Impact of Social Media Contents on Consumer Product Selection: Click & Order, Click Only Business Perspective

Abstract

The rapid proliferation of social media has transformed consumer decision-making processes across both physical and digital retail environments. This study examines the impact of social media content on consumer product selection, comparing brick-and-mortar and click-and-order business contexts. Using a qualitative design, data were collected through Focus Group Discussions (FGDs) involving 30 participants, including students, jobholders, and online business owners. Using thematic analysis, six key themes emerged: (1) social media as a product discovery outlet, (2) peer recommendations and influencer effects, (3) impact on physical shopping, (4) influence on online purchasing, (5) preference for specific content types, and (6) skepticism and trust issues. Findings reveal that social media serves as a primary catalyst for product discovery, with platforms such as Instagram, TikTok, and YouTube shaping both online and offline purchase intentions. Consumers rely heavily on user-generated content, influencer endorsements, and interactive formats such as short videos and testimonials, while also increasingly skeptical of sponsored content. The results indicate that social media influences all stages of the consumer journey—from awareness to purchase—though its effects differ between traditional and digital retail channels. This study contributes to the literature on digital consumer behavior, social commerce, and omnichannel retailing, offering actionable insights for marketers to design platform-specific, authentic, and engaging content strategies. The findings also provide strategic guidance for retailers seeking to integrate social media-driven engagement into holistic omnichannel experiences that enhance customer trust, satisfaction, and brand loyalty.