Impact of Social Media Marketing on Consumer Behaviour

Impact of Social Media Marketing on Consumer Behaviour

Smayan Deb

Guide: Dr Priyanka Malik

Department Of International Business

Bachelor Of Business Administration

Amity International Business School

Amity University Uttar Pradesh

Abstract

This research intends to empirically evaluate the effect of social media on customer decision-making. Social media marketing is the practise of engaging your audience leveraging social media platforms in order to grow your brand's online presence and boost sales. It has altered how people interact, work together, and create and is growing in popularity among marketers and scholars today. This study's main objective was to determine how social media marketing affected consumers' purchasing decisions.

Consumers are motivated to buy items on social media sites by aspects including product quality, comfort, affordable prices, offers, and discounts. The most important element that influenced customers' purchase decisions was found to be brand name. A positive shopping experience on social media sites eventually encourages customers to refer their purchases to others. The survey also shows that social media marketing is currently the most well-liked and favoured type of digital advertising, which influences different marketing theorists and practitioners who want to operate in a related area.