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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM64083
Volume:
10 |
5 |
May 2026
Pages:
1-5
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.
MASTER OF BUSINESS ADMINISTRATION
RATHINAM TECHNICAL CAMPUS
MASTER OF BUSINESS ADMINISTRATION
RATHINAM TECHNICAL CAMPUS
Social media marketing has transformed the modern business environment by creating direct communication channels between organizations and consumers. Social networking platforms such as Facebook, Instagram, Twitter, YouTube, and WhatsApp play a major role in influencing customer awareness, brand perception, and purchase decisions. Consumers increasingly depend on social media platforms for product information, reviews, recommendations, and online engagement before making purchasing decisions. The present study examines the impact of social media marketing on consumer buying behavior and evaluates the influence of online platforms on customer preferences and purchasing decisions. The study adopts a descriptive research design and uses primary data collected from 128 respondents through structured questionnaires. Secondary data was collected from journals, books, websites, and previous research studies related to digital marketing and consumer behavior. Statistical tools such as percentage analysis, chi-square analysis, and ANOVA were used for data interpretation. The findings reveal that social media marketing significantly affects customer buying decisions, brand awareness, and online engagement. Online reviews, advertisements, peer recommendations, and influencer marketing positively influence customer perception toward products and services. The study concludes that organizations adopting effective social media marketing strategies can improve customer relationships, strengthen brand loyalty, and increase business performance in the digital marketplace.
KEYWORDS
The study concludes that social media marketing has become a powerful promotional tool influencing consumer buying behaviour in the modern digital environment. Social networking platforms provide organizations with effective communication channels to interact with customers, improve brand awareness, and enhance customer engagement. Consumers increasingly depend on social media platforms for product information, reviews, recommendations, and purchase evaluation before making buying decisions. Online advertisements, influencer communication, and electronic word-of-mouth significantly influence customer perception and purchase intention. Organizations adopting innovative digital marketing strategies can improve customer satisfaction, strengthen brand loyalty, and achieve long-term business growth. Therefore, businesses should continuously invest in effective social media marketing practices to maintain competitiveness and improve customer relationships in the digital marketplace.
The study concludes that social media marketing has become a powerful promotional tool influencing consumer buying behaviour in the modern digital environment. Social networking platforms provide organizations with effective communication channels to interact with customers, improve brand awareness, and enhance customer engagement. Consumers increasingly depend on social media platforms for product information, reviews, recommendations, and purchase evaluation before making buying decisions. Online advertisements, influencer communication, and electronic word-of-mouth significantly influence customer perception and purchase intention. Organizations adopting innovative digital marketing strategies can improve customer satisfaction, strengthen brand loyalty, and achieve long-term business growth. Therefore, businesses should continuously invest in effective social media marketing practices to maintain competitiveness and improve customer relationships in the digital marketplace.
Publication Date
5/26/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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