Exploring the Influence of Social Media Marketing Strategies on Consumer Buying Behavior: A Comprehensive Study

Abstract

This paper seeks to conduct empirical research to examine the pivotal role of social media in shaping consumers. decision-making processes. Utilizing a quantitative survey, the study aims to gauge the extent to which individuals. experiences are influenced by their engagement with social media platforms. The research delves into the phenomenon where customer sentiments regarding products and services are increasingly shaped by external factors within the digital realm, subsequently
impacting their offline decision-making. The empowerment of consumers through social media is explored, highlighting the challenge for marketers who lack control over the content, timing, and frequency of online conversations among users. Through this investigation, the paper aims to provide valuable insights into the evolving dynamics of consumer decision-making in the digital age.