UDC 339.138:004.738.5:316.77(680)

Paballo Patience Ntobaki, Tshepo Tlapana, Cleopatra Moipone Matli

Abstract. This study examined the influence of social media on Durban customers’ purchasing decisions and the extent to which social media influences consumers’ decision-making while buying products. The primary purpose of this study was to determine whether consumers are eager to interact with products on social media platforms to obtain more information about product features, benefits, performance, prices, promotions, and reputation. An exploratory study employing a quantitative research approach was carried out, with questionnaires distributed to 400 Durban consumers over the age of 18 who were regular social media users. Descriptive and inferential statistics were employed in this study. The data were analyzed using the Statistical Package for Social Sciences (SPSS). The study discovered that social media is a very powerful communication tool that can be used to influence consumers’ purchasing decisions, and consumers stated that the more they knew about a product through social media, the more they desired to buy it, and vice versa. Businesses should incorporate promotional events, contests, and competitions on their social network product pages to enhance awareness, social media platform traffic, and customer engagement.

Keywords: Consumer Behaviour, Buyer Decision-Making, Social Influence Theory, Social Media.

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