Authors: Assistant Professor M.Nithyalakshmi, Assistant Professor Dr. K. Murugan
Abstract: The rapid growth in the usage of social media has paved way to the marketers to engage with people easily. Instagram is the most scrolled social media platform compared to others, thus making it an attractive online venue to market products. This paper studies the influence of social media marketing on consumer’s purchase decision. Brand trust, brand awareness, interaction and emotional attachment were the major influencing factors of the consumers purchase decisions. The objective of the paper is to study the relationship between the social media marketing and its influence on the consumers purchase decision. It is an empirical study, where the data is collected through a structured questionnaire and circulated through survey method. Purposive sampling method is used to collect data as the respondents are Instagram users. The paper concludes that, there is a positive relationship between brand trust, awareness and emotional attachment on consumers purchase decision on Instagram.
DOI: http://doi.org/10.5281/zenodo.16911006
