Impact of social media on consumer buying behavior (Meta-analysis)

Abstract

The study reviews 60 empirical articles about the impact of social media and consumer purchase behavior from 2010 to 2021. This research would be one of the first studies that examine social media's effect on consumer purchase intention. These reviews identify various factors facilitating consumer purchase decisions and providing explanations for using social media to purchase goods and services. All the elements are unique and situational in nature and emerge as two significant determinants that affect the consumer buying behavior; these papers inform about the prominent forecasters of factors determining the consumer purchase decision. These papers will help practitioners and policymakers articulate and apply strategies to inspire people to use social media for making purchase decisions.