The Influence of Social Media Marketing on Consumer Behavior
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The Influence of Social Media Marketing on Consumer Behavior
Authors:
Aastha Agrawal, Dr. Pratiksha Mishra
- Aastha Agrawal, Bcom(H) Final Year Student, Amity Business School,
Amity University Chhattisgarh, India
- Pratiksha Mishra, Assistant Professor, Amity Business School,
Amity University Chhattisgarh, India
Abstract In the modern digital landscape, social media has become a transformative force in marketing and consumer interaction. This research paper investigates the influence of social media marketing (SMM) on consumer behavior, emphasizing the roles of influencer marketing, user-generated content (UGC), and platform-specific strategies. Based on a quantitative analysis of responses from 500 social media users aged 18 to 45, the study identifies critical relationships between marketing techniques and outcomes such as consumer engagement, trust, purchase intent, and brand loyalty. The findings indicate strong positive correlations, with UGC emerging as the most significant predictor of consumer trust and long-term loyalty. These insights provide strategic recommendations for digital marketers seeking to refine their content and engagement strategies across platforms.
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