The influence of Social Media advertising on consumer purchase decisions: Analysing the patterns and trends on consumer shopping

Abstract

Social media has revolutionized the way businesses advertise and engage with consumers. This study examines the influence of social media advertising on consumer purchase decisions, focusing on behavioral patterns, marketing effectiveness, and decision-making processes. Through a mixed-method approach combining qualitative and quantitative data, the research explores the role of platforms like Instagram in shaping consumer preferences, enhancing brand visibility, and driving impulsive purchases. Findings reveal that social media advertising significantly impacts consumer decision-making by fostering brand engagement, trust, and awareness. However, challenges such as misinformation, consumer skepticism, and privacy concerns also emerge as critical factors influencing online purchasing behavior. The study underscores the need for businesses to employ strategic and ethical marketing practices while leveraging social media's potential for consumer engagement.