stdClass Object
(
    [id] => 16570
    [paper_index] => 202506-01-022458
    [title] => IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER PURCHASE BEHAVIOUR
    [description] => 
    [author] => Aishwarya T S, Dr. Swaraj S Bharati 
    [googlescholar] => 
    [doi] => https://doi.org/10.36713/epra22458
    [year] => 2025
    [month] => June
    [volume] => 11
    [issue] => 6
    [file] => fm/jpanel/upload/2025/June/202506-01-022458.pdf
    [abstract] => Consumer buying behavior has been hugely influenced by the revolution in the marketing model due to the phenomenal growth of social media. Based on brand awareness, interaction, confidence, and enticing content, the present study investigates how social media marketing influences customers' buying decisions. For measuring how social media channels influence customer interests and buying behaviors, the research employs a mixed-method study design, validating data from surveys and secondary data. Based on the findings of the research, good social media marketing promotes customer affinity, impulsive buying, and loyalty. The research also identifies some drawbacks, including information overload and issues regarding privacy, that could undermine customer confidence. The research presents good insights for companies that want to enhance their social media efforts to enhance customer conduct.
    [keywords] => Digital Strategy, User Engagement, Influencer Marketing, Social Media Marketing, Consumer Behavior, And Purchase Intention
    [doj] => 2025-06-15
    [hit] => 
    [status] => 
    [award_status] => P
    [orderr] => 101
    [journal_id] => 1
    [googlesearch_link] => 
    [edit_on] => 
    [is_status] => 1
    [journalname] => EPRA International Journal of Multidisciplinary Research (IJMR)
    [short_code] => IJMR
    [eissn] =>  2455-3662 (Online)
    [pissn] => - --
    [home_page_wrapper] => images/products_image/11.IJMR.png
)
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