Social Media and Online Shopping: Exploring Interactions and Implications in the Digital Environment

The advancement of technology and the widespread use of the Internet have significantly amplified the impact of media on individuals reshaping our lifestyles and social interactions. In light of the marketing strategies have swiftly transitioned to digital platforms proving to be more effective. Social media now plays a role in sparking competition, among businesses vying for consumer attention. The rapid evolution and intricacies of the landscape have posed challenges in pinpointing promotional tactics to maximise profits. This study delves into phenomena related to consumer behaviour and the sway of social media platforms on purchasing decisions. Despite studies exploring the impact of social media marketing on consumer behaviour, research remains limited within Romania’s context. As such, there is a lack of understanding regarding the interconnectedness between social media engagement buying patterns and attitudes towards social media ads. To bridge this knowledge gap, this research investigates how social media influences consumer buying behaviour and preferences towards advertising on these platforms. These insights offer a foundation for fostering e-Commerce growth and enhancing revenue generation via social media advertising.