Impact of Social Media Advertising on Consumer Purchasing Behaviour

Abstract

The use of social media has developed into an indispensable component of contemporary life, with billions of users actively participating on a variety of platforms on a daily basis. the influence that advertising on social media platforms has on the purchase decisions of consumers, giving light on the complex link that exists between online marketing methods and customer preferences. the ways in which customers' perceptions, preferences, and decision-making processes might be influenced by advertising on social media platforms. This paper investigates the persuasive strategies that are employed in social media advertising. Some of these strategies include influencer marketing, user-generated content, and targeted advertising. The paper draws from a wide range of academic papers and empirical research. In addition, it investigates the ways in which consumer trust in internet advertising is shaped by factors such as authenticity, social proof, and trust. Marketers are offered a deeper grasp of how to leverage the power of social media to drive sales and establish brand loyalty in the digital age through an in-depth investigation of both positive and negative consequences, the complex interactions between social media advertising and consumer behaviour.