The Influence of Social Media Algorithms on Consumer Buying Behaviour

Abstract

Social media algorithms significantly shape 72% of consumer purchasing choices by customizing content to align with user interests. This research investigates the connection between engagement metrics—such as likes, comments, and shares—and consumer purchases, employing structured questionnaires and sophisticated statistical methods like regression analysis and Spearman's rank correlation, analyzing responses from 224 participants. The findings indicate a notable link between personalized content and buying behavior, with algorithms enhancing engagement by adjusting content visibility. Importantly, over half of consumers believe that personalized advertisements directly affect their purchasing decisions, while higher user engagement boosts brand trust. The research emphasizes the necessity for digital marketers to align their content strategies with algorithmic trends to enhance visibility, engagement, and sales, especially as around 54% of users acknowledge the strong influence of algorithms on their content. This study highlights the imperative for marketers to stay proactive in adapting to algorithmic changes to optimize their digital marketing initiatives.