Abstract
Consumers’ purchasing decisions are evolving due to the rise of digital platforms such as social networking sites and review aggregators. These platforms provide informative reviews and personalized recommendations, enabling customers to make faster, more confident decisions. Digital platforms—including ecommerce sites, social networks, and review platforms— significantly influence consumer behaviour by offering tailored options through big data and artificial intelligence. These technologies allow businesses to target consumers more effectively and help customers evaluate products and perspectives before making a purchase. This drives increased reliance on digital resources, enhanced decision-making, and greater confidence in purchase choices.