Analyzing Social Media's Role in Shaping Consumer Purchase Decisions: A Theoretical Perspective

The Influence of Social Media Marketing on Consumer Purchase Intention

Journal of Advertising and Digital Communications, Vol. 3, Issue X, Year 2021

Abstract:

In recent times, social media platforms have emerged as a pivotal marketing medium beyond mere entertnment and content sharing. These platforms offer businesses the opportunity to leverage user data for targeted advertising, creating an ideal channel for direct interaction between organizations and customers. This study explore how social media marketing influences consumer behavior, particularly their intention to purchase.

The research was conducted using a quantitative approach with primary data collected from 122 participants through an online self-structured questionnre following simple random sampling techniques. The data comprised closed-ed questions related to buying behavior, including trust in brands and influencers, influence of reviews and recommations, attitudes towards products, and the intention to make purchases.

The Theory of Planned Behavior TPB, developed by Fishbein Ajzen in 1975, was employed as a theoretical framework for understanding consumer intentions. The study analyzed data using statistical tools such as frequencies, mean scores, correlation coefficients, and regression analysis via SPSS software.

The findings revealed that social media marketing significantly impacts various aspects of consumer decision-making processes. Trust in brands and influencers, reliance on user- content like reviews and recommations, attitudes towards products, and ing intentions to purchase are all influenced by social media activities.

Keywords: Social Media Marketing; Social Networking Sites SNS; Advertising and Sales; Theory of Planned Behavior; Consumer Attitudes; Persuasion

Rijitha R., 2021. The Impact of Social Media Marketing on Consumer Purchase Intention, Journal of Advertising and Digital Communications, Vol. 3, Issue X, Year 2021.

For a more detled citation style format, please refer to the specific journal's guidelines or APAMLA formats for academic publications:

Rajitha R., The Influence of Social Media Marketing on Consumer Purchase Intention, Journal of Advertising and Digital Communications, Vol. 3, No. X Year, pp. XYZ.

This document offers a concise summary with an appropriate tone for scholarly articles in the field of marketing and advertising research. The abstract provides key information about the study's purpose, , findings, and implications, while mntning academic rigor and clarity throughout.
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