Impact of Social Media Marketing on Consumer Buying Behavior
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Impact of Social Media Marketing on Consumer Buying Behavior
Vansh Yadav1, Pratiksha Mishra2
Student (BCOM 6th), Amity University Chhattisgarh Email: vansh.yadav989@gmail.com
Corresponding Author: Assistant Professor (ABS), Amity University Chhattisgarh
Email: Pmishra1@rpr.amity.edu
Abstract
This study looks at how social media marketing is increasingly influencing consumer purchasing decisions, especially for Indian users. Social media platforms are now essential marketing channels for companies due to the growing popularity of mobile devices and the internet. In order to assess how consumers interact with digital content, ads, influencers, and brand communities, this study examines survey data gathered from 61 respondents. It also looks at the platforms and kinds of content that work best to influence decisions to buy. The results show that social media, particularly through visual content, user reviews, and promotional offers, has a major impact on consumer behavior, brand awareness, and trust. Along with recommendations for better utilizing social media marketing, issues like ad fatigue and privacy concerns are also covered.
Keywords: Social Media, Consumer Behavior, Digital Marketing, Buying Decision, Influencer Marketing, Social Media Platforms
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