INFLUENCE OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOR

Abstract

The rapid growth of social media has significantly transformed marketing practices, especially in influencing consumer buying behavior. Social media marketing leverages platforms like Facebook, Instagram, and Twitter to engage consumers and shape their purchasing decisions through personalized content, reviews, influencer partnerships, and targeted advertising. This paper explores the various ways social media marketing impacts consumer decision-making processes, highlighting the role of trust, engagement, and social proof. The study also examines factors such as brand awareness, consumer loyalty, and the influence of user-generated content on buying patterns. Understanding these dynamics can help businesses develop more effective marketing strategies to capitalize on the social media landscape.