A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING IN CONSUMER BEHAVIOUR

Abstract

The impact of social media marketing on consumer behaviour in the contemporary digital landscape is examined in this research paper, Because social media is so widely used and plays such an important role in marketing strategies, businesses hoping to thrive in the digital marketplace now need to understand how it affects consumer behaviour. This study used a mixed-method approach, utilizing both research methodology to examine the complex connections between social media marketing campaign and consumer decision-making processes. The study examines a variety of subjects, including the value of usergenerated content, the impact of influencers, the usefulness of different social media platforms, and the impact of targeted advertising on consumer perceptions and buy intentions.