A Study on Impact of Social Media Marketing and Electronic Word of Mouth Towards Consumer Purchasing Behaviour
JERUBBABEL JESURATHINAM L DR. GANANATH KHILLA
1.Research Student, School of Management Studies, Sathyabama Institute of Science and Technology, Chennai, Tamil Nadu.
2. Research Guide & Professor, School of Management Studies, Sathyabama Institute Science and Technology, Chennai, Tamil Nadu.
Abstract:
In today’s digitally connected world, social media platforms have become powerful tools for businesses to communicate with consumers, promote products, and shape purchasing decisions. This study focuses on understanding the impact of social media marketing (SMM) and electronic word of mouth (eWOM) on consumer buying behavior. As modern consumers frequently rely on digital content, peer recommendations, and online reviews before making a purchase, this research aims to explore how brand messaging, influencer marketing, and user-generated content influence consumer trust, awareness, and decision-making. Data was collected through a structured questionnaire distributed to a diverse sample of respondents and analyzed using statistical techniques to examine the relationships between social media exposure and consumer responses. The results indicate that both SMM and eWOM have a significant positive influence on purchasing behaviour, with eWOM demonstrating a particularly strong effect due to its perceived authenticity and relatability. Trust, emotional appeal, social validation, and perceived value were identified as key factors contributing to the consumer’s intent to purchase. The study highlights that brands which actively engage their audience through meaningful content and encourage positive user interactions are more likely to build loyalty and influence buying choices. These findings offer practical insights for marketers, emphasizing the importance of integrating honest, community-driven digital strategies to stay competitive in the evolving online marketplace.
Keywords: social media, electronic word of mouth(ewom), consumer trust, consumer behaviour, social proof.
