Published Paper Details:

Social media has remodeled the way people connect, communicate and share information. It has transformed various aspects of our lives, including the way we shop and engage in e-commerce. Rather than relying on traditional methods such as magazines, radio and television, consumers are progressively using social networking sites to look for information regarding various products and services. With the rise of platforms such as Facebook, Instagram, Twitter and YouTube, social media has become an integral part of the business landscape, playing a significant role in the growth and success of e-commerce businesses. The convergence of social media and e-commerce has created new opportunities for businesses to reach and engage with their target audience. Social media platforms provides an extensive user base allowing businesses to exhibit their products or services to a vast number of potential customers in unique ways. The study aims to investigate the role of social media in e-commerce, specifically focusing on consumer engagement and purchase decisions. By understanding how social media influences consumer behavior, businesses can optimize their marketing strategies to enhance consumer engagement and drive sales in the e-commerce landscape.