Keywords
Social Media
Customer Purchase Decisions
Trust and Influence
social commerce
How to Cite
Abstract
This research investigates the influence of viral marketing on consumer buying behavior, demonstrating a considerable positive correlation. Social media platforms like Facebook, Twitter, YouTube, and blogs play a key role in spreading marketing messages. A sample of 636 respondents was analysed using various statistical tools. The Kaiser-Meyer-Olkin measure and Bartlett's test confirmed the appropriateness of the data for factor analysis. Descriptive statistics highlighted differences across demographic groups. Factor analysis identified key influences such as convenience, satisfaction, trust, and security. These factors significantly shape online consumer behavior. Viral marketing enhances engagement and influences buying decisions. Trustworthy and user-friendly platforms are essential. Overall, the study emphasizes improving customer experience in social commerce.
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