The Influence of Social Media Marketing on Consumer Buying Decisions

In today’s digital world, social media has revolutionized marketing strategies, reshaping how brands engage with consumers and how consumers make purchasing decisions. This research paper explores the influence of social media marketing on consumer buying behaviour, particularly among students. With the rise of platforms such as Instagram, YouTube, TikTok, and Facebook, businesses now interact directly with audiences, fostering personalized relationships and brand loyalty. One of the key aspects studied is the role of social media influencers, whose credibility and relatability often impact purchase decisions more effectively than traditional advertisements. The study includes a detailed literature review and a structured questionnaire distributed among 100 students aged 16–25. The responses were analysed through pie charts to understand consumer patterns in areas such as online purchase frequency, trust in influencer recommendations, and comparison with traditional marketing. The findings reveal that a majority of respondents are influenced by social media platforms and user-generated content, especially in categories like fashion, lifestyle, and technology. The research concludes that social media marketing significantly affects young consumers' buying decisions. Personalized ads, engaging visual content, testimonials, and influencer credibility are major contributing factors. These insights suggest that brands must focus on authentic, data-driven, and platform-specific strategies to effectively connect with their audience and drive purchasing behaviour. KEYWORDS: - · Social Media Marketing · Consumer Buying Behaviour · Influencer Marketing · Digital Marketing · Student Consumers · Online Purchase Decisions