for product discovery and decision-making. The study also reveals that peer reviews, influencer endorsements, and targeted advertisements play pivotal roles in shaping consumer preferences. These insights suggest that marketers should leverage social media marketing to enhance brand visibility and influence purchasing decisions. This research contributes to the growing body of literature on digital marketing's effectiveness and offers practical recommendations for marketers aiming to optimize their strategies in the digital age.