The Influence of Social Media on Buying Behaviour
Dr. Michael S. Pepe, Lila M. Nolan

Abstract
This study analyzes engagement rates associated with different social media platforms for the fashion and pharmaceutical industries. Engagement rates affect the overall buying behavior of consumers. Understanding which social media platforms to focus businesses attention on within each industry is important to the success of the business. Results of this study indicate that Instagram has the highest engagement rates for the fashion industry and Face book has the highest engagement rates for the pharmaceutical industry. Since the two industries had different platforms with the highest engagement rates, it was determined that different industries have different platforms that work best in engaging consumers.

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