Impact of Social Media Advertisement on Consumer Buying Behaviour

The rapid proliferation of social media platforms has transformed the advertising landscape, offering marketers innovative tools to connect with consumers. This study explores the influence of social media advertisements on consumer buying behavior, focusing on platforms such as Facebook, Instagram, and YouTube. By employing a hybrid research methodology combining qualitative literature review and quantitative survey techniques, the study evaluates how content, visuals, and influencer marketing impact consumer decisions. Key findings reveal that nearly 46% of respondents acknowledged the role of social media in shaping their purchase decisions, with the 18–25 age group spending the most time online. The results also highlight a significant correlation between advertisement appeal and consumer brand attitudes, underscoring the importance of perceptual and rational ads in driving purchase intentions. The study concludes that social media advertisements significantly affect consumer behavior and offers actionable insights for marketers to enhance ad effectiveness and engagement strategies