SOCIAL MEDIA AS A DETERMINANT OF BOOK PURCHASING BEHAVIOUR: AN EMPIRICAL AND THEORETICAL ANALYSIS

Abstract

As digital communication technologies have expanded, they have reshaped the way consumers connect with cultural products, with a notable impact on how books are discovered and consumed. Social media platforms now function as key environments where discovery, evaluation, and purchasing decisions are shaped through interaction, visibility, and collective feedback. As a result, consumer behaviour is increasingly influenced by socially embedded digital experiences rather than solely by individual preferences or traditional sources of information. This paper examines the mechanisms through which social media shapes book purchasing behavior, focusing on perceived authenticity, emotional engagement, and social validation. The findings highlight the growing complexity of decision-making in algorithm-driven environments, suggesting that purchasing choices are embedded within broader systems of influence that operate through both cognitive and affective processes.