“Analyzing the Effect of Social Media Advertising on Consumer Buying Behavior: A Study Using the ADTRUST Scale in Anand”

Abstract

The investigation investigated the influence of social media advertising on consumer buying behavior in Anand. The objective was to ascertain the extent to which social media advertisements influence consumer decision-making and the degree of trust that consumers have in these advertisements. The data was collected through a structured questionnaire, and the research employed both quantitative and qualitative methods. The results suggested that social media advertising has a significant impact on consumer behaviour, as consumers rely on social media platforms for brand choices and product information. Additionally, the research demonstrated that consumers in Anand have a moderate to high level of confidence in social media advertisements. Consumer trust was determined to be influenced by factors such as the quality of content, the relevance of advertisements, and the credibility of the brand. In order to improve consumer engagement and loyalty, the study suggests that businesses in the region develop social media advertising strategies that emphasize transparency, authenticity, and personalization. In general, the research offers businesses in Anand valuable insights into how to effectively utilize social media advertising.