A Structured Review of the Effects of Social Media Marketing on Consumer Behaviour.

A Structured Review of the Effects of Social Media Marketing on Consumer Behavior.

Bilal Ahmad Ganie, Udyesh Kumar Swain, Rishabh Thakur, Ahmed Mohamed Nour, Soumya Shekhar,
Guide by: Dr. Shikha Goyal
LOVELY PROFESSIONAL UNIVERSITY, JALANDHAR, PHAGWARA PUNJAB.
DEPARTMENT OF MBA

Abstract

Social Media has transformed the marketing landscape, reshaping how businesses interact

with consumers and influence purchasing decisions. This study examines the role of social media marketing (SMM) in shaping consumer behavior, emphasizing its impact on product discovery, brand interaction, and decision-making. A data-driven analysis revealed a moderate positive correlation (r = 0.629) between social media marketing and consumer purchasing behavior, highlighting the potential of SMM to influence consumer perceptions and foster trust.Social media platforms, such as Facebook, Instagram, and TikTok, allow businesses to engage directly with consumers through personalized content, influencer collaborations, and user-generated reviews. These interactions play a significant role in both pre-purchase and post-purchase phases, helping consumers form brand attitudes, make informed decisions, and share their experiences with others. This shift from traditional mass media to digital platforms has empowered consumers and strengthened brand-consumer relationships.While the benefits of SMM are substantial, including improved brand visibility and loyalty, challenges persist. Content saturation and the potential for negative feedback demand innovative and strategic approaches to stand out and maintain consumer trust. Businesses must remain agile, addressing consumer concerns transparently and adapting to evolving trends to ensure long-term success.In conclusion, social media marketing is a powerful tool for influencing consumer behavior, offering opportunities to build trust, foster loyalty, and create meaningful consumer connections. By navigating its challenges effectively, businesses can leverage SMM to achieve sustainable growth in an increasingly competitive digital marketplace.

Keywords: Social Media Marketing, Consumer Behavior, Digital Marketing, Brand Perception, Influencers, Consumer Engagement