Influence Of Social Media Marketing on Consumer Buying Behaviour

Abstract : The rapid growth of social media has significantly changed the way consumers search for information and make purchase decisions. This study examines how social media platforms influence consumer buying behaviour, with special focus on brand awareness, advertisements, influencer reviews, and user-generated content. Primary data were collected from 150 respondents using a structured questionnaire, and the data were analysed using percentage analysis and projected with the help of tables and charts. The findings show that most respondents actively use social media several times a day and rely on platforms such as Amazon, Meesho, Instagram, and YouTube for product information and reviews. Influencer reviews, customer ratings, and unboxing videos were found to have a strong impact on purchase decisions, while many consumers remain neutral about trusting products solely based on online reviews. The study highlights the growing importance of social media as a marketing tool and suggests that businesses should focus on engaging content, customer reviews, and influencer collaborations to better connect with consumers and influence their purchasing behaviour.