SOCIAL MEDIA MARKETING AND ITS INFLUENCE ON CONSUMER BUYING BEHAVIOUR

This study examined how social media marketing influences consumer buying behaviour, using chi-square, ANOVA and multiple regression. Purchase action varies with age, and purchase behaviour varies with platform. Three of the four SMM factors (influencer credibility, peer reviews and brand trust) significantly predict purchase behaviour, while engagement alone does not. Taken together, the results suggest that being believed counts for more than being seen. Firms that build credibility, encourage authentic peer voices and earn trust are in a better position to turn social media attention into purchases.

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