FROM INFLUENCE TO CONVERSION: A CROSS-PLATFORM STUDY ON SOCIAL MEDIA'S ROLE IN SHAPING CONSUMER INTENTIONS

Abstract In the evolving landscape of digital marketing, social media platforms such as Facebook, Instagram, and YouTube have become pivotal in influencing consumer behavior. This paper explores the impact of these platforms on consumer purchase an intention, particularly how algorithmic feeds, visual content, and influencer marketing guide decision-making. Drawing from contemporary research and verified platform data, the study emphasizes the shift in consumer psychology and brand interaction from passive browsing to active, impulse-driven conversions. It also investigates demographic engagement trends, content authenticity, and the role of cross-platform brand presence. The study concludes with strategic recommendations for businesses looking to optimize their digital engagement and boost conversion rates. Keywords: Social Media Marketing, Consumer Behavior, Purchase Intentions, Facebook, Instagram, YouTube, Cross- Platform Strategy, Algorithmic Feeds, Influencer Marketing, Visual Content, Digital Conversion.