Impact of “Social Networking Sites” and “Online Purchase Intention”: A Quantitative Investigation

Abstract

In today's digitally-driven world, SNS is now a central part of people's daily lives, influencing various aspects, including consumer behavior and purchase decisions. Through a comprehensive literature review, this study identifies key factors and theories relevant to SNS and online purchase intention, including social influence, information sharing, trust, and consumer engagement. The results suggest that SNS engagement positively affects consumers' intentions to make online purchases, highlighting the involvement of social networks in molding consumer behavior and purchase decisions. Furthermore, the study identifies specific SNS attributes and features that significantly impact online purchase intention, offering valuable implications for businesses seeking to leverage these platforms to enhance their e-commerce strategies. The implications of this study extend beyond academia, providing practical guidance for marketers and businesses aiming to harness the power of social networking sites to increase their online sales and improve customer engagement. The inference shows the significance of understanding the interconnections between digital social interactions and e-commerce, emphasizing the need for tailored marketing strategies to leverage the potential of SNS platforms in driving online purchase intentions