Impact of Social Media Marketing on Consumer Buying Behavior
Devarshi Singh¹, Assistant Prof, Dr. Sana Moid²
¹ (Student, Bachelor of Business Administration, Amity University, Lucknow, Uttar Pradesh)
² (Assistant Professor, Bachelor of Business Administration, Amity University, Lucknow, Uttar Pradesh).
ABSTRACT:
The rapid expansion of digital technology and internet penetration has significantly transformed marketing practices worldwide. Social media marketing has emerged as a powerful promotional tool that influences consumer perception, engagement, and purchasing behavior. Platforms such as Instagram, Facebook, YouTube, and X (formerly Twitter) have reshaped traditional communication channels by enabling interactive and personalized marketing strategies. This research paper examines the impact of social media marketing on consumer buying behavior, focusing on how digital engagement, influencer marketing, online reviews, and targeted advertisements affect purchase decisions.
The study employs a quantitative research approach using primary data collected from 50 respondents through a structured questionnaire based on a five-point Likert scale. Percentage analysis and graphical representations such as pie charts and bar graphs are used to interpret consumer responses. The findings indicate that social media significantly influences purchase decisions, particularly among young consumers aged 18–25. Influencer recommendations, brand engagement, and visually appealing advertisements play a crucial role in shaping buying intentions and impulse purchases.
The research concludes that social media marketing acts as both an informational and emotional driver of consumer behavior. Businesses that effectively utilize social media platforms can enhance brand awareness, build trust, and improve conversion rates. The study contributes to existing literature by providing empirical insights into digital consumer behavior in the Indian context.
Keywords: Social Media Marketing, Consumer Buying Behavior, Digital Marketing, Influencer Marketing, Online Advertising
