Impect of social media marketing on consumer buying behavior
V. Nanthini
ABSTRACT Platforms such as Facebook, Instagram, and YouTube allow companies to reach a large number of consumers quickly and effectively. This study focuses on the impact of social media marketing on consumer buying behaviour. Social media advertisements, influencer promotions, product reviews, and online interactions play a major role in influencing the purchasing decisions of consumers. Many consumers rely on social media platforms to gather information about products, compare brands, and read customer reviews before making a purchase. The study also highlights how social media creates awareness, builds brand loyalty, and increases customer engagement. Overall, social media marketing has a significant influence on consumer behaviour and helps businesses improve their marketing strategies and sales performan