A Comparative Study on the Impact of Social Media Marketing on Consumer Purchasing Behaviour

Abstract-Social media marketing has emerged as a transformative force in the business landscape, fundamentally altering the way brands engage with consumers and how consumers make purchasing decisions. This report provides a comprehensive overview of social media marketing, highlighting its growing significance in the digital age and its profound impact on consumer behaviour. With billions of users actively engaging on platforms such as Facebook, Instagram, Twitter, and TikTok, businesses are increasingly utilizing these channels to reach their target audiences through tailored content and strategic advertising. The report examines the various mechanisms by which social media influences consumer behaviour. Key factors include the role of user-generated content, which enhances authenticity and trust, as well as the effectiveness of targeted advertising that leverages data analytics to reach specific demographics. Additionally, influencer marketing has emerged as a crucial strategy, with social media influencers wielding substantial power in shaping consumer opinions and preferences. The concept of social proof, where consumers look to their peers for validation, is explored in detail, demonstrating how reviews, likes, shares, and comments can significantly impact purchasing decisions. Through a review of relevant literature and case studies, this report reveals notable trends in consumer behaviour, such as the increasing importance of visual content, the demand for interactive engagement, and the rise of instant purchasing options facilitated by social media platforms. Moreover, the analysis highlights the challenges brands face in navigating the complexities of social media landscapes, including managing negative feedback and maintaining a consistent brand image.