THE DIGITAL SHOPPING REVOLUTION: A QUALITATIVE STUDY OF SOCIAL MEDIA’S IMPACT ON SHOPPING BEHAVIOR AMONG YOUNG ADULTS IN PAKISTAN

Abstract

Social media has evolved from a communication tool to a dominant force in influencing consumer habits, mobility, and economic decisions. This qualitative study looks at the lived experiences of young adult consumers (ages 18-30) in Pakistan and their social media-driven shopping habits. The study uses semi-structured interviews with 20 people (10 men and 10 women) to evaluate psychological triggers, digital coping methods, and socio-cultural impacts. Thematic analysis identifies important factors such as Influencer Credibility, Fear of Missing Out (FOMO), Digital Trust Deficits, and Algorithmic Impulsivity. The findings emphasize the need of consumer protection policies and digital literacy programs in promoting healthy purchasing behaviors within the Pakistani cultural setting.