The Influence of Social Media Marketing on Consumer Purchasing Behavior

Abstract

In today’s digital age, social media has become a dominant force in shaping consumer behavior. This study explores the influence of social media marketing on consumer purchasing decisions, particularly through platforms such as Instagram, Facebook, YouTube, and WhatsApp. By surveying 230 respondents using a structured questionnaire, the research analyzes the most preferred platforms, frequency of advertisement exposure, and product categories most impacted by social media promotions. Statistical tools like the Chi-square test and Garrett Ranking Method were used to identify significant influencing factors. The findings reveal that Instagram Ads, Facebook Promotions, and YouTube Reviews are key drivers of purchase behavior, especially in fashion and beauty categories. The study highlights the effectiveness of visually engaging and targeted content, offering valuable insights for businesses aiming to optimize their digital marketing strategies.