The Impact of Social Media Marketing on Consumer Behavior

The Impact of Social Media Marketing on Consumer Behavior

ANAND MISHRA

(Students of Commerce& Management, United University, Prayagraj, UP)

Abstract

The rapid growth of social media has transformed traditional marketing strategies, creating new opportunities for businesses to engage with consumers. Social media marketing (SMM) leverages platforms such as Instagram, Facebook, TikTok, and YouTube to promote products, build brand identity, and foster customer relationships. This paper investigates how SMM influences various aspects of consumer behavior, including brand awareness, trust, engagement, and purchase decisions. Drawing from recent empirical studies and theoretical frameworks, the research highlights the psychological and emotional mechanisms through which social media content affects consumer decision-making. The study also examines the role of influencers, peer reviews, and targeted advertising in shaping perceptions and buying intentions. Understanding these dynamics provides valuable insights for marketers aiming to optimize their digital strategies and for scholars exploring the evolving intersection of technology and consumer psychology (Alalwan, 2018).