Impact of Social Media Advertising on Consumer Buying Behavior - An Empirical Study

Abstract

This study examines the influence of social media advertising on consumer purchasing behaviour.   Amidst the prevalence of digital communication and online interactions, it is imperative for businesses to comprehend the impact of social media on consumers' buying choices.   The study utilises a comprehensive methodology, investigating the many phases of the consumer decision-making process that are influenced by social media advertising.   The study highlights several important elements, including the impact of social media exposure on brand recognition, the efficacy of targeted advertising in reaching certain consumer segments, and the influence of engagement and interaction on consumer views.   The study also examines the impact of user-generated content, influencer partnerships, and real-time updates on consumer confidence and intention to purchase.   The research seeks to analyse the data collected from various social media platforms in order to find patterns and trends in consumer behaviour that arise from exposure to social media advertising companies.   In addition, the study examines the possible disadvantages, such as excessive information and privacy issues, linked to social media advertising and their influence on consumer decision-making.  The purpose of the research is to provide valuable insights for making strategic decisions in order to enhance social media advertising campaigns and ensure they are in line with customer tastes and behaviours.