From likes to purchases: the effect of social media advertising on consumer buying behaviour in retail

The objective of this research is to analyse the impact of social media advertising on consumer buying behaviour (CBB) and assess the relationship between socio-economic variables and consumers’ sensitivity towards social media advertising. This research utilisis quantitative descriptive and analytical methodology, with the primary data obtained from 200 active social media users through a structured questionnaire. The data from 200 respondents were analysed by means of descriptive statistics, chi‑square test, multiple regression analysis, reliability and validity analysis, and structural equation modelling (SEM). The results of this research show that social media advertising has a significant impact on consumer awareness, perception of brands, purchase intention, and brand loyalty. On the other hand, socio-economic variables like age, occupation, income, and education are linked to differences in consumers’ reactions to social media advertising. The findings of the research suggest that social media advertising has a crucial role in influencing CBB at various levels. The use of digital channels and technologies to promote products, services, and brands to consumers.