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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM64084
Volume:
10 |
5 |
May 2026
Pages:
1-6
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.
MBA
Rathinam Technical Campus
MBA
Rathinam Technical Campus
Social media marketing has emerged as one of the most influential digital marketing tools affecting consumer buying behaviour in the modern business environment. Organizations increasingly use social media platforms such as Instagram, Facebook, WhatsApp, and YouTube to improve customer engagement, create brand awareness, and influence purchasing decisions. The present study aims to analyse the role of social media in influencing consumer buying behaviour with special reference to CDO Impex Pvt Ltd. The study adopted a descriptive research design. Primary data were collected from 150 respondents through structured questionnaires, while secondary data were gathered from journals, articles, books, and websites related to digital marketing and consumer behaviour. Statistical tools such as percentage analysis, chi-square analysis, and correlation analysis were used for interpretation. The findings reveal that online advertisements, influencer marketing, customer reviews, and digital communication significantly influence customer purchase intention and brand preference. Instagram and WhatsApp were identified as the most preferred social media platforms among respondents. The study also found a strong positive relationship between social media marketing and consumer buying behaviour. The study concludes that organizations focusing on effective digital communication and customer engagement strategies can improve customer satisfaction, market performance, and long-term business growth.
KEYWORDS
The study concludes that social media marketing plays a major role in influencing consumer buying behaviour and customer perception. Online advertisements, customer reviews, digital communication, and influencer marketing significantly affect purchase decisions and customer satisfaction. Consumers increasingly depend on social media platforms for product information, brand comparison, and online communication before making purchasing decisions. Organizations maintaining effective social media presence and strong digital communication strategies achieve better customer engagement, improved brand preference, and stronger market performance. Therefore, organizations should continuously strengthen digital marketing practices and customer interaction strategies to improve long-term business growth and market competitiveness.
The study concludes that social media marketing plays a major role in influencing consumer buying behaviour and customer perception. Online advertisements, customer reviews, digital communication, and influencer marketing significantly affect purchase decisions and customer satisfaction. Consumers increasingly depend on social media platforms for product information, brand comparison, and online communication before making purchasing decisions. Organizations maintaining effective social media presence and strong digital communication strategies achieve better customer engagement, improved brand preference, and stronger market performance. Therefore, organizations should continuously strengthen digital marketing practices and customer interaction strategies to improve long-term business growth and market competitiveness.
Publication Date
5/26/2026
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.
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