The Impact of Social Media on Consumer Behaviour in Raipur City: A Comprehensive Review of Information Access, Purchasing Habits, and Brand Awareness

Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 11 November 2025 17 Received: 2 November 2025 Revised: 18 November 2025 Accepted: 27 November 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17737708 The Impact of Social Media on Consumer Behaviour in Raipur City: A Comprehensive Review of Information Access, Purchasing Habits, and Brand Awareness Kajal Tripathi Research Scholar Department of Management, Kalinga University [email protected] Dr Smita Premanand Assistant Professor Research Supervisor, Department of Management Kalinga University, New Raipur Chhattisgarh India Abstract The use of social media has grown in recent years and is now crucial for companies of all stripes. Keep-At-Home was a very effective social media campaign during the pandemic. In order to meet necessities, consumers' purchasing habits shift due to this scenario. Analyzing how social media impacts consumer behavior is the primary goal of this study. According to this study, social media has altered the study's results, particularly amid the epidemic. To stay afloat and keep customers coming back for more, entrepreneurs have a unique problem under this condition: how to innovate and offer current goods and services. Entrepreneurs will find this helpful study as an evaluation tool. When there has been a significant shift in the company model, it is essential to embrace social media and be adaptable to new forms of advertising. Keywords: Social media, Behavior, Consumer, Brand trust, Purchase decision, Social media marketing. I. INTRODUCTION The rise of social media in the last few years has allowed companies to reach customers worldwide in previously impossible ways, completely changing the face of advertising. Brands may reach their target audience, increase brand recognition, and shape customer behavior via social media, which has billions of active users across different platforms. “Businesses that want to stay competitive in the digital marketplace must grasp the influence of social media marketing on customer behavior." People nowadays rely more on social media for product research, suggestions, and reviews, which has altered the dynamics of consumer behavior. The ubiquitous social media platforms have made it harder to distinguish Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 11 November 2025 18 Received: 2 November 2025 Revised: 18 November 2025 Accepted: 27 November 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17737708 between organic content and conventional advertising, opening up new channels for companies to engage with customers on a more genuine and individual level. So, companies are pouring much money into social media marketing strategies, such as sponsored content, influencer relationships, and targeted ads. Social media marketing is becoming more critical, yet more research needs to be done on how it influences customer behavior. “A thorough evaluation incorporating findings from diverse fields, such as marketing, sociology, and psychology, is necessary, even though many studies have investigated the efficacy of different social media marketing tactics.” The fundamental mechanisms driving consumer behavior in the digital age may be better understood by examining how social media marketing activities interact with consumers' decision-making processes. II. LITERATURE REVIEW Increased brand exposure has never been easier for companies than social media marketing, which is cost-effective and time-efficient [1]. A social phenomenon recognized by researchers and named the "Facebook Effect," Facebook's first worldwide domination was a groundbreaking accomplishment in mass communication [2]. We may anticipate similar moves from other niche social media sites like LinkedIn, Instagram, YouTube, TikTok, and Twitter. Depending on its social media platform, a company's bottom line may benefit from this strategy [3]. “Posting wares online and keeping up a social media presence is not enough to help a business stand out and become well-known in the industry [4].” In order to remain competitive and maximize the effectiveness of online advertising and social media marketing [5], companies must continuously create fresh content for these platforms [6]. When marketers saw increased social media participation, they started investigating the platform as a potential marketing tool for their companies [7]. Various tactics fall under the umbrella of digital marketing, such as SMM, IM, AM, EM, CM, SEO, PA, and PPC [8]. We have become more dependent on technology [9] and social isolation [10] to combat the current COVID-19 pandemic. Nowadays, it is the standard to accomplish almost everything online, including check-in, payments, and delivery. Because of the changes in our society, many individuals are trying to live more digitally. Among these is a marked aversion to more conventional types of advertising, such as those seen in newspapers, television, and radio, in favor of digital platforms. “Mass media advertising that addresses the whole market via integrated marketing communication methods uses conventional media like radio, print publications, and outdoor advertising like billboards [11].” For example, two-way communication between brands and customers is completely out of the question in the advertising industry. Companies also do not need to find a way to use traditional media to convey personalized advertisements. The proliferation of social media platforms has profoundly impacted modern social norms and communication styles. More advanced technologies have led to an increasing dependence on social media. As the COVID-19 situation demonstrated, this becomes abundantly evident when public servants depend largely on social media to disseminate information. Marketers have been keeping tabs on how society is evolving and how many social media platforms Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 11 November 2025 19 Received: 2 November 2025 Revised: 18 November 2025 Accepted: 27 November 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17737708 exist. Plus, they have seen firsthand how various social media platforms impact marketing campaigns uniquely [12]. “Many social media platforms are available nowadays, including Facebook, Instagram, TikTok, YouTube, LinkedIn, and many more”. Marketers are starting to see the importance of social media to their strategy and initiative success daily [13]. Marketers may get more helpful information as the social media sector continues to improve its analytics tools [14]. This being the case, many businesses are investigating social media marketing strategies to expand their consumer base [15]. Compared to traditional forms of advertising, social media marketing may reach more people for less money [16]. Japa Asritha Reddy and Dr. E. Murali Dharshan [17] Researched customer attitudes about online buying and identified the key elements that impact online consumers' evaluation and purchasing decisions. According to the survey, the three most critical factors impacting consumer behavior are trust, price, and convenience. According to their findings, online shopping can thrive in the future despite intense competition and constant change, provided that users take precautions to ensure the security of their financial data while making purchases. Consumer satisfaction with online purchases from FlipKart was studied in Raipur by Sri Shti Dixena and Suman Sahu [18]. Their primary objective was to determine Internet shoppers' satisfaction with products and services. The majority of people who took the poll are satisfied with the availability of high-quality things delivered promptly, according to the main results. According to the study, ordering online from Flip Kart is the best choice because of its purchase return policy and payment security. The study examined many aspects of customers' experiences with Flipkart's online shopping. Sadekar, Naila Pereira, and Poonam Deshprabhu [19]. Their primary objective was to determine what factors influence people's preferences for online purchases. Customers are more likely to be satisfied with their online purchases if they feel safe making comparisons, if they can save money, and if they get personalized attention. Earlier research defined a purchase decision as "buying a product or service from a particular vendor rather than a different vendor" [20]. Both internal and external marketing elements may impact consumers' buying decisions. “Beliefs and attitudes, know edge, personality, perception, way of life, responsibilities, and position are all internal influences; on the other side, things like socioeconomic status, membership groups, and culture are examples of external variables.” Service providers have found it difficult to recruit and maintain strong connections with important clients to guarantee continuous development and market presence [21]. This is because consumers are exposed to various product or service offers and have several options. Most service providers have social media pages to connect with customers online and build positive brand images [22]. “This is because marketing actors have noticed that consumers have grown more comfortable using internet channels and social media sites to connect.” When customers get more familiar with a brand and what it offers, they often look for further information online. Then, before purchasing, the pros and drawbacks of Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 11 November 2025 20 Received: 2 November 2025 Revised: 18 November 2025 Accepted: 27 November 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17737708 choosing that brand versus rivals [23]. Considering this, it is no surprise that social media sites have lately evolved into a potent tool for cost-effective virtual communication and client interaction. Businesses may quickly contact their target audience, boost customer interaction [24], and disseminate crucial marketing messages [25] using social media networks. Customers may have an impact and voice their ideas via online reviews, comments, and word of mouth, all thanks to their experiences [26]. Earlier works tended to describe brand trust as customers' readiness to put their faith in a brand to fulfill its explicit or implicit promise. As a result, businesses care about their customers and want to build lasting connections with them by looking out for their best interests. “Morgan and Hunt [27] state that brand trust develops when customers have faith in a service provider's honesty and dependability”. Consumers' reactions to various brands and their actions in the digital space are influenced by their trust and familiarity with the brand. Interactions on social media are crucial in building brand confidence, according to Calefato et al., Lanubile, and Novielli [28]. In addition, the authors noted that measurements from social media platforms may foster these connections, comments made on company websites, or material provided by the organization itself. “It will be simpler for businesses to communicate their marketing goals and establish positive brand perceptions in the eyes of target market customers if they have more faith in their brands [29].” Online trust is a significant factor in shaping customer behavior, according to Jadil et al., Rana and Dwivedi [30]. Research by Pop et al., Dabija, and Alt [31] have also shown that consumers' trust in a brand influences their purchasing behavior. Researchers have used various aspects of social media marketing to prove their influence on consumers' purchasing decisions [32]. Nevertheless, this article zeroes in on four unique aspects of social media marketing to identify their direct and indirect impacts on purchase decision-making via brand trust. Elements and aspects such as perceived usefulness, engagement, amusement, and informational value are included. Consequently, this paper's essential contribution is a unified framework for studying the impact of these factors on purchase decisions mediated by brand confidence. Looking at previous research, it is clear that the Arab area has done very little empirical research on these issues. “Consequently, this study's primary objective is to fill in the blanks in the literature on social media marketing and consumer decision-making by drawing on new data collected in the United Arab Emirates.” The empirical literature contains an increasing amount of research that examines the adoption and use of information technology. The fact that people's level of acceptability determines how successful IT applications are is a significant factor fueling this growing interest. This led to the development and validation of several hypotheses that sought to quantify the degree to which people and businesses embraced new technologies. Many researchers have used various theories to examine the factors contributing to people's openness to new technologies; these include the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). “On the other hand, the UTAUT, first Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 11 November 2025 21 Received: 2 November 2025 Revised: 18 November 2025 Accepted: 27 November 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17737708 suggested by Venk tesh et al. [33], is the most prominent theory adopted and used widely recently to determine what factors influence consumers' adoption and usage of technology in various settings.” In their review of the literature on technological adoption, Alawadhi and Morris [34] concluded that UTAUT was the best model to use. The UTAUT model has successfully unified the literature on technology adoption, according to Arfi et al. [35]. A significant component of IT, social media, has been a guide for academic work. The impact of social media marketing on consumers' purchasing decisions has been the subject of much UTAUT research. Hence, this study's theoretical underpinnings are based on the UTAUT model, which aims to examine the connection between social media marketing elements and purchase choice and confirm whether brand trust mediates these correlations. The impact of social media marketing elements on consumer behavior has been explained by several research studies using the UTAUT model (e.g., [36]). Adopting any modern information technology system also requires trust [37]. People are more likely to buy from companies they trust when they see positive reviews and interactions with those brands on social media. “These days, firms may market their wares and cultivate favorable impressions in the minds of consumers by connecting with them and reaching them readily via various social media networks [38].” Customers are more likely to buy items or services they like after seeing positive reviews on social media [39]. III. METHOD Research design Descriptive research Research equipment Questionnaire Sampling method Non-probability technique Sample design Data has been presented with the help of bar graphs, pie charts, etc. Sources of data Both primary and secondary sources of data were used to conduct the study. Plan of analysis • Visual depiction using charts and graphs • After using the required satisfactory tools, appropriate conclusions will be drawn. • The study's findings and recommendations will be provided to enhance its utility. Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 11 November 2025 22 Received: 2 November 2025 Revised: 18 November 2025 Accepted: 27 November 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17737708 IV. DATA ANALYSIS AND INTERPRETATION This section of the research report discusses the analysis and interpretation of data about the selected car companies' beta and alpha and their standard deviation, variance, correlation coefficient, and mean return. Shows the elements that influence online buying. Time savings are the top reason people go shopping online, followed by a preference for variety (74%), availability (66%), and a more extensive selection (78%). It shows that Amazon is the favorite among the respondents. When asked what they value most while shopping online, 45% said a wide selection of products, 25% said service after the transaction, and 30% said product reliability. When asked what they like to buy, 70% said electronics, 68% said clothing, 56% said home utilities and 47% said food. Among the factors consumers consider when purchasing ng, 35% value quality is the most important, 40% value price is the most important, and 10% value brand is the most important. Based on the data shown above, 55% of respondents, 30% of respondents, and 15% of respondents value product evaluations highly. What you just read is an example of a problem that Amazon consumers face when they try to buy anything. Most clients experience problems with EMI, 20% with more extended delivery periods, and 15% with purchase cancellations because of insufficient stock. The graph above illustrates the online payment system. While 65% think internet payments are safe, 25% are skeptical, and 10% are unsure. What you see above is the most typical method of payment that clients make. The following payment methods are accepted: cash on delivery 55% of respondents), net banking (10%), debit cards (50%) and credit cards (20%). Consumers are most satisfied with the following aspects of online shopping: 'Discounts and offers,' 'Searching for products on websites,' 'Availability of product information,' 'Visual appearance on websites,' 'Mode of payments, 'Safety and Security,' 'Description of terms and conditions, 'Packaging,' and 'Searching products in groups.' Consequently, according to customers, "discounts and offers" are the most loved characteristics of online shopping. Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 11 November 2025 23 Received: 2 November 2025 Revised: 18 November 2025 Accepted: 27 November 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17737708 V. RESULTS 1. It is clear from the graph that all respondents favor Internet shopping. 2. The graph shows the elements influencing online purchases. Time savings are the top reason people shop online, followed by a preference for variety (74%), availability (66%), and a larger selection (78%). 3. The respondents' preference for Amazon is seen in the graph above. When asked what they value most while shopping online, 45% said a wide selection of products, 25% said service after the transaction, and 30% said product reliability. 4. The following percentages are derived from the data shown in the graph: 70% for electronics, 68% for clothing, 56% for household utilities, and 47% for food. 5. When making a purchase, 35% of people consider the product's quality, 40% consider the price, and 10% consider the brand. The graph above supports this data. 6. The graph above shows that product evaluations are essential to three different percentages of respondents: 55 percent, 30 percent, and 15 percent. 7. The graph shows the problems Amazon consumers face when they buy anything. Most clients experience problems with EMI, 20% with more extended delivery periods, and 15 with purchase cancellations because of insufficient stock. 8. As seen in the graph above, respondents view an ad for a product. Fifteen percent of those who took the survey saw ads when they were online, ten percent said they seldom saw them, and five percent saw none at all. 9. The graph above displays the online payment procedure. 9. While 65% think internet payments are safe, 25% are sceptical, and 10% are uneasy. 10. The graph shows the payment method that clients utilize the most. The following payment methods are accepted: cash on delivery (55% of respondents), net banking (10%), debit cards (50%), and credit cards (20%). 11. The graph shows the reasons why people would rather pay online than with cash on delivery. Online payment options are the primary motivator for most responders (40%), followed by di counts (25%), the EMI facility (25%), and other factors (35%). 12. The data shows that 10% of respondents prefer eBay as their online shopping platform. When asked where they make their internet purchases, 55% said Amazon. 25% of the people questioned prefer the Flipkart website. Only 10% of those who took the survey shop online using the Snapdeal website. Only 5% of those surveyed said they only shop on the Jabong website. When asked about their preferred online retailer, 55% said Am zon.com. 13. The following table ranks the top 10 statements related to online shopping: "Prefer cash on delivery," "Shop at any time," "Information about products is sufficient," "Necessity of online payment facilities," "Products Shown on Very Accurate," "Long Time Required for Product Delivery," "Product Return to Seller," and thirteenth and fourteenth, respectively. So, the most important thing is how consumers feel about expressions like "prefer cash on delivery" that pertain to online purchasing. Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 11 November 2025 24 Received: 2 November 2025 Revised: 18 November 2025 Accepted: 27 November 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17737708 14. Online shoppers are most satisfied with the following features: 'Discounts and offers,' 'Searching products on websites', 'Availability of product information,' 'Visual appearance in websites,' 'Mode of payments', 'Safety and Security,' 'Description of terms and conditions', 'Packaging,' and 'Searching products in websites.' Consequently, "discount and offer" is the most loved characteristic of online shopping for customers. VI. DISCUSSION Consumer behavior strongly predicts an individual's inclination to buy different types of products [40]. In his definition of consumer behavior, Walters [41] states, "the process by which people decide whether to buy, what to buy when to buy it, and from whom to buy it." The process of seeking, acquiring, using, evaluating, and finally disposing of goods, services, and ideas is described by Schiffman and Lesli [42]. Advertising on social media platforms has the potential to impact consumers' preferences and purchasing decisions. According to research by Arul Jothi and Mohmadraj Gaffoor [43], consumers would spend more money if they could more easily access various media. Social media will be pivotal in marketing, product quality, and consumer preferences [44]. “Businesses, organizations, and institutions rely on social media for marketing and communication. Thus, it is important to look at its future about marketing and consumer behavior.” Compared to more conventional methods of building and maintaining feedback, Wibowo et al. [45] contend that social media conversations are better due to their inherent dynamism and reciprocity. According to Renu and Gupta [46], "Social media provides real-time information and facilitates two-way communication between retailers and consumers, enabling retailers to serve their consumers more efficiently and effectively through improved customer relationship management, product line extensions, cost-effectiveness, and customized offers." Nowadays, consumers value online product research tools highly, which highlights the need to maintain an active social media presence. Customer satisfaction affects the likelihood that a customer will purchase a business, which affects customer loyalty. According to Rita et al. (2019), businesses in the current digital age should prioritize client interactions and provide valuable, high-quality content. An attractive website gives a positive first impression to customers, who are more likely to purchase from that firm. Raising a company's reputation and trustworthiness among existing and potential consumers raises the possibility of social media conversion, says Haenlein et al. [47]. Businesses that value their customers' opinions and feedback should make them feel at ease while engaging with them on social media. Businesses would do well to have a digital presence to cater to the growing number of clients who rely on social media networks for support and customer care. If you take the time to make your clients happy, they will remain loyal and continue to bring in money for your business. A Brand and Marketing Institute poll in Indonesia shows that social media affects customer behavior there. According to the statistics, eighty percent of Indonesian consumers think social media greatly influences their purchase choices. As this finding shows, social media has become a new influencer due to its advertising potential. When promoting a Journal for Studies in Management and Planning (Peer-Reviewed Journal) ISSN: 2395-0463 Volume 11 Issue 11 November 2025 25 Received: 2 November 2025 Revised: 18 November 2025 Accepted: 27 November 2025 Copyright  authors 2025 DOI: https://doi.org/10.5281/zenodo.17737708 product on social media, companies should remember that brand logos, graphics, and taglines are three signs of how appealing the product is to the public. At the moment, Indonesians are very into social media. The fact that 107 million individuals in the nation are now active Facebook users is evidence of this. However, making an impression on social media may be challenging. Without a doubt, internet usage has significantly altered people's daily routines and behaviors [48]. Reviews and other types of product information are readily available, which has significantly improved the decision-making process for consumers. The shopper will research the product's pricing, features, and reviews written by actual customers before buying it. Having a solid internet presence and providing customers with valuable content are two critical factors in today's industry. Consequently, consumers will seek companies' social media pages for further information about their products and services. The same holds for increasing brand recognition: regular communication between businesses and their customers. Additionally, it will significantly impact the methods in which customers make purchasing decisions, including problem identification, solution seeking, option selection, and choice satisfaction. VII. CONCLUSION In recent years, online shopping has grown in popularity due to the proliferation of internet users. It is becoming more challenging for marketers to comprehend the wants and requirements of online buyers. Marketers may get an advantage over their competition by studying customer behavior regarding online buying, improving what makes people want to shop online, and concentrating on what makes people want to shop online. Internet marketers, therefore, need to focus on getting the word out about their company and products to all kinds of people in all kinds of places and on catering special deals and discounts to different age groups within those locations. They want their products to be suitable for consumers of all ages. Because most buyers in some areas expect to be able to pay with a credit card, businesses may need to set up more permanent cash-on-delivery facilities. Therefore, this study found that online marketers can increase their profits through branding, consumer awareness, and providing services that consumers expect based on convenience. This is because consumers' buying behavior is expected to change. REFERENCES [1]. Hopia, N., Maryam, N., Saiddah, V., Gadzali, S. 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