To Study the Mediating Role of Brand Consciousness Among Social Media and Buying Behaviour

The effect of social media influence on buying behavior: the moderating role of brand awareness, brand value perception and brand loyalty the first one is to establish how these brand-related factors are influenced by social media and subsequently the buying behaviour of consumers. This study employed a quantitative research technique and the survey research method; the respondents were 100; the sampling technique used was simple random sampling. The research question was tested using regression analysis on SPSS to determine the relationship between social media influence and buying behavior with brand consciousness as the mediator. The results indicated that social media influence has a positive impact on buying behavior, and brand awareness, brand value perception, and brand loyalty do not significantly affect the purchasing behavior of consumers. The findings of the study underscore the importance of social media in influencing consumer behavior indicating that social media is a major determinant of brand interaction and purchasing decision. Nevertheless, the mediating impact of brand-related variables was significantly lower suggesting that social media may directly influence purchase behaviour. Therefore, this study highlights the relevance of social media as a marketing communication tool and offers a conceptual framework that maps social media’s influence on consumer decision-making process as well as the directions for future research to understand the interdependency between social media and brand factors in consumers’ purchase decisions. Keywords: Social Media Influence, Buying Behavior, Brand Awareness, Brand Value Perception and Brand Loyalty.