A Study Investigating the Role of Social Media Marketing in Shaping Brand Awareness, Consumer Preferences, and Purchase Intentions, Targeting Young Consumers

Abstract: This research examines the impact of social media marketing (SMM) on brand recognition, consumer preferences, and buying intentions among young adults in Bengaluru, India. The study explores how SMM tactics affect millennials' interactions with durable goods in the context of increasing digitization and evolving marketing strategies. The investigation employed a mixed-methods approach, gathering primary data from 400 social media-active young consumers (18-45 years old) via structured surveys, complemented by secondary data from scholarly sources. The relationships between SMM and key consumer behavior variables were analysed using statistical techniques, including correlation analysis, regression models, and hypothesis testing. The results indicate a Strong Positive Correlation between SMM and purchasing decisions (r = 0.804, p < 0.05), suggesting that targeted advertisements, influencer promotions, and interactive content significantly influence buying behavior. However, the link between SMM and brand awareness was found to be considerably weaker (*r = 0.048*), implying a limited direct effect on brand recall. Brand preference showed a moderate positive relationship with SMM (r = 0.292, p < 0.05), emphasizing the importance of tailored marketing and customer experience. Regression analysis confirmed that SMM, brand awareness, and brand preference together account for 73% of the variance in purchase decisions (R² = 0.730), highlighting SMM's crucial role in consumer decision-making processes. The research concludes that while SMM is an effective tool for influencing purchase intentions, its capacity to build brand awareness may require additional strategies. Practical suggestions include utilizing visual content, collaborating with micro-influencers, and striking a balance between digital campaigns and traditional media. The study's limitations, such as its focus on Bengaluru and age-specific sampling, point to opportunities for future research across diverse demographics and regions. These findings provide actionable insights for marketers seeking to optimize SMM strategies in the dynamic digital marketplace.