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THE IMPACT OF SOCIAL MEDIA

MARKETING ON CONSUMER BUYING BEHAVIOR

Authors:

𝗞𝗔𝗡𝗜𝗦𝗛𝗞𝗔 𝗬𝗔𝗗𝗔𝗩

SCHOOL OF BUSINESS, GALGOTIAS UNIVERSITY

MSB21P2010: MASTER OF BUSINESS ADMINISTRATION (MBA)Batch: 2023– 2025

Prof.( Dr. PRAGYA 𝐉𝐀𝐈𝐒𝐖𝐀𝐋) May 2025

ABSTRACT:

The rapid evolution of digital platforms has significantly reshaped consumer- brand interactions, particularly in the context of purchasing behavior. Social Media Marketing (SMM) has emerged as a pivotal strategy, exerting substantial influence on consumer decision-making through mechanisms such as targeted content delivery, influencer collaborations, and personalized user engagement.

This study investigates the impact of SMM on consumer behavior, with a specific emphasis on demographic variables, platform preferences, content typologies, and the role of trust-building mechanisms. Employing a mixed- method research design, data were collected from a sample of 70 respondents to evaluate behavioral changes influenced by social media platforms.

The findings reveal that platforms such as Instagram and YouTube exert considerable influence on consumers' purchasing intentions, with influencer- generated content and user-generated reviews identified as particularly persuasive. The results underscore the critical role of consumer trust and perceived authenticity in driving the effectiveness of SMM strategies.

This research offers meaningful contributions to the field of digital marketing by providing empirical insights that can aid practitioners in enhancing consumer engagement and optimizing sales outcomes through strategic use of social media platforms.

Keywords: Social media marketing, consumer behavior, influencer marketing, platform engagement, digital advertising.