Impact of Social Media Marketing on Consumer Purchase Decisions in India

Social media has emerged as a transformative marketing tool in the Indian consumer market, where platforms like Instagram, YouTube, and Facebook shape consumer perceptions and decisions. This study investigates the impact of social media marketing—particularly influencer campaigns, personalized content, and emerging technologies—on consumer purchase behaviour in India. A mixed-method approach was employed, combining exploratory interviews with structured surveys from 70 participants across diverse demographics. Key findings highlight that influencer marketing and personalized content significantly affect purchasing intent, especially among Gen Z and millennials. The study also reveals that emotional appeal, trust, and platform-specific content play vital roles in influencing buying decisions. This research offers insights for marketers to tailor campaigns for deeper engagement and conversion in India’s rapidly evolving digital ecosystem.