“The Impact of Social Media Marketing on Consumer Behavior a Comparative Study of Different Platforms”

Abstract

This study examines the effect of social media marketing on consumer behavior, emphasizing the influence of various platforms and advertising styles on buying choices. A survey was conducted with a sample of 200 respondents, encompassing diverse demographics like age, gender, and occupation. Primary findings indicate that Instagram users demonstrate the most consumer involvement, succeeded by YouTube and Facebook users, with notable discrepancies in consumer behavior contingent upon the social media platform employed. Regression research indicates that social media advertising formats, especially interactive material such as videos and tales, substantially influence customer behavior, representing 41.6% of the observed variation. The research finds that enterprises had to concentrate on platform-specific tactics and adaptive advertising formats to optimize customer engagement and sales.