How Social Media Influences What People Buy

In today’s world social media plays a role in shaping what people buy. Platforms like Instagram and TikTok are not just for entertainment anymore, they are extremely powerful tools for advertisers. Every day users are exposed to products through posts, ads, and videos. For example, if someone sees an influencer wearing a brand like Nike they are more likely to consider buying it because people take recommendations from people they follow and admire, as well as ads.

Colin Kaepernick in an image from one of Nike's "Just do it." campaigns

I interviewed a few people about this topic.

Jona Peralta: How often do you use social media each day?

Keila: I use social media between 2-5 hours a day mainly on platforms like TikTok and Instagram.

JP: Have you bought something because you saw it on social media?

Keila: Yes almost everyone always says they have bought at least one product after seeing it online, especially clothing shoes or food items.

JP: What was the last product you bought from social media?

Keila: I got a hair product called rizos curls and also bounces curl brush that I saw on TikTok  that really works on hair to give you more volume and definition.

JP: Have you ever regretted buying from a brand you saw online?

Mr. Denton: Yes because some products do not meet expectations or looked better online than in real life.

JP: What makes Nike stand out compared to other brands?

Mr. Denton: Nike stands out because of its strong brand image, high quality products and connection to top athletes. It represents performance, confidence and motivation which make people feel inspired to wear it.

JP: How did you feel modeling for Nike?

Mr. Denton: Modeling for nike felt amazing and motivating its a brand that represents hard work and success so being part of it made me feel proud and confident it also felt rewarding to represent a company that so many people look up to especially in sports and fitness overall it was a great experience that made me feel more connected to the brand and the meaning behind it.

JP: Do you trust brands more if you see them often online?

Sammy: Yes seeing a brand repeatedly makes it feel more familiar and trustworthy 

JP: What brands do you see the most on social media?

Sammy: I see Nike, Adidas and Apple on platforms like TikTok and Instagram.’’

JP: What makes someone stop scrolling and pay attention to a product?

Sammy: Content that grabs attention quickly like strong visuals, movement or something relatable makes people stop and look.

According to Regent University School of Business and Leadership, "The prevalence and widespread use of social media platforms have democratized information flow. Consumers now enjoy easy access to extensive product and service data. This accessibility empowers them to make informed decisions by providing essential tools and knowledge. Garg (2024) noted that social media platforms deliver real-time feedback and personalized marketing, both of which are critical to modern consumer engagement."

According to Forbes. "Nike has given their customers a reason to want to come back to their website every day and engage -  engage with Nike, engage with their friends. Everyone gets added value: the customers get something that helps them with their fitness regime and helps them interact with friends, while Nike gets valuable information about how customers are using its products. By creating a two-way conversation with consumers, Nike gains actionable insight into their needs and as the results show, they don’t just listen, they react. “It used to be just focus groups and then monitoring our sales and that was it. Now it’s a dialogue,” Shi said."