The Influence of Social Media Marketing on Co...

The Influence of Social Media Marketing on Consumer Purchase Decision

Author Name : Jianna Batra

DOI: https://doi.org/10.56025/IJARESM.2026.14082609

ABSTRACT Social media marketing has emerged as an influential component of contemporary marketing strategy, transforming the ways in which businesses communicate with consumers, promote products, build brand relationships, and influence purchasing behaviour. The present study, titled “The Influence of Social Media Marketing on Consumer Purchase Decision,” examines how social media marketing activities affect consumers’ attitudes, preferences, engagement, and final purchase decisions. The study focuses on major dimensions of social media marketing, including online advertisements, influencer marketing, electronic word-of-mouth, customer reviews, promotional content, brand interaction, and personalized communication. It further considers the role of consumer trust, brand awareness, perceived credibility, and engagement in translating social media exposure into purchase intention and actual buying behaviour.