THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOR

Abstract

ABSTRACT: The rapid evolution of digital platforms has significantly reshaped consumer- brand interactions, particularly in the context of purchasing behavior. Social Media Marketing (SMM) has emerged as a pivotal strategy, exerting substantial influence on consumer decision-making through mechanisms such as targeted content delivery, influencer collaborations, and personalized user engagement. This study investigates the impact of SMM on consumer behavior, with a specific emphasis on demographic variables, platform preferences, content typologies, and the role of trust-building mechanisms. Employing a mixed- method research design, data were collected from a sample of 70 respondents to evaluate behavioral changes influenced by social media platforms. The findings reveal that platforms such as Instagram and YouTube exert considerable influence on consumers' purchasing intentions, with influencer- generated content and user-generated reviews identified as particularly persuasive. The results underscore the critical role of consumer trust and perceived authenticity in driving the effectiveness of SMM strategies. This research offers meaningful contributions to the field of digital marketing by providing empirical insights that can aid practitioners in enhancing consumer engagement and optimizing sales outcomes through strategic use of social media platforms. Keywords: Social media marketing, consumer behavior, influencer marketing, platform engagement, digital advertising.