How will Social Media Usage impact on Online shopping purchase intention

This document is a research thesis examining how social media usage influences online shopping purchase intention. It reviews multiple empirical studies and develops a comprehensive framework illustrating how variables such as social influence, e-WOM readership, personalization, trust, brand image, and social media viewership interact to shape consumer buying behavior in digital environments. The thesis uses a quantitative research design with structured Likert-scale questionnaires distributed to online shoppers, analyzed using PLS-SEM to test validity, reliability, and causal relationships within the proposed model. The results show strong convergent and discriminant validity, reliable measurement constructs, moderate explanatory power (R²), and good predictive relevance (Q²). Findings indicate that trust, personalization, social influence, and social media engagement significantly strengthen purchase intention. The document also discusses respondents’ descriptive statistics, limitations of the reviewed studies, and recommendations for future research, particularly the need to explore emerging platforms, evolving digital marketing strategies, and long-term behavioral patterns.