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The Impact of Social Media Marketing on Consumer Buying Behavior

Ravi Kumar Mishra

Assistant Professor Amity Business School, Amity University, Chhatisgarh

Purvansh changa , Student,

Amity Business School, Amity University, Chhatisgarh

Abstract

In the digital age, social media platforms have become powerful tools that significantly shape consumer buying behavior and influence purchase decisions. This study explores the dynamic relationship between social media trends, consumer trust, and user engagement in the context of online purchasing. With platforms like Instagram, Facebook, YouTube, and Twitter becoming integral to marketing strategies, this research investigates how exposure to social media content—such as influencer recommendations, advertisements, brand posts, and peer reviews—affects consumer perceptions, brand loyalty, and final purchase choices.

Using a mixed-method approach, the study collected data through structured surveys and in- depth interviews from a diverse demographic group. The findings reveal that consumer trust in social media influencers and peer reviews plays a crucial role in shaping purchase intentions. Additionally, frequent engagement with brand content and trending social media campaigns significantly increases product awareness and accelerates decision-making processes.

This research highlights the growing dependency of consumers on social media for product research and validation, underscoring the need for businesses to adopt more authentic and interactive strategies. It concludes that social media is no longer just a communication tool but a decisive factor in the consumer buying journey.