The Impact of Social Media Marketing on Consumer Buying Behaviour

The Impact of Social Media Marketing on Consumer Buying Behaviour

Bharat Kumar Sharma

Under the Guidance of Dr. Brahmanand Sharma

Master of Business Administration, Galgotias University

Introduction

Background of the Study

In the digital era, social media has revolutionized the way businesses interact with consumers. Platforms such as Facebook, Instagram, YouTube, Twitter (X), and Linkedin have become powerful tools not just for communication but also for marketing and brand promotion. With billions of active users worldwide, social media offers businesses an unparalleled opportunity to reach, engage, and influence potential customers in real-time. This transformation has led to the emergence of social media marketing (SMM)-a strategy that uses social networks to promote products, services, and brand value.

As consumers increasingly rely on online platforms for product research, peer reviews, and purchasing decisions, the role of social media in shaping buying behaviour has become more critical than ever. Influencer marketing, interactive content, targeted advertising, and user­ generated reviews are some of the mechanisms through which social media platforms impact consumers' perceptions and purchasing choices.

Statement of the Problem

Despite the growing investment in social media marketing by brands across industries, there is still a need to understand how and to what extent these strategies influence consumer decision-making. Businesses often struggle to measure the direct impact of social media campaigns on customer purchase intentions and loyalty. Therefore, analyzing consumer responses to social media marketing efforts is vital to developing effective marketing strategies.

Objectives of the Study

The primary objective of this study is to examine the impact of social media marketing on consumer buying behaviour. The specific objectives include:

•         To understand consumer perception of social media marketing activities.

•         To identify key social media platforms that influence consumer purchasing decisions.

•         To analyze the relationship between social media engagement and brand trust.

•         To determine the role of influencers and peer reviews in shaping consumer choices.

Significance of the Study

This study is significant for marketers, brand managers, business owners, and academicians who seek to understand the evolving dynamics of consumer behaviour in the digital landscape. By providing insights into how social media marketing strategies affect buying behaviour, the research will aid in formulating more effective marketing campaigns and enhancing customer engagement.

Scope and Limitations

The scope of this study is limited to social media users, particularly those who actively engage with brand content online. The research focuses on consumer behaviour influenced by digital marketing activities on major platforms such as Facebook, Instagram, YouTube, and Twitter. While the study aims to provide broad insights, variations in individual preferences, geographical limitations, and the rapid evolution of digital platforms may affect the generalizability of the findings.

Structure of the Thesis

This thesis is organized into six comprehensive chapters, each designed to offer a coherent and logical progression of analysis -    from theoretical foundations to empirical findings and practical recommendations. The structure facilitates a systematic understanding of how social media marketing influences consumer buying behaviour in today's digitally connected marketplace.