The Influence of Social Media Marketing on Customers Purchasing Behaviour and Decisions

The rapid growth of digital technologies and social media platforms has significantly transformed marketing practices and consumer behaviour. Social media platforms such as Facebook, Instagram, YouTube, and Twitter provide businesses with effective tools to communicate with consumers, promote products, and build brand awareness. This study examines the influence of social media marketing on customers’ purchasing behaviour and decision-making. A quantitative research approach with a descriptive research design was adopted. Primary data were collected through a structured questionnaire from 60 respondents who actively use social media platforms. The collected data were analyzed using the percentage method to understand customers’ perceptions regarding social media marketing. The findings of the study indicate that social media marketing plays a significant role in influencing consumers’ purchasing behaviour. The results show that the majority of respondents belong to the younger age group (18–25 years), who are highly active on social media platforms. The study also reveals that platforms such as Instagram and YouTube are widely used by consumers and have a strong impact on product awareness and purchase intentions. Social media advertisements, influencer promotions, online reviews, and recommendations were found to significantly affect consumer attitudes and buying decisions. Furthermore, many respondents reported purchasing products after seeing them promoted on social media. Overall, the study concludes that social media marketing is an effective tool for influencing customer purchasing behaviour and decision-making. Businesses can use social media platforms strategically to enhance customer engagement, increase brand visibility, and encourage purchase intentions in the digital marketplace.