THE ROLE OF PSYCHOLOGICAL, TECHNOLOGICAL, AND SOCIETAL DRIVERS IN SHAPING CONSUMER BUYING BEHAVIOUR: INSIGHTS INTO SOCIAL MEDIA INFLUENCE AND CULTURAL TRENDS

Understanding the intricate interactions between psychological, technological, and societal aspects is essential for deciphering contemporary consumer purchasing behaviour in the quickly changing digital economy. With a focus on the influence of social media and cultural trends, this study investigates how these factors affect purchasing decisions. Alongside technological enablers like digital platforms, algorithms, and personalized marketing, psychological elements like perception, motivation, and personality are examined. At the same time, the study looks at how social media amplifies cultural norms, peer pressure, influencer culture, and other societal factors. The study uses a mixed-method approach, combining qualitative interviews and survey data to provide complex consumer insights. The results demonstrate how important cultural identification and internet interaction are in determining customer preferences and brand loyalty. By providing a comprehensive framework for comprehending consumer behaviour in the context of cultural change and digital transition, the research adds to the body of literature.