THE ROLE OF SOCIAL MEDIA MARKETING ON CONSUMERS BEHAVIOUR

ABSTRACT

The study examined the role of social media on consumer behaviour. Four specific research objectives was raised for the study, they are; to examine the relationship between influencer Marketing and Purchase Intension, to determine the Relationship between Content Marketing and Loyalty, to determine the Relationship Between Paid Advertising and Purchase Frequency, to determine the Relationship between Social Media Marketing and Consumer Behaviour. The research population of the study comprises of individual that are actively engaged in social media activities and are potential consumers for goods and services advertised through social media. The sample size was arrived at by the use of number estimation formula as suggested by Taro Yamane 1967 as calculated below. The sample size for this study was 205. And it been justifying by Taro Yamane 1967. It was concluded that social media marketing strategies play a crucial role in shaping consumer behavior. The data reveals that influencer marketing, content marketing, and social media engagement significantly enhance purchase intention, brand loyalty, and consumer interactions. In contrast, paid advertising has a moderate impact on purchase frequency. This divergence in impact can be attributed to differences in perceived authenticity, quality of content, and the level of consumer engagement. Based on the findings, it was recommended that businesses prioritize authenticity and high-quality content in their social media marketing efforts. Conducting educational initiatives and awareness campaigns can help businesses understand the importance of these factors. Sharing industry-specific data and case studies can illustrate the positive outcomes of effective social media marketing in various contexts.