Decoding the Social Media Effect: Understanding its Influence on Consumer Purchase Intentions

Abstract

This research paper investigates the impact of social media on consumer purchase intentions. This study concludes that social media has a powerful impact on consumer buying intentions and that personalized marketing has become a powerful marketing strategy for marketers because of technological advancement. The paper identifies that social media marketing factors like social media influencers, special discounts, ad campaigns, events, sales, and electronic word of mouth have a significant impact on consumer purchasing decisions. The existing literature on the same topic has been studied, and primary data was collected from 98 respondents using a closed-ended, structured questionnaire designed on Google Forms. The research aims to help businesses figure out how their buyers use social media as digital marketing efforts become more common and effective. In conclusion, the paper indicates that social media holds promising potential for ensuring the lasting viability of products or services in the contemporary technological market.