Social Media’s Effect on Consumer Purchase Intentions

Arindam Roy

doi:10.69968/ijisem.2026v5Si1135-143

Authors

Arindam Roy Research Scholar, Veer Kunwar Singh University, Ara

DOI:

https://doi.org/10.69968/ijisem.2026v5Si1135-143

Keywords:

Social structure Analysis, Social media management, Online target groups, Customer behaviour

Abstract

Across the globe, businesses are consistently looking for novel approaches to connect with their target audience. Just a few decades ago, the most fundamental components of marketing strategy were advertising on television and in print media. In the modern era, these classic marketing streams constitute only a small portion of the many different tactics that are utilized in the process of marketing and branding items. The ever-increasing emphasis placed on social media has had a significant impact on the state-of-the-art advertising industry and how businesses communicate with the people they are trying to reach. Consequently, the utilization of social media in an efficient manner has become an indispensable component in the process of establishing and sustaining a competitive edge. As a result, businesses now place a high value on the ability of social media to impact consumers' perceptions of brands and their intention to purchase. Businesses who use social media with a strategic strategy will outperform those that don't. Examining the body of research on social media use and brand perception can be useful in determining new and effective methods for enhancing customer interaction on social media when evaluating the effects of social media on branding and marketing initiatives.

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