Consumer Buying Behavior in the Era of Social Media Marketing

This research paper examines the transformative influence of social media marketing on consumer buying behavior in the digital age. Objectives include analyzing key drivers such as influencer endorsements, targeted advertising, and user-generated content, while employing a mixed-methods approach with surveys and regression analysis on data from 500 respondents. Findings reveal a strong positive correlation (r = 0.804) between social media engagement and purchase intent, with 70% of consumers influenced by platform interactions and 63% swayed by influencers, particularly on TikTok and Instagram. Platforms amplify emotional appeals and social proof, boosting repeat purchases by 22% among active engagers. The study underscores ethical challenges like transparency in sponsored content, where 58% of users demand authenticity. These insights hold significance for marketers seeking to optimize strategies amid evolving platforms, contributing to theoretical models like the Technology Acceptance Model and practical frameworks for sustainable consumer loyalty in a post-2025 digital landscape.