Social media marketing and consumer behaviour in online pharmacies: A study in Tamil Nadu, India

The digital revolution has irrevocably altered consumer shopping habits, with social media playing a pivotal role in influencing preferences and purchasing decisions. These ubiquitous platforms have transformed into online marketplaces, fostering brand exposure and trend creation. The rise of mobile applications further bolsters online shopping’s popularity by facilitating convenient anytime, anywhere purchases. Social media’s influence extends beyond mere awareness; it cultivates desires, fosters brand loyalty, and propels sales growth. Engaging narratives are crafted through strategic influencer marketing, compelling content, and targeted advertising, positioning products as integral components of aspirational lifestyles. However, the abundance of data and rapid shifts in trends can overwhelm and confuse consumers. This study delves into the impact of social media on online shopping behavior. We explore how social media shapes consumer perceptions, triggers purchasing decisions, and transforms the overall shopping experience. The aim is to provide valuable insights into the evolving landscape of online shopping. Understanding the mechanisms of social media is crucial for businesses to effectively reach their target audience and achieve sustainable growth.