International Journal of Social Research and Development

authors
Aditi Srivastava

abstract
Change is dynamic. If you don’t change, the world will change you. This sentence perfectly fits into today’s scenario of buying behaviour where Social media is one of the most powerful tools in determining the dynamic shopping habits of consumers in any sector. Social media plays an influential, persuasive, and convincing role in today’s era where the majority of the global population uses the Internet on daily basis. The factors within social media affecting Buying behaviour are Word-of-Mouth, Website Quality, Perceived usage, Perceived easiness, Attitude, Perception, Price, Consumer Reviews, Product Recommendations and many more. This paper intends to theoretically study the factors with special reference to Artificial Intelligence and how these factors influence different segments of customers in Online buying behaviour. The focus is to understand the powerful role of social media in influencing and motivating customers through different Social Media platforms like YouTube, Facebook, LinkedIn, Twitter, and Instagram. Secondary sources of data like recent research papers, books, and recent research studies have been considered for the study. The findings of the paper show that Social Media is highly influential in purchase decisions. With the growing usage of the Internet and technology, it is even estimated to grow further at an increasing rate. The Sentiment Analysis enables the optimal usage of data collected, processed and analysed to determine the emotions, opinions and sentiments of the consumers in e-commerce.