Authors: Raushan Kumar, Dr. Navneet Seth
Abstract: The rapid growth of social media platforms has significantly transformed consumer behavior and purchasing patterns across India. While extensive research has examined the influence of social media marketing in metropolitan regions, limited attention has been given to its impact on consumers residing in Tier-II cities. This study explores the effect of key social media marketing factors, namely influencer endorsements, online reviews, targeted advertisements, brand interaction, and user-generated content (UGC), on consumers' purchase intentions in Bathinda city. A quantitative research approach was adopted, and primary data were collected through structured questionnaires administered to 150 respondents, primarily college students aged between 18 and 35 years, who constitute one of the most active segments of social media users. The data were analyzed using multiple linear regression techniques to determine the relationship between social media marketing variables and purchase intention. The findings reveal that all five variables exert a significant positive influence on consumers' buying intentions, explaining a substantial proportion of the variation in purchase behavior (R² = 0.68, p < .001). Among the examined factors, influencer endorsements (β = 0.41) and online reviews (β = 0.33) emerged as the most influential predictors of purchase intention. Furthermore, reliability analysis demonstrated strong internal consistency across all measurement constructs, with Cronbach's alpha values exceeding 0.79. The study enriches the existing literature by providing empirical evidence from a Tier-II Indian city and highlights the growing importance of social media marketing in shaping consumer decisions beyond major urban centers. The findings offer valuable insights for marketers and businesses seeking to develop effective digital marketing strategies targeted at increasingly connected and socially engaged consumers.
