Assessing the Role of Social Media Marketing on Consumer Behavior

This paper investigates the relationship among various demographic and behavioral characteristics of consumers in relationship with social media marketing and how these relationships impact the overall consumer behavior of Social Media users. A structured questionnaire was employed for data collection from the respondents of various demographic and behavioral characteristics of consumers. Correlation analyses of different variables reveal weak positive correlations between age, gender, monthly income, and time spent on social media with average spending on social media purchases. There is also a notable observation of a moderate positive correlation between following brands and interacting with their content. It can also be seen that consumer satisfaction strongly correlates with comfort in social media purchases. Regression analysis identifies brand loyalty and the quality of social media advertisements among other variables has a substantial impact in the new product/service consideration. These findings highlight the importance of engagement and advertisement quality in social media marketing strategies.