Abstract
In the digital era, social media has emerged as one of the most influential tools shaping consumer behavior and online purchasing decisions. E‑commerce companies extensively rely on digital platforms to influence buying preferences and enhance customer engagement. This study examines the role of social media platforms such as Facebook, Instagram, Twitter, and YouTube in shaping Amazon consumer preferences in Mangaluru City. Using a quantitative research design, primary data were collected from 102 respondents through a structured questionnaire. The study analyzes the influence of social media advertisements, influencer marketing, user‑generated reviews, and promotional offers on consumer decision‑making. The findings reveal that young adults are the most active users of Amazon’s social media content. Product reviews, unboxing videos, and discounts significantly impact purchase intentions. The study concludes that social media plays a crucial role in improving brand awareness, trust, and consumer engagement, suggesting that localized and interactive marketing strategies can further strengthen Amazon’s market presence.
Keywords
Amazon, Consumer Behavior, Influencer Marketing, Online Shopping, Social Media Marketing
Citations
IRE Journals:
Melson D Souza "The Role of Social Media in Shaping Amazon Consumer Preferences in Mangaluru City" Iconic Research And Engineering Journals Volume 9 Issue 7 2026 Page 2130-2132 https://doi.org/10.64388/IREV9I7-1713862
IEEE:
Melson D Souza
"The Role of Social Media in Shaping Amazon Consumer Preferences in Mangaluru City" Iconic Research And Engineering Journals, 9(7) https://doi.org/10.64388/IREV9I7-1713862
About IRE Journals
IRE Journals is an open access online journals established with an aim to publish high quality of research work in various diciplines. We have more than 6 years in publications. Over 2500+ papers already published.
Important Links
For Authors
Volume 8:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 7:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 6:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 5:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 4:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12Volume 3:
Issue 1, Issue 2, Issue 3, Issue 4, Issue 5, Issue 6, Issue 7, Issue 8, Issue 9, Issue 10, Issue 11, Issue 12