Article’s

The rapid growth of social media platforms has significantly transformed the way businesses communicate with consumers, making social media marketing a critical component of modern marketing strategies. This study examines the impact of social media marketing on customer purchase intention by analysing key factors such as content quality, interactivity, trust, brand engagement, and electronic word-of-mouth. Using data collected from consumers active on social media platforms, the research employs quantitative analysis to assess the relationship between social media marketing activities and consumers’ willingness to purchase. The findings indicate that social media marketing has a positive and significant influence on customer purchase intention, with interactive content and perceived credibility playing a particularly strong role. These results provide valuable insights for marketers seeking to enhance customer purchase intention through effective social media marketing practices.