Authors: Assistant Professor – Varsha Tatariya
Abstract: The increasing penetration of social media platforms has transformed how consumers interact with brands and make purchasing decisions. Social media marketing enables businesses to communicate directly with consumers through interactive, personalized, and real-time content. This research paper examines how social media marketing influences consumer purchase intentions by shaping perceptions, attitudes, and trust toward brands. The study discusses major influencing factors such as content effectiveness, influencer credibility, engagement, and brand communication. The findings indicate that social media marketing significantly affects consumer purchase intentions by increasing awareness, reducing perceived risk, and encouraging informed decision-making.
