EXPLORING THE INFLUENCE OF SOCIAL MEDIA MARKETING WITH REFRENCE TO CONSUMER BUYING BEHAVIOUR ON HERBAL PRODUCTS

EXPLORING THE INFLUENCE OF SOCIAL MEDIA MARKETING WITH REFRENCE TO CONSUMER BUYING BEHAVIOUR ON HERBAL PRODUCTS

VANDANA V JAISINGHANI
Dr. ARNAZ WADIA

Abstract: The rapid growth of social media platforms has revolutionized the way businesses connect with consumers. In recent years, the marketing landscape has witnessed a significant shift towards social media marketing (SMM) as a powerful tool to engage with target audiences and promote products or services. This abstract aims to provide an overview of the relationship between SMM and consumer buying behavior specifically within the context of herbal products.

Consumer interest in herbal products has been steadily increasing due to rising health consciousness and a growing preference for natural alternatives. As a result, businesses in the herbal product industry have recognized the importance of effective marketing strategies to reach and influence potential customers. Social media platforms, such as Facebook, Instagram, and Twitter, offer unique opportunities for businesses to engage with consumers, create brand awareness, and ultimately impact their buying behavior.

This abstract explores the ways in which social media marketing strategies are employed to influence consumer buying behavior for herbal products. It discusses various factors that contribute to the effectiveness of SMM, including content creation, influencer marketing, user-generated content, and online communities. Moreover, it analyzes how social media platforms facilitate consumer interactions, trust-building, and information sharing, ultimately influencing the decision-making process.

The abstract also delves into the key determinants of consumer buying behavior of herbal products in the social media context. It investigates the influence of social media platforms on consumers' attitudes, perceptions, and purchase intentions. Factors such as product reviews, social proof, personalization, and social influence are examined in relation to their impact on consumer decision-making.

To provide a comprehensive understanding, this abstract incorporates relevant theories and frameworks from the field of marketing, such as the social influence theory, the theory of planned behavior, and the elaboration likelihood model. By examining existing literature, case studies, and empirical evidence, this abstract presents a holistic perspective on the interplay between social media marketing and consumer buying behavior of herbal products.

Overall, this abstract sheds light on the evolving dynamics of social media marketing and its impact on consumer behavior within the context of herbal products. The findings highlight the significance of effective SMM strategies in capturing consumer attention, building trust, and driving purchasing decisions. Businesses in the herbal product industry can leverage these insights to enhance their marketing efforts and tailor their approaches to meet the evolving needs and preferences of consumers in the digital age.