THE INFLUENCE OF SOCIAL MEDIA MARKETING ON CONSUMER PURCHASE INTENTIONS

Abstract

Social media has grown in importance in today's tech-driven economy as a means for companies to connect with customers and influence their buying choices. The purpose of this article is to examine how social media marketing influences consumers' propensity to make a purchase. We use a mixed-methods strategy that includes both quantitative surveys and qualitative interviews to get a good feel for the situation. For the quantitative part, we'll be polling a representative cross-section of shoppers to find out how they feel about firms' social media marketing and whether or not they plan to buy anything as a result. Patterns and correlations are discovered by analyzing key variables including the probability of purchase, confidence in brand message, and the frequency of contact with brand material