IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOR

The rapid growth of social media platforms has transformed the way businesses communicate with consumers, making social media marketing a crucial tool in influencing purchasing decisions. This study aims to examine the impact of social media marketing on consumer buying behavior, particularly among young adults. It focuses on key factors such as online advertisements, influencer promotions, customer reviews, and brand engagement that shape consumer preferences and decision-making. A descriptive research design was adopted for the study. Primary data were collected through a structured questionnaire from a sample of 150 respondents. The collected data were analyzed using statistical tools such as percentage analysis and correlation techniques to identify patterns and relationships between social media marketing activities and consumer buying behavior. The findings indicate that social media marketing has a significant influence on consumer buying behavior. Visual content, influencer endorsements, and peer recommendations play a major role in shaping consumer perceptions and purchase intentions. Consumers tend to trust user-generated content more than traditional advertisements. The study concludes that businesses should strategically leverage social media platforms to enhance brand awareness, build trust, and improve customer engagement, ultimately leading to increased sales and brand loyalty.