The influence of social media marketing on consumer purchase decisions

Abstract

Social media marketing is one of the most important ways of marketing today. Many businesses use Instagram, TikTok, Facebook, and YouTube to promote their products, talk with customers, and build their brand. The use of social media is growing fast, and it has changed how people think and buy products.This study looks at how social media marketing affects consumer buying decisions. Social media marketing has five main parts: entertainment, interaction, trendiness, customization, and informativeness. These parts help attract people and give useful information.Consumer purchase decision is measured by purchase intention, product preference, purchase confidence, and recommendation intention. This means how much people want to buy, like the product, trust it, and tell others about it. The results show that social media marketing has a positive effect on people. It helps people feel interested, trust the brand more, and decide to buy products.Therefore, businesses should use interactive and informative content on social media to attract customers and improve their buying decisions.