Article’s

The rapid growth of social media platforms has transformed the way businesses communicate with customers and influence purchasing behavior. This study examines the impact of social media marketing on customer purchase intention, focusing on key factors such as content quality, interactivity, credibility, and electronic word-of-mouth. Using a quantitative research approach, data were collected from social media users through a structured questionnaire and analyzed using statistical techniques. The findings reveal that social media marketing has a significant and positive effect on customer purchase intention, with engaging and informative content playing a crucial role in shaping consumer attitudes.