THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOR

Abstract

ABSTRACT: The evolution of digital platforms has radically transformed how consumers interact with brands, especially in purchasing decisions. Social media marketing (SMM) has emerged as a dominant force, influencing buying behavior through targeted content, influencer partnerships, and personalized engagement. This study examines how SMM impacts consumer decision- making, focusing on demographics, platform usage, content types, and trust mechanisms. Using a mixed-method approach, 70 respondents were surveyed to assess behavioral shifts driven by SMM. Results indicated that platforms like Instagram and YouTube play significant roles in shaping purchasing intent, with influencer content and user reviews proving most persuasive. These findings suggest that consumer trust and content authenticity are central to effective SMM. The research contributes valuable insights for marketers aiming to optimize digital engagement and drive sales. Keywords: Social media marketing, consumer behavior, influencer marketing, platform engagement, digital advertising