Abhay Saxena
Management
August 2024
This study examines the links between demographic traits, social media platform usage, and engagement indicators in order to investigate the influence of social media marketing on customer purchasing decisions. Based on a survey of fifty respondents, the study used a quantitative research design and descriptive and correlational analysis. The results show that the most popular social media sites among the middle-class, mostly youthful, gender-balanced sample are Facebook and Instagram. Click-through rates and shares have the largest positive associations with purchase influence, according to correlation study, underscoring their important role in influencing consumer decisions. Click-through rates and shares have a greater influence on purchasing decisions than likes and social media time, even though they also positively correlate with them. The least strong relationship is seen between buying behavior and comments. The findings imply that in order to successfully influence consumer purchase decisions, social media marketing strategies should concentrate on increasing engagement through click-throughs and sharing. The significance of focused social media marketing initiatives in influencing consumer behavior in the digital era is highlighted by this study
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