FROM LIKES TO SALES: UNWRAPPING SOCIAL MEDIA'S CONTRIBUTION TO E-COMMERCE SUCCESS

Abstract

Social media is used regularly by almost half of the world's population, and that number is rising. In India also, social commerce is expanding incredibly quickly. Due to a significant portion of the population using social media like Facebook, Instagram, and even TikTok, the increase was unstoppable, particularly in India. tier III and even rural areas were reached by social media thanks to content created in Indian communities. E-commerce businesses now frequently utilize influencer marketing to advertise their items on social media. According to a Forbes analysis, 81% of the Instagram users polled indicated they use the platform to read influencer reviews of products before making a purchase. The researcher used secondary data collecting for this work by reviewing government papers, websites, journal articles, and other sources. In this investigation, the researcher looked into a few firms and their social media marketing plans.