Authors: Salama Juma Shehe, Dr. Sahil Nazir
Abstract: This study examined the impact of social media marketing on consumer buying behavior. The rapid growth of digital technology and social networking platforms has transformed the way businesses communicate with customers and promote their products and services. The main objective of the study was to analyze how social media marketing influences consumer purchasing decisions. Specifically, the study examined the role of social media advertisements, online reviews, influencer marketing, and promotional content in shaping consumer buying behavior. The study employed a quantitative research design using a survey method. Data were collected through an online questionnaire created using Google Forms and distributed through social media platforms. A total of sample size 100 respondents participated in the study. The collected data were analyzed using descriptive statistics, including frequencies and percentages, and presented using tables and charts. The findings indicated that social media marketing significantly influences consumer buying behavior. The results showed that most consumers rely on social media platforms to obtain information about products, read reviews, and compare alternatives before making purchase decisions. The study concludes that social media marketing plays a critical role in influencing modern consumer purchasing behavior. Businesses should therefore invest in effective social media marketing strategies to improve brand visibility, customer engagement, and sales performance. The study recommends that companies should enhance their social media presence, collaborate with influencers, and provide reliable and engaging content to attract and retain customers.
