An Analysis of the Impact of Social Media Marketing on Consumer Purchasing Behavior in the Digital Age
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Abstract
This academic paper aims to analyze the impact of social media marketing on consumer purchasing behavior by employing frameworks from digital marketing theories and consumer decision-making models. Key factors influencing consumer decisions are examined, including the credibility of influencers, ease of access to information, and user-generated reviews. Findings indicate that social media facilitates access to relevant information and strengthens meaningful consumer-brand relationships, enhancing purchasing decisions and long-term brand loyalty. Consequently, social media marketing proves to be a vital determinant of consumer behavior in the digital age.
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