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Stream/Area:
-
Subject:
-
Paper ID:
10.55041/IJSREM.GSTCOS089
Volume:
10 |
7 |
Jul 2026
Pages:
1-7
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Independent researcher
CMR Institute of Technology, Hyderabad, Telangana, India
Associate Professor
CMR Institute of Technology, Hyderabad, Telangana, India
The purpose of this study is to examine the impact of social media marketing on consumer buying behaviour. With the rapid expansion of digital platforms such as Instagram, Facebook, YouTube, LinkedIn, and X, social media marketing has become one of the most influential promotional tools used by organizations to attract customers, increase brand awareness, and affect purchasing decisions. The study evaluates consumer perceptions regarding social media advertisements, influencer recommendations, online reviews, promotional offers, and brand engagement. A descriptive research design was adopted for the study. Primary data were collected through a structured questionnaire from social media users, while secondary data were gathered from books, journals, websites, and reports. The findings reveal that social media marketing significantly affects consumer awareness, product interest, buying intentions, and final purchase decisions. The results further indicate that online reviews, influencer suggestions, and promotional campaigns strongly shape consumer trust and buying behaviour. The study provides useful insights for marketers and organizations seeking to improve digital marketing strategies and demonstrates the growing importance of social media marketing in influencing modern consumer behaviour.
KEYWORDS
The study concludes that social media marketing has become a highly influential factor in shaping consumer buying behaviour. Consumers increasingly rely on social media platforms to discover products, evaluate alternatives, read reviews, engage with brands, and make final purchase decisions. The findings show that social media advertisements, influencer recommendations, short-form video content, promotional offers, and product reviews all play a major role in influencing purchase intentions. The study also reveals that platforms such as Instagram and YouTube are particularly effective in attracting consumer attention and encouraging engagement. Trust in online reviews and influencer suggestions further strengthens the role of social media in the buying process. Therefore, businesses that effectively use social media marketing strategies can improve brand awareness, customer engagement, and sales performance. In conclusion, social media marketing is not only a communication tool but also a strategic driver of consumer behaviour in the digital marketplace. Organizations should continue investing in creative, interactive, and trustworthy social media campaigns to remain competitive and meet evolving consumer expectations.
· Kotler, P., Keller, K. L., Koshy, A., & Jha, M. (2020). Marketing Management (15th Edition). Pearson Education. · Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th Edition). Pearson Education. · Solomon, M. R. (2021). Consumer Behavior : Buying, Having, and Being (13th Edition). Pearson. · Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing (8th Edition). Pearson Education. · Ryan, D. (2021). Understanding Digital Marketing. Kogan Page Publishers. · Kapoor, K. K., Tamilmani, K., Rana, N. P., et al. (2022). "Advances in Social Media Research: Past, Present and Future." Information Systems Frontiers. · Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., et al. (2023). "Social Media Marketing and Consumer Engagement." Journal of Business Research. · Sharma, R., & Verma, S. (2023). "Impact of Social Media Advertising on Consumer Purchase Intentions." International Journal of Marketing Studies.
Publication Date
7/5/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
Funding Information
No funding information available for this research.
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