A Study on the Influence of Social Media in Modern Marketing

Abstract : The rapid expansion of social media platforms has significantly transformed the way consumers interact with brands and make purchasing decisions. This study examines the impact of social media marketing on consumer buying behaviour, focusing on how digital advertisements, influencer promotions, peer reviews, and online content shape consumer preferences. The research is based on primary data collected from 100 respondents using a structured questionnaire, supported by secondary sources such as journals and websites. The findings reveal that social media, particularly Instagram, plays a major role in influencing purchase decisions, especially among young users. Factors such as discounts, visual presentation, and customer reviews were found to strongly affect buying behaviour. The study concludes that social media marketing has become an essential component of modern marketing strategies and continues to influence consumer decision-making processes.