Impact of Social Media Marketing on Consumer Buying Behaviour: An Ideal Research Review

Key Points

• This research review aims to explore how social media marketing influences consumer purchasing decisions.
• Conducted a comprehensive literature review on social media marketing and consumer behaviour.
• Analyzed the effectiveness of different social media platforms in engaging consumers.
• Evaluated changes in marketing strategies due to social media integration.
• Social media platforms significantly enhance consumer engagement and brand interaction.
• Marketing strategies have shifted towards a more digital and interactive approach.
• Consumers increasingly rely on social media for information and recommendations before making purchases.

Abstract