# Social media influence on consumer purchasing behavior

> Developing situation record from CLSTR: https://clstr.news/situations/social-media-influence-on-consumer-purchasing-behavior
> Updated: 2026-10-27T00:14:31.000Z. Sources: 2. Developments: 2.

Recent reports and studies highlight the growing role of social media platforms in facilitating the consumer journey from product discovery to final purchase. A global insights report by DoubleVerify indicates that social media and walled garden platforms are evolving into full-funnel channels, with approximately 25% of global consumers having made a purchase through social media in the past year. Short-form video formats, such as TikToks, Reels, and Shorts, have emerged as significant drivers of consumer action, particularly in Latin America and the Asia-Pacific region.

Complementary research from the Universidad Nacional Daniel Alcides Carrión in Peru reinforces these trends, identifying TikTok as a leading platform for both viewing and direct purchases among students. While over 58% of surveyed participants reported making a purchase in the previous quarter, the research also identifies critical barriers to conversion. Specifically, a lack of trust remains a primary obstacle, with approximately 80% of participants avoiding purchases due to uncertainty. The findings suggest that consumers show a preference for paid advertisements that offer functional demonstrations, such as explanatory videos.

## Timeline

### 2026-10-27: Social media advertising impacts student purchasing decisions

A study at UNDAC reveals TikTok is a primary driver for student purchases, though lack of trust remains a major barrier for 80% of participants.

2 sources. https://clstr.news/cluster/social-media-advertising-impacts-student-purchasing-decisions

### 2026-10-14: DoubleVerify report shows social media as a direct path to purchase

A DoubleVerify report finds that 25% of global consumers have purchased products via social media, with short-form video emerging as a primary driver for consumer action.

4 sources. https://clstr.news/cluster/doubleverify-report-shows-social-media-as-a-direct-path-to-purchase

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Cite as: Social media influence on consumer purchasing behavior. CLSTR, https://clstr.news/situations/social-media-influence-on-consumer-purchasing-behavior