Impact of Social Media trends and its associated brand campaigns on Customer Purchase Intention

Impact of Social Media trends and its associated brand campaigns on Customer Purchase Intention

Opal Gidwani1 , Prof. Sujay C2

Opal Gidwani1 (Student of BBA- PES University)

Prof. Sujay C.2 (Assistant Professor, Faculty of Management and Commerce PES University)

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Abstract - In the ever-changing digital ecosystem, this study investigates the complex interaction between social media trends and brand advertising, looking at their combined influence on customer purchase intention. Consumer preferences are shaped by social media's dynamic nature, and marketing campaigns deliberately take advantage of these trends to draw in customers, foster brand loyalty, and increase sales. The study uses both qualitative and quantitative methodologies with the goal of giving firms useful information for successfully adjusting their marketing strategy. The objective of the research is to provide businesses with a more sophisticated comprehension of customer behaviour, enabling them to improve engagement, adjust their plans, and effectively utilise digital platforms in the cutthroat industry.

Key Words:  digital, social media, brand, customer, purchase, marketplace