Social Media Algorithms Influence Consumer Buying Behaviour: A Study of Instagram and Facebook

Abstract

This research study focuses on examining how social media algorithms function in influencing consumer buying behaviour, particularly on Instagram and Facebook. With the increasing use of customized content and targeted advertisements, these platforms significantly influence what users view and how they make purchase decisions. The study uses a mixed-method approach, including surveys and interviews, to analyse user awareness, emotional engagement, and key purchase triggers. The findings suggest that algorithm-driven personalization has a strong impact on consumer behaviour, especially through influencer content and repeated exposure to products. At the same time, some concerns related to data privacy and user tracking were also observed. Overall, the findings indicate that social media algorithms have a significant and measurable influence on consumer purchasing decisions.