A STUDY OF THE IMPACT OF SOCIAL MEDIA MARKETING ON

CONSUMER BEHAVIOUR

PROJECT REPORT
Submitted in partial fulfillment of the
requirement for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by
SWEETY
2213711096063

III B.B.A. Shift I (2022 - 2025)

Under the guidance of
Ms. NANDHINI.B, M.B.A
Assistant Professor
Department of Management Studies (B.B.A Shift I)

M.O.P. VAISHNAV COLLEGE FOR WOMEN (AUTONOMOUS) CHENNAI – 600034

(2024 – 2025)
 CERTIFICATE FROM THE GUIDE

This is to certify that the project entitled “A study The Impact Of Social Media Marketing
On Consumer Behaviour ” is a bonafide project work carried out by Sweety
(2213711096063) during the year 2024-2025, in partial fulfillment of the requirement for the
award of the degree in BACHELOR OF BUSINESS ADMINISTRATION under my
guidance.

Place: Chennai
Date:
[Link].B, M.B.A
Department of Management Studies(B.B.A Shift-1)
Project Guide
M.O.P Vaishnav College For Women (Autonomous)
Chennai-600034
 DECLARATION

I, Sweety (2213711096063), III B.B.A. Shift- 1 (2022-2025) hereby declare that the project
report entitled “A study The Impact Of Social Media Marketing On Consumer
Behaviour.” submitted in partial fulfillment of the requirement for the award of the degree in
BACHELOR OF BUSINESS ADMINISTRATION is my original work and it has not been
submitted earlier for the award of any other degree.

SWEETY

2213711096063

III B.B.A. Shift-1 (2022-2024)

 ACKNOWLEDGEMENT

I express my gratitude to the principal Dr. Archna Prasad, M. Com, M.B.A., Ph.D. for
giving me the opportunity to gain practical knowledge through research project.
I am grateful to the Head of the Department Ms. Sangeeta Manoj M.B.A for
cooperation and encouragement.
I extend my gratitude to my project guide, Ms. Nandini. B M.B.A., Assistant Professor
who helped me in every step of the project.
I take this opportunity to record my thanks to all the respondents for their worthy
support, cooperation, and time in terms of providing all the needed information for the
research work.
I also thank my parents and friends who helped during the course of the project. Most
of all, to the almighty for giving endless blessings, knowledge, and strength to make this
research possible.
 TABLE OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO.

INTRODUCTION
I ABSTRACT

ABOUT THE TOPIC

REVIEW OF LITERATURE

NEED FOR THE STUDY

SCOPE OF THE STUDY

II
RESEARCH OBJECTIVES

PRIMARY OBJECTIVE

SECONDARY OBJECTIVE

III RESEARCH
METHODOLOGY AND DESIGN

TYPE OF RESEARCH

RESEARCH APPROACH

RESEARCH GAP

SOURCES OF DATA

SAMPLING PLAN:
i) Population and sampling unit
ii) Sample size
iii) Sampling procedure

MODE OF DATA COLLECTION

DATA COLLECTION INSTRUMENT

DESIGN AND PRETESTING OF

QUESTIONNAIRE
 TOOLS AND
TECHNIQUES USED FOR ANALYSIS

LIMITATIONS OF THE STUDY

IV
DATA ANALYSIS AND INTERPRETATION

FINDINGS

V RECOMMENDATIONS

CONCLUSION

VI BIBLIOGRAPHY

VII ANNEXURES

QUESTIONNAIRE

LIST OF FIGURES

[Link] [Link] TITLE [Link]

1 4.1 AGE GROUP OF THE RESPONDENTS

2 4.2 GENDER OF THE RESPONDENTS

4.3 EDUCATIONAL BACKGROUND OF

3
RESPONDENTS

4 4.4 FREQUENCY OF SOCIAL MEDIA USAGE

5 4.5 PRIMARY REASON FOR SOCIAL MEDIA USE

4.6 INFLUENCE OF SOCIAL MEDIA ON BUYING

6
DECISIONS

4.7 DISCOVERY OF NEW PRODUCTS THROUGH

7 SOCIAL MEDIA

4.8 MOST PERSUASIVE SOCIAL MEDIA CONTENT

8
FOR PURCHASES

4.9 FREQUENCY OF DIRECT PURCHASES

9
THROUGH SOCIAL MEDIA PLATFORMS

4.10 USAGE OF SOCIAL MEDIA FOR PRODUCT

10 RESEARCH BEFORE PURCHASE

4.11 ASSESSMENT OF SOCIAL MEDIA

11
MARKETING’S INFLUENCE BY AGE

4.12 IMPACT OF SOCIAL MEDIA ADS ON

12
PURCHASING DECISION

4.13 RESPONDENTS TRUST ON USER-GENERATED

13
CONTENT OVER BRAND ADVERTISING

4.14 MOST INFLUENTIAL FORMS OF USER-

14
GENERATED CONTENT

4.15 OPINIONS ON IMPORTANCE OF USER-

15
GENERATED CONTENT IN BRAND STRATEGIES

4.16 PERCEPTIONS OF BRAND APPRECIATION

16 THROUGH CUSTOMER-SHARED CONETNT

17 4.17 ASSESSMENT OF ENGAGEMENT LEVELS

 BETWEEN EMERGING AND ESTABLISHED
PLATFORMS

4.18 ASSESSMENT OF POTENTIAL EMERGING

PLATFORMS TO INFLUENCE CONSUMER
18 BEHAVIOUR

4.19 EVALUATION OF PERSONALISED AND

TRUSTWORTHINESS IN EMERGING AND
19 ESTABLISHED PLATFORMS

LIST OF TABLES

[Link] [Link] TITLE [Link]

1 4.1 AGE GROUP OF THE RESPONDENTS

2 4.2 GENDER OF THE RESPONDENTS

4.3 EDUCATIONAL BACKGROUND OF

3
RESPONDENTS

4 4.4 FREQUENCY OF SOCIAL MEDIA USAGE

5 4.5 PRIMARY REASON FOR SOCIAL MEDIA USE

4.6 INFLUENCE OF SOCIAL MEDIA ON BUYING

6
DECISIONS

4.7 DISCOVERY OF NEW PRODUCTS THROUGH

7 SOCIAL MEDIA

4.8 MOST PERSUASIVE SOCIAL MEDIA CONTENT

8
FOR PURCHASES

4.9 FREQUENCY OF DIRECT PURCHASES

9
THROUGH SOCIAL MEDIA PLATFORMS

4.10 USAGE OF SOCIAL MEDIA FOR PRODUCT

10 RESEARCH BEFORE PURCHASE

4.11 ASSESSMENT OF SOCIAL MEDIA

11
MARKETING’S INFLUENCE BY AGE

4.12 IMPACT OF SOCIAL MEDIA ADS ON

12
PURCHASING DECISION

4.13 RESPONDENTS TRUST ON USER-GENERATED

13
CONTENT OVER BRAND ADVERTISING

4.14 MOST INFLUENTIAL FORMS OF USER-

14
GENERATED CONTENT

4.15 OPINIONS ON IMPORTANCE OF USER-

15
GENERATED CONTENT IN BRAND STRATEGIES

4.16 PERCEPTIONS OF BRAND APPRECIATION

16 THROUGH CUSTOMER-SHARED CONETNT

17 4.17 ASSESSMENT OF ENGAGEMENT LEVELS

BETWEEN EMERGING AND ESTABLISHED
 PLATFORMS

4.18 ASSESSMENT OF POTENTIAL EMERGING

PLATFORMS TO INFLUENCE CONSUMER
18 BEHAVIOUR

4.19 EVALUATION OF PERSONALISED AND

TRUSTWORTHINESS IN EMERGING AND
19 ESTABLISHED PLATFORMS

4.20 CHI-SQUARE CROSS TABULATION

20

4.21 INDEPENDENT SAMPLE T-TEST

21

22 4.22 ANOVA

23 4.23 DESCRIPTIVE ANALYSIS

 CHAPTER – I

INTRODUCTION

IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER

BEHAVIOUR

ABSTRACT

The rapid growth of social media platforms has revolutionized the way businesses interact
with consumers, making social media marketing (SMM) an integral part of modern digital
strategies. This study aims to explore the influence of social media marketing on consumer
behavior, with a specific focus on understanding how different strategies, such as influencer
marketing, paid advertisements, and user-generated content (UGC), shape consumer
attitudes, purchasing decisions, and brand loyalty. Using a structured online survey
distributed via Google Forms, the study collected 196 responses from active social media
users across various platforms, including Instagram, Facebook, YouTube, and TikTok. The
research examines key factors such as frequency of social media usage, trust in UGC versus
traditional brand advertisements, and the role of influencers in shaping consumer
perceptions. Additionally, the study compares the impact of established platforms like
Facebook and Instagram with emerging platforms such as TikTok and Instagram Reels,
which have gained significant traction among younger users.

The findings reveal that social media marketing has a noticeable impact on consumer
behavior, with 50.5% of respondents indicating that social media influences their purchasing
decisions. Among the different forms of marketing content, brand-generated content was
found to be the most persuasive (52.6%), followed by user-generated reviews (24.5%).
However, while social media is instrumental in product discovery and brand awareness,
fewer respondents reported making direct purchases through social media platforms, with
only 17.3% doing so often or very often. The study also highlights the growing importance of
UGC, with 58.7% of respondents trusting reviews and posts from other users over branded
content. Moreover, emerging platforms like TikTok were found to engage users as effectively
as more established platforms, signaling a shift in how consumers interact with digital
marketing.

The research concludes that social media marketing significantly shapes consumer behavior,
particularly through trust-building mechanisms like UGC and influencer endorsements.
However, it also notes that while social media is a powerful tool for brand engagement, it
may not always directly drive purchasing behavior. The study’s limitations include a sample
size of 196 respondents, which may not fully capture broader consumer trends, and a
geographic focus that may restrict the generalizability of the findings. Future research should
consider larger, more diverse samples and longitudinal studies to track changes in consumer
behavior over time as social media platforms and marketing strategies evolve.
ABOUT THE TOPIC

Social media has undergone a transformative transition since its foundation in the early
2000s. Initially, platforms like MySpace and early versions of Facebook were primarily used
for social networking and personal communication. However, as social media evolved, it
began to play a significant role in the digital marketing landscape. The establishment of
visually-driven platforms like Instagram and video-centric platforms like YouTube further
expanded the possibilities for brands to engage with audiences in advanced ways. As
consumers increasingly spend time on social media platforms, businesses have identified the
potential of these platforms to engage with their target audiences more effectively.

Evolution of Social Media Marketing

Social media marketing has become fundamental to modern business strategies due to its
potential to reach a vast audience with tailored messages and interactive content, and foster
direct, real-time communication. Unlike traditional marketing channels, social media offers a
dynamic and collaborative environment where businesses can engage with consumers,
acknowledge their inquiries, and build relationships. This immediacy and interactivity have
made social media a key platform for word-of-mouth (WOM) marketing, where consumers
can share their experiences, opinions, and feedback, significantly influencing the purchasing
decisions of others.

Social Media Marketing Strategies

Social media marketing (SMM) encompasses a variety of strategies designed to promote

products and services, enhance brand awareness, engage with consumers, fostering consumer
trust and loyalty, and influencing purchase decisions. These strategies include:

 Paid Advertising
 Content Marketing
 Influencer Marketing
 Community Engagement
  Purchase Decision and Conversion
 Brand Loyalty and Advocacy

REVIEW OF LITERATURE

1. Andre T Stephen, 10th August 2016,

‘The Role of Digital and Social Media Marketing in Consumer Behavior’

The researchers have found the effects of digital environments on behavior, consumer digital
culture, responses to digital advertising, mobile environments, and online word of mouth
(WOM) are the five key topics known by recent studies on digital and social media
marketing. WOM has gained a lot of consideration, but the full scope of the digital consumer
experience is still underexplored. Marketers have shifted towards digital and social media
channels because of the increased usage of these platforms for communication, product
information, and transactions. By 2017, one-third of all advertising expenditure worldwide
came from digital platforms. Successive surveys ought to discover a range of consumer
behaviors in digital settings in order to acquire a deeper understanding of and responsiveness
to evolving scenarios.

2. Bruno Godey, December 2016

“Social media marketing efforts of luxury brands: Influence on brand equity and consumer
behavior”

Godey et al.'s (2016) study, which focuses on luxury brands including Burberry, Dior, Gucci,
Hermès, and Louis Vuitton, examines how social media marketing initiatives (SMMEs)
affect brand equity and consumer behaviour in this market. The study creates a structural
equation model to illustrate the relationships between SMMEs and brand outcomes including
price premium, loyalty, and brand preference by analysing data from 845 luxury brand
consumers in China, France, India, and Italy. Five criteria are used to evaluate small and
medium-sized enterprises (SMMEs): trendiness, personalization, entertainment, and word-of-
mouth. The results show that SMMEs have a considerable positive impact on brand equity
and its components, including brand recognition and brand image. This, in turn, influences
consumer loyalty and readiness to pay higher prices. According to the report, premium brands
were innovators in utilizing social media for effective brand management and underscores the
positive impact of strategic social media marketing on consumer behaviour. However, the
study’s findings may have limited applicability beyond the luxury sector, and cultural
differences among consumer groups warrant further investigation.

3. Helena Alves, Cristina Fernandes, Mario Raposo, 11th November 2016,

“Social Media Marketing: A Literature Review and Implications”

The researchers; Alves, Fernandes, and Raposo analytically examines 44 articles from the
Web of Science database using a revised systematic review approach. The review highlights
that most studies emphasis on the consumer perspective, inspecting the usage, influence, and
impact of social media on consumer decisions and perceptions. On the other hand, studies
from the firm’s perspective discover the implementation, enhancement, and measurement of
social media marketing efforts. The review recognizes that the mainstream of these studies
are quantitative and have been published in recent years. Furthermore, the review summaries
significant gaps in the current literature and recommends future research directions,
highlighting the need for more varied methodologies and a deeper understanding of social
media marketing’s.

4. Ali Abdallah Alalwan, October 2018

“Investigating The Impact of Social Media Advertising Features on Customer Purchase

Intention”
The study highlights numerous key factors that influence consumer behavior. Social media
platforms like Facebook, Google+, Snapchat, YouTube, and Twitter have become essential to
consumers’ lives, altering the way they interact with brands and organizations. The study
recognizes and tests several aspects that predict purchase intention, with performance
expectancy, hedonic motivation, habit, interactivity, informativeness, and perceived
relevance.

Previous research by Alalwan et al. (2017) designates that organizations worldwide are
increasingly advancing in social media marketing due to its interactive nature and possible for
two-way communication. This is supported by important spending on social media ads,
which amounted to approximately 32.3 billion USD in 2016. The study practices a
questionnaire survey with 437 participants and employs structural equation modeling (SEM)
to authorize the proposed conceptual model. The results confirm the substantial impact of the
recognized factors on
purchase intentions, providing valuable insights for marketers on efficiently planning and
executing social media advertising campaigns

5. Perumal Prasanth and Archchana Yoganathen, 1ST December 2018,

‘Influence Of Social Media Marketing on Consumer Buying Decision Making Process’

Recent studies prove how important social media marketing (SMM) is in influencing
consumers' purchasing decisions. SMM prioritizes customers first and offers marketers
creative methods to network and include them in brands. According to the research, social
media makes it more accessible for people to express their opinions, experiences, and advice
—all of which marketers can utilize to develop effective marketing. SMM can predict
consumer behavior, as proven by the strong positive correlation (r2 = 30.9%) observed in a
sample of 220 respondents between SMM and consumer purchase decision-making. The
study supports previous findings and confirms that SMM positively impacts consumer
decisions. It also suggests further research to examine other factors and the influence of social
media content’s role in determining consumer behavior.

6. Sayabek Ziyadin, 4th December 2019

“The role of social media marketing in consumer behaviour”

The impact of social media on consumer behavior is examined in Sayabek Ziyadin's paper,
"The Role of Social Media Marketing in Consumer Behavior," which was published in the
E3S Web of Conferences. It focuses on important subjects like digital culture among
consumers, how they react to digital advertising, how social media affects their behavior,
mobile environments, and online word-of-mouth (WOM). The focus of the study is on how
users engage with and are influenced by their digital environments. It points out that WOM is
the subject of an excessive amount of current study, indicating the necessity for more
comprehensive studies into other facets of the digital consumer experience. The authors
suggest a number of directions for further study to deepen our knowledge of how social
media influences consumer behavior.

7. Kaustav Mukherjee, 15 October 2019

“Social media marketing and customers’ passion for brands”

The study on “Social media marketing and customers’ passion for brands” by Kaustav
Mukherjee examines whether social media marketing can persuade emotional stimulation and
brand passion, leading to purchase intentions among users. It focuses on Indian smartphone
consumer who are active on social media. Using mechanical equation modeling, the study
found that effective social media engagement strategies influence users’ emotional
connections to brands, creating a passion that eventually drives purchase decisions. The
research highpoints the potential of digital marketing in building strong emotional bonds with
customers. The study’s findings are restricted to a specific demographic, demonstrating a
need for further research across different contexts. This study proposes valuable
understandings for digital marketers aiming to boost brand loyalty through emotional
engagement.

8. Man Lai Cheung, Philip J, 1st April 2020

“The Influence of Perceived Social Media Marketing Elements on Consumer- Brand
Engagement and Brand Knowledge”
The study on the impact of social media marketing on consumer behavior highlights the
growing importance of social platforms in determining purchasing decisions. Social media
qualifies deeper interactions between consumers and brands, influencing trust, satisfaction,
and decision-making processes. Studies disclose that positive engagement on social media,
like precise information, secure platforms, and confidentiality considerations, can enhance
consumer trust and determine purchasing behavior. For instance, Voramontri and Klieb
(2018) highlight that consumers find decision-making easier and more satisfying when using
social media, chiefly during the information search and substitute evaluation stages.
Additionally, trust in the information provided through social media channels plays a vital
role in developing consumer confidence, which is vital for online transactions (McCole et al.,
2010). However, apprehensions about privacy and security can negatively impact consumer
behavior, as specified by studies showing that heightened privacy concerns may dissuade
online purchases. The literature emphasizes the dual role of social media as both an enabler
and a potential block in consumer decision-making processes, depending on how efficiently
trust and security are accomplished .

9. Sreejesh S, Justin Paul, October 2020

 “Consumer response towards social media advertising: Effect of media interactivity, its
conditions and the underlying mechanism

The study “Consumer response towards social media advertising: Effect of media
interactivity, its conditions and the underlying mechanism” examines the role of media
interactivity in determining consumer reactions to advertisements on social media. The
authors discover how varying stages of interactivity can either detract from or develop
consumer attention and memory concerning ads, depending on supplementary factors such as
message vividness and anthropomorphism. High interactivity, while essential for social
engagement, can undesirably impact the efficiency of ads by distracting attention away from
them. Nevertheless, the study finds that combining vividness and human-like characteristics
into ads can alleviate these opposing effects, potentially restoring consumer attention. The
research subsidizes significantly to the arenas of social media communication and advertising
by contributing insights into handling interactivity’s impact and improving ad success in a
highly communicating environment. This study addresses a gap in literature by concentrating
on the specific situations and mechanisms through which interactivity impacts consumer
behavior in social media settings.

10. Bobby Chan, Edi Purwanto, Tonny Hendratono, 10th November 2020
“Social Media Marketing, Perceived Service Quality, Consumer Trust and
Online Purchase Intentions”
The study by Chan, Purwanto, and Hendratono (2020) examines the impact of social media
marketing (SMM) and perceived service quality on online purchase intention, facilitated by
consumer trust, focusing on [Link], an online travel agency. The study, including 214
respondents, uses Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyse
data. Results reveal that while SMM significantly improves consumer trust, it does not
directly impact online purchase intention. Conversely, perceived service quality positively
affects both consumer trust and online purchase intention. Consumer trust also directly surges
online purchase intention. This recommends that for platforms like [Link], enhancing
service quality and building consumer trust through SMM are vital strategies to enhance
online purchase intentions. The study emphasizes the importance of trust as a mediator in the
association between SMM, service quality, and purchase intention, stressingabd that trust can
significantly intensify the efficiency of marketing efforts.

11. Sukanya Sharma, Saumya Singh, Fedric Kujur, Gairik Das, 31st December 2020
 “Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical
Study of Apparel Retailers’ Activity in India”

The literature stresses the significant impact of social media marketing on consumer
behavior, particularly within the apparel retail industry. Social media activities, like content
creation, interaction, and community building, have been found to brace customer-brand
relations. Consumers tend to respond positively to appealing, tailored, and related content
shared by brands on platforms like Facebook, Instagram, and Twitter. These activities
develop trust and emotional connection, eventually influencing purchasing decisions. The
study highlights that the nature of brand-consumer interactions, including response and the
reliability of social media communications, plays a significant role in shaping consumer
attitudes and loyalty. The findings also recommend that consistent and strategic social media
engagement by brands not only drives short-term sales but also promotes long-term brand
loyalty, indicating the dual impact of social media on both immediate and sustained consumer
behavior. As social media marketing continues to progress, its role in the consumer decision-
making process and relationship-building remains crucial for businesses aiming to augment
their marketing strategies.

12. Manu Vasudevan Unni, 4th April 2020,

‘Does Digital and Social Media Marketing Play a Major Role in Consumer Behavior’

The literature review stresses the significant impact of digital and social media on consumer
behavior. Sources like YouTube, Facebook, and Snapchat have changed marketing by
nurturing a participatory culture and allowing transparency, leading to collective decision-
making influenced by online analyses and peer references. Positive reviews develop
consumer trust and sales, while negative feedback dissuades potential buyers, highlighting the
role of user-generated content in shaping purchasing decisions. Online approachability of
product information and reviews has streamlined decision-making, permitting consumers to
make informed choices before visiting stores. Additionally, the modification from traditional
to digital marketing has changed consumer communications with brands, as digital platforms
enable real-time feedback and grievance redressal, advancing customer satisfaction and
loyalty. Overall, integrating digital and social media into marketing strategies is critical for
understanding and influencing consumer behavior.

13. Anjali Chopra, 15 June 2020

“Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior
of Millennial”

Anjali Chopra’s "Influencer Marketing: An Exploratory Study to Identify Antecedents of

Consumer Behavior of Millennials" includes a literature review that delves into the relatively
new field of influencer marketing and highlights its growing significance as a result of the
widespread use of digital media. The authors draw attention to the absence of a consensus on
what constitutes a “influencer,” with Brown and Hayes (2008) characterizing them as outside
parties influencing the choices of consumers. As traditional advertisements become less
effective due to ad blockers and consumer avoidance, influencer marketing makes use of
people who have sizable social media followings to engage target audiences in a non-
intrusive manner (Conick, 2018).

Utilizing the Social Learning Theory (Bandura & Walters, 1963) and the Theory of Planned
Behavior (Ajzen, 1991) as frameworks, the review explores the ways in which influencers
affect consumer behavior by means of relevance, credibility, and trust. The statement
highlights the significance of influencers in promoting brand communication, building trust,
and stimulating engagement. It particularly emphasizes the alignment of influencers with
product categories (Till & Busler, 1998). This qualitative study closes a knowledge gap about
the particular effects of influencer marketing on the purchasing habits of millennials in India.

14. Mehedi Hasan, 21 July 2020

“The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating

the Effects of Local and Non-local Brands”

The impact of social media marketing on customer purchase intentions, specifically with
regard to local and nonlocal companies, is examined in the literature review found in "The
Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the
Effects of Local and Nonlocal Brands." The study tests its hypotheses using structural
equation modeling and data from 343 Saudi Arabian social media users. The results show that
purchase intention is highly influenced by brand trust, community, awareness, and
interaction. Furthermore, the relationship between purchase intention and brand trust is
moderated by a brand's provenance, indicating the importance of local and nonlocal brand
dynamics. By emphasizing the complex relationships between brand origin and consumer
behavior, this study adds to the body of knowledge on social media marketing and offers
useful advice for advertisers aiming to leverage social media strategies effectively.

15. [Link] Veni, [Link], 31st August 2020,

‘A Study of The Impact of Social Media Marketing on Consumer Behavior in India’

The study on the impact of social media marketing on consumer behavior exposes that social
media platforms have become crucial in influencing purchasing decisions. Studies show that
consumer engagement on social media increases brand awareness and loyalty. Social media
marketing sways peer influence and trust, which significantly affect consumer attitudes and
behaviors. Despite the widespread research, there is a gap in understanding the long-term
effects and the precise impacts across several demographic groups within the Indian market.
Most studies highlight immediate outcomes and specific social media channels, underlining
the need for more inclusive analyses that consider varied consumer segments and
longitudinal impacts.

16. Ardy Wibowo, Shih-Chih Chen, 28th December 2020

"Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media
Marketing Activity and Customer Experience"

The study discovers the significant influence of social media marketing activities (SMMA)
and customer experience (CX) on consumer behavior. The study underlines that effective
SMMA, which comprises entertainment, interaction, trendiness, customization, and word-of-
mouth, boosts relationship quality with customers. This enhanced relationship quality
positively affects customer behavioral results such as purchase intention, loyalty, and
participation intention. The incorporation of SMMA and CX creates an inclusive approach
that permits enterprises to involve consumers, thereby driving sustainable business
performance. By concentrating on the right marketing content and leveraging customer
experiences, businesses can accomplish their marketing purposes and foster strong customer
relationships, ultimately leading to positive consumer behaviors.

17. Omar Hamdan Mohammad Alkharabsheh, Bryan Ho Zhen, 24th February 2021

“The Impact of Content Marketing and Social Media Marketing and Online Convenience on
Consumer Buying Decision”

The research surveys the interaction between content marketing, social media marketing, and
online convenience on consumer buying decisions. It highlights how content marketing,
through useful and engaging material, improves consumer awareness and impacts purchase
intent. Social media marketing powers platforms for better consumer communication and
trust-building. The document also confers the role of online convenience, highlighting the
ease and convenience of online shopping as critical aspects in consumer decision-making.
Together, these fundamentals form an inclusive view of the digital marketing impact on
consumer behaviour.

18. Adheesh Budree, 3 July 2021

“The Impact of Social Media Marketing on Impulse Buying”

The research on how social media marketing affects impulsive purchases looks at a number
of consumer behavior aspects that are impacted by digital marketing tactics. This work
performs a comprehensive review of previous research, mostly from prestigious journals on
information systems. The importance of social media influencers, brand loyalty, and targeted
marketing in encouraging impulsive purchases are among the major themes that have been
found. Studies show that businesses use sophisticated social media marketing strategies to
take advantage of consumer vulnerabilities in order to increase impulse purchases. The study
emphasizes how important and independent social media and e-commerce platforms are as
inducements to make impulsive purchases. Furthermore, a critical analysis is conducted on
the impact of social media on modifying human views and behaviors in the context of
purchase. According to the research, social media marketing has a big influence on customer
behavior making it a pivotal factor in contemporary marketing strategies.

19. M. Sadiq Sohail, 24 October 2021

“Evolving Factors Influencing Consumers’ Attitudes toward Social Media Marketing and Its
Impact on Social Media Usage”

M. Sadiq Sohail and Ibrahim Al-Jabri's review of the literature titled "Evolving Factors
Influencing Consumers’ Attitudes toward Social Media Marketing and Its Impact on Social
Media Usage" looks at a number of research that look at what influences consumers’ attitudes
about social media marketing (SMM). To comprehend these factors, the writers make use of
the Theory of Planned Behavior and its previous iterations. Ajzen's seminal work on attitudes
and behavior prediction as well as studies by Akar and Topçu that look at what influences
consumers' attitudes regarding social media marketing are among the important works cited.
The review emphasizes that while fear and foreknowledge do not significantly affect attitudes
or usage, knowledge and a favorable opinion of social media improve consumer attitudes and
behavior. This work adds to the scant literature on SMM in the Arab world by offering
insights for marketers to devise effective strategies.

20. Ying Jiang & Shi Yin, 1st January 2022

‘The Impact of Social Media Marketing on Consumer’s Purchase Intention’

The research “The Impact of Social Media Marketing on Consumers’ Purchase Intention” by
Ying Jiang and Shi Yin discovers how social media impacts consumer purchasing behavior.
The research creates a model focused on Weibo users and inspects factors like; consumer
feedback, celebrity traffic, social media influencers, and brand promotions. The study uses
survey data to legalize theories and approves that these fundamentals positively impact
purchase intentions. The findings highlight the important role social media marketing plays in
influencing consumer engagement and driving purchase decisions. This study offers valuable
insights for enterprises looking to enhance their social media marketing strategies to boost
consumer purchase intentions

21. Khalid Jamil, Liu Dunnan, Rana Faizan Gul, Muhammed Usman Shehzad, Syed
Hussain Mustafa Gillani, Fazal Hussain Awan, 17th January 2022
 “Role of Social Media Marketing Activities in Influencing Customer Intentions: A
Perspective of a New Emerging Era”

The study highlights the growing importance of Social Media Marketing Activities (SMMAs)
in persuading consumer behavior. It underlines that SMMAs play a critical role in shaping
customer intentions, mainly in online communities where brand awareness, customer
satisfaction, and social identification are significant. The article reviews various studies,
showing how SMMAs subsidize to brand loyalty and customer engagement by allowing
direct interactions and fostering community participation. Moreover, it discusses the
importance of online communities in building strong relationships between brands and
consumers, thereby intensifying the overall marketing strategy’s efficiency.

This review delivers a foundational understanding of how SMMAs can be used to influence
consumer intentions, contributing insights into the advances of social identification,
satisfaction, and community participation within digital marketing contexts.

22. Yogesh Upadhyay, 31 January 2022

“Effect of online social media marketing efforts on customer response”

The literature on the impact of social media marketing (SMM) on consumer behavior
discloses several key insights. Dolega et al. (2021) highlights the weakness of Instagram
compared to Facebook in influencing consumer behavior. Upadhyay, Paul, and Baber (2022)
present a comprehensive model signifying that SMM builds brand equity and trust, though
the latter doesn’t notably convert into customer response. Hasan and Sohail (2021) emphasize
the role of SMM in shaping purchase purposes and long-term behaviors, noting the
significance of brand localness.
Rana et al. (2020) discusses the impact of SMM on social trust and customer value co-
creation. Collectively, these studies underline the nuanced effects of SMM on different
aspects of consumer behavior, from brand perception to purchase decisions.

23. Yoesoep Edhie Rachmand, 28th December 2022

“Social Media Marketing Mediated Changes in Consumer Behavior from E-Commerce to
Social Commerce”
Examining the dynamic transition from traditional e-commerce to social commerce, the
literature review in the attached document, "Social Media Marketing Mediated Changes In
Consumer Behavior From E-Commerce To Social Commerce," explores this change. The
report emphasizes how social media marketing has a big impact on how consumers behave. It
talks about how usergenerated content and social media platforms like Facebook, Instagram,
and TikTok, which boost customer engagement and trust, help to enable this change. The
study also highlights the beneficial effects of social media marketing on customer switching
behavior, whereby customers move from traditional e-commerce platforms to social
commerce websites in order to fulfill their wants for purchases. The more participatory and
socially influential aspects of social media marketing operate as a mediating factor for this
change. Additionally, the review indicates that social commerce does not only alters
consumer purchasing behavior but also transforms sellers’ strategies, who now focus on
creating viral content to attract buyers. The document concludes with a recommendation for
government regulation to protect consumers and businesses in this evolving digital
marketplace.
24. Lie Ao, 2 February 2023,

“Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A

MetaAnalysis”

The literature review in the meta-analysis “Impact of Social Media Influencers on Customer
Engagement and Purchase Intention” examines how social media influencers influences the
consumer behavior. It identifies a notable growth in influencer marketing, highlighting its
development from a $1.7 billion industry in 2016 to an estimated $16.4 billion by 2022. The
review recognizes the increasing use of influencer marketing by brands, with 93% of
marketers employing it as a crucial strategy.

Numerous SMI attributes, including competence, homophily, and beauty, as well as their
effects on purchase intention and customer engagement, have been the subject of empirical
research in the literature. Nevertheless, these investigations frequently yield inconsistent
findings. For example, some research finds that influencer knowledge has a low impact on
customer engagement, while other studies claim a large impact. Studies also differ in how
they describe the connection between homophily and purchasing intention.

The purpose of the meta-analysis is to reconcile these discrepancies by combining

information from 62 distinct studies with 22,554 participants. It offers a thorough statistical
compilation that lessens heterogeneity and delivers more lucid insights into the efficacy of
influencer marketing. The review emphasizes how crucial it is to use a meta-analytic
approach in order to comprehend and apply influencer marketing methods more effectively.

25. Madiha Raees, Sherbaz Khan, Kousar Zaheer, 4th March 2023,

"Impact of Social Media Marketing on Consumer Purchase Intention”

The study focuses on the relationship between social media marketing and consumer
behavior. It synthesizes previous research stressing how social media platforms have
transformed marketing strategies by providing direct and interactive communication channels
between businesses and consumers. Studies have revealed that the perceived credibility and
informativeness of social media content significantly influence consumer attitudes and
purchase intentions. The review also converses the role of online word-of-mouth (e-WOM)
and user-generated content (UGC) in shaping consumer perceptions and decision-making
processes. Additionally, it observes the impact of social media engagement on brand loyalty
and trust, highlighting the importance of strategic content management to foster positive
consumer responses. Overall, the literature emphasizes the critical role of social media
marketing in enhancing consumer engagement and shaping purchase intentions through
effective information distribution and interactive communication.

26. Bharat Gahlot, Poonam Rani, 15th June 2023

“A Study of Digital Marketing Strategies Influencing Buying Behaviour of E-Commerce

Consumers”

The article “A Study of Digital Marketing Strategies influencing Buying Behaviour of E-

commerce Consumers” by Bharat Gahlot and Poonam Rani explores into how digital
marketing diplomacies impact consumer behaviour within the e-commerce domain. The
study highlights the significance of digital marketing as a means for attracting and retaining
customers in the progressively competitive online marketplace. By examining present
literature and empirical data, the researchers identify key strategies— like, personalized
marketing, social media engagement, and content marketing—that significantly affect
consumer decisions and satisfaction. The research highlights the dynamic interface between
digital

27. Iqrar Hussian, Sabir, 27th June 2023

 “The Impact of Social Media Marketing on Consumer Buying Behaviour”

The provided document is primarily focused on “The Impact of Social Media on Consumer
Behavior” and includes several key studies. The literature emphasizes how social media
platforms have become integral to shaping consumer behavior by influencing decision-
making, brand perception, and purchase patterns. Various researchers argue that interactive
features like reviews, comments, and likes impact consumer trust and engagement with
brands. The document highlights that user-generated content plays a significant role in
enhancing brand credibility. Additionally, studies emphasize the importance of targeting
specific audiences using tailored content. The review also discusses how eWOM (electronic
word-of-mouth) contributes to brand loyalty, as consumers tend to rely on peer
recommendations over traditional advertising. It also mentions that social media’s real-time
feedback loop allows brands to quickly adapt and respond to consumer preferences. The
literature collectively underscores the growing dominance of social media in shaping
consumer trends, making it essential for businesses to strategically manage their online
presence to influence consumer behavior effectively.

28. Ramulu Bhukya, Justin Paul, July 2023

“Social Influence Research in Consumer Behavior: What We Learned and What We Need to
Learn? – A Hybrid Systematic Literature Review”

The literature review on “Social Influence Research in Consumer Behavior” by Bhukya and
Paul offers a comprehensive examines of the evolution and recent state of study on social
influence within consumer behaviour. Through a hybrid systematic literature review
incorporating bibliometric analysis and the Theory-Context-Characteristics-Methodology
(TCCM) framework, the study produces the vast body of work in this area, recognizing key
theories, contexts, and methodologies applied over decades. It stresses how social influence
powers various consumer behaviours, from luxury consumption to technology
implementation and pro-environmental actions. The researches highlight important gaps, such
as the requirement for more context-specific studies and varied methodological approaches,
urging upcoming research to address these areas. This review aids as a valuable means for
scholars and practitioners alike, contributing directions for further investigation and a deeper
understanding of how social effect, shapes consumer decisions in diverse contexts.
29. Rasheedul Haque, Adbul Rahman, 1st February 2024

“The Impact of Digital Marketing on Consumer Purchasing Behaviour”

The article “The Impact of Digital Marketing on Consumer Purchasing Behaviour” discovers
how digital marketing has altered consumer behavior. The study delves into how numerous
digital marketing strategies— like, mobile marketing, content marketing, social media
marketing, and email marketing—encourage consumers’ purchasing decisions. The literature
highlights the move from traditional to digital marketing, highlighting the efficiency of
digital channels in reaching a larger audience and fostering consumer engagement.

The review also confers consumer behaviour theories, observing how factors like emotional
responses, social influences, and technological advancements form purchasing patterns.
Digital marketing is depicted as a dynamic tool that not only promotes products but also
develops customer loyalty through constant engagement. The study lures on numerous
sources to emphasize the growing reliance on digital stages for marketing, declaring that
understanding these influences is key for businesses aiming to augment their marketing
strategies in the digital era.

30. M. NARAYANAN, DR. S. CHANDRASEKARAN, JUNE 2024

“Impact of Digital Marketing a Study on Consumer Purchase Decision”
The research on digital marketing’s impact on consumer purchase decisions emphasizes its
growing influence in the modern market. Research by Keegan and Rowley (2017) highlights
the increasing investments in social media marketing (SMM) and the requirement for
evaluating these strategies. They propose a basis for SMM evaluation, addressing the
encounters such as agency-client relationships and the efficacy of social analytics tools.
Another study by Dong et al. (2017) accentuates the role of online multimedia in persuading
consumer message acceptance, noting that aspects like the diversity of content sources and
time intervals significantly impact consumer response. The study also confers how these
features of online media synergy influence consumer behaviour. These perceptions are vital
for understanding the intricate dynamics of digital marketing and its effects on consumer
decision-making. This study provides a foundation for further research into enhancing digital
marketing strategies to improve consumer engagement and drive purchase decisions.
NEED FOR THE STUDY
Social media has become a central part of consumers' daily lives, influencing how they
interact with brands and make purchasing decisions. Unlike traditional marketing, social
media allows businesses to engage in two-way communication, enabling immediate
feedback and interactions with consumers. This study is necessary to understand:

 The power of social media marketing (SMM) in shaping purchasing behavior and
brand perception.

 Changes in consumer behavior over time as newer platforms like TikTok and
Instagram Reels emerge.

 The role of user-generated content (UGC), influencer marketing, and targeted ads in
influencing consumers’ trust and decisions.

This research will provide valuable insights for businesses looking to tailor their strategies in
line with evolving consumer preferences.

SCOPE OF THE STUDY

The study investigates:

 Influence on Purchasing Decisions: How social media ads, influencer endorsements,

and UGC affect consumers’ buying behavior.

 Engagement across Platforms: A comparison of the impact of established platforms

like Facebook and Instagram vs. emerging platforms like TikTok.

 Demographic Factors: Examining how age and gender influence responses to social
media marketing.

 User Trust: The level of trust consumers place in UGC (such as reviews and
testimonials) versus brand-generated content.

 Emerging Platforms: Exploring how newer platforms are reshaping consumer

behavior in terms of engagement, trust, and purchasing.
CHAPTER – II

RESEARCH
OBJECTIVES

OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVES:

1. ASSESSING THE LONG-TERM CONSUMER BEHAVIOR CHANGES: The

objective is to evaluate how social media marketing influences consumer behavior
over an extended period, focusing on shifts in brand loyalty, purchasing habits, and
engagement levels.
2. INVESTING THE INFLUENCE OF EMERGING PLATFORMS: The objective
is to analyze how newer social media platforms affect consumer behaviour differently
compared to established platforms considering aspects like: user engagement, content
consumption, and purchasing decisions.

SECONDARY OBJECTIVES:

1. INVESTIGATING THE ROLE OF USER-GENERATED CONTENT IN

SOCIAL MEDIA MARKETING: The objective is to analyze the impact of user-
generated content on consumer behavior in social media marketing, focusing on
aspects such as brand engagement, trust, and purchase intentions.
2. ANALYZING THE EFFECTIVENESS OF SOCIAL MEDIA INFLUENCERS:
The objective is to evaluate the factors that determine the effectiveness of social
media influencers in shaping consumer behavior, with a focus on content authenticity,
follower demographics, and engagement strategies.
 CHAPTER - III

RESEARCH METHODOLOGY
AND DESIGN

TYPE OF RESEARCH:
The research is descriptive in nature as it aims to systematically describe the
impact of social media marketing on consumer behavior. Descriptive research is
used to describe characteristics of a phenomenon (in this case, consumer
behavior in relation to social media marketing). The goal is not to establish
cause-and-effect relationships but to provide a detailed account of how
consumers react to different marketing strategies on social media platforms.

RESEARCH APPROACH:

A quantitative approach was used, with data collected through a structured online
questionnaire. The data will be analyzed statistically to uncover trends, patterns, and
significant correlations between social media marketing strategies and consumer behavior.

RESEARCH GAP:

 Research on the longitudinal impact of social media marketing on consumer

behaviour. Understanding how social media influences consumer behaviour over
time, especially with changing social media trends.

 Understanding how newer social media platforms influence consumer decision-

making and brand perception.

 Analysing varied consumer segments, including different age groups, genders, and
cultural backgrounds and geographical distribution. Explore how different
demographics vary in social media usage, consumer preferences, and responsiveness
to marketing tactics.

 Understanding the differential impact of various forms of user- generated content

(UGC) like reviews, testimonials, unboxing videos on consumer purchasing decisions.
Explore how different types of UGC influence consumer trust and brand loyalty.

 Examining the impact of influencer marketing strategies on different consumer

segments, by focusing on how different influencer attributes (credibility, relatability,
content style) affect consumer trust and purchase intentions.

SAMPLING PLAN:
 ❖ POPULATION AND SAMPLING UNIT-

The population for the study includes all active social media users who are exposed to
marketing content on various platforms. These users belong to diverse demographic
backgrounds, ranging from teenagers to older adults, and include individuals with different
levels of interaction with social media platforms. The sampling unit is individual social media
users who engage with marketing content, such as ads, influencer posts, or user-generated
content, across platforms like Facebook, Instagram, YouTube, Twitter (X), etc.

❖ SAMPLING SIZE-

196 respondents served as the sample size for the research.

SAMPLING PROCEDURE-
The study uses a non-probability sampling method, specifically convenience sampling. In
this approach, participants are selected based on availability and willingness to participate.
The survey was distributed to respondents who were easily accessible through platforms
where the researcher could distribute the Google form, such as, social media groups, and
direct sharing.

Reasons for selecting non-probability sampling technique, particularly convenience sampling

for the study:

• Ease of access to respondents

• Cost and time efficiency
• Relevance of respondents
• Feasibility in online data collection

MODE OF DATA COLLECTION:

The primary mode of data collection was an online questionnaire distributed through
Google Forms. This method allowed for:
 Broad Reach: The questionnaire was shared on social media platforms to reach a
larger and diverse audience.
 Convenience: Respondents could answer the questionnaire at their own convenience,
leading to a higher likelihood of participation from tech-savvy social media users.
Secondary data from existing literature, articles, and journals was also reviewed to provide
context and support for the findings.

DATA COLLECTION INSTRUMENT:

The data was collected through a structured questionnaire survey. The questionnaire was
designed to gather information on various aspects of social media usage and its impact on
consumer behavior. It included:

 Demographic Information: Age, gender, education, and most frequently used social
media platforms.

 Social Media Usage Patterns: Frequency of use, primary reasons for using social
media (e.g., entertainment, staying in touch, product discovery).

 Impact of Social Media Marketing: Questions assessing how social media

marketing strategies (ads, influencer endorsements, and UGC) influence respondents’
purchasing decisions and brand perceptions.

 Influence of Emerging Platforms: Understanding how newer platforms like TikTok

are reshaping consumer engagement and behavior.

The questions were largely closed-ended and used Likert scales (e.g., 1 = strongly disagree
to 5 = strongly agree) to quantify respondents' attitudes.

The questionnaire was created using Google Forms and distributed via direct sharing, social
media groups, and broader social media platforms to reach a wide audience.

DESIGN AND PRETESTING OF QUESTIONNAIRE:

The objectives of the research were defined clearly by understanding the key aspects of
social media marketing. A thorough review of literature on consumer behaviour arising from
influence of social media marketing was assessed. The target respondents of this research
where identified which are people across all age groups and genders who are active users of
social media platforms. Appropriate type of questions were selected and the questionnaire
was drafted in a clear, concise and sequential manner.

Before distributing the questionnaire to the target population, a pilot test was
conducted as a part of pretesting with a small group of target respondents to identify any
potential issues with clarity or structure. This allowed you to refine the questions, ensuring
that they were understandable and accurately captured the intended data. Based on the
feedback and analysis of the responses the questionnaire was revised. This process
ensured that the questionnaire was effective in gathering relevant information for the
study.

TOOLS AND TECHNIQUES USED FOR STATISTICAL ANALYSIS:

DESCRIPTIVE ANALYSIS

 Skewness
Skewness measures the asymmetry of a distribution. A positive skew indicates that
the right tail of the distribution is longer, meaning that most respondents tend to give
lower scores, with a few higher scores extending the tail. A negative skew indicates
that the left tail is longer, where most respondents give higher scores. In this study,
skewness was used to analyze the distribution of responses related to trust in user-
generated content and engagement with social media platforms.

 Kurtosis:
Kurtosis measures the “peakedness” or “flatness” of a distribution compared to a
normal distribution. High kurtosis indicates a sharp peak with most values
concentrated around the mean, while low kurtosis suggests a flatter distribution with
more even spread. In this research, kurtosis was calculated to understand the
clustering of responses on factors like the perceived trustworthiness of social media
marketing content

INFERENTIAL ANALYSIS
 One-Way Analysis of Variance (ANOVA):
One-way ANOVA is a parametric test used to compare the means of three or more
independent groups to determine whether there are statistically significant differences
among them. In this study, one-way ANOVA was employed to assess whether
different demographic groups (e.g., age or education levels) had a significant impact
on the frequency of social media usage or their perceived trust in user-generated
content. The test helps in identifying whether variations in these independent groups
lead to differences in the dependent variable (e.g., engagement level, purchasing
behavior).
 Chi-Square Test of Independence:
The Chi-square test is a non-parametric test used to determine if there is a significant
association between two categorical variables. In this research, the Chi-square test
was applied to examine the relationship between demographic factors (e.g., age,
gender) and respondents’ frequency of social media usage or their trust in user-
generated content. This test is particularly useful in determining whether variables
such as age group and platform preference are independent or related.

 Independent Sample T-Test:

The independent sample t-test is a parametric test used to compare the means of two
independent groups to determine whether there is a statistically significant difference
between them. In this study, the independent sample t-test was utilized to compare
two age groups (younger vs. older consumers) in terms of their engagement with
social media platforms and their level of trust in user-generated content. This test was
instrumental in identifying whether younger consumers were more influenced by
social media marketing compared to their older counterparts.

LIMITATIONS OF THE STUDY

 Sample Size and Representation: The study's sample of 196 respondents may not
represent the full diversity of social media users, limiting its generalizability,
particularly across different geographic areas and demographics.
 Geographic Focus: The study’s focus on a specific region may overlook cultural and
regional variations in consumer behavior, suggesting the need for broader geographic
sampling in future research.
 Self-Reported Data: Reliance on self-reported online questionnaires may introduce
response bias, affecting the accuracy of reported behaviors and attitudes toward social
media marketing.
 Cross-Sectional Approach: The study captures a snapshot of consumer behavior at
one point in time. A longitudinal study would better track changes in behavior and
social media influence over time.
 Emerging Platforms: While emerging platforms were considered, the study may not
fully reflect their rapidly evolving role in influencing consumer behavior, requiring
further investigation.
 External Factors: The study did not account for external influences like economic
conditions or technological advancements, which could affect how consumers engage
with social media marketing.
 No Experimental Design: The survey-based method limits the ability to establish
causal links between social media marketing strategies and consumer behavior. An
experimental design could offer more robust conclusions.
 Social Desirability Bias: Participants may have overstated positive behaviors or
understated negative ones due to social desirability bias, potentially skewing the
results.
 Technology Access: Differences in access to technology and internet speeds were not
considered, which may affect consumer engagement with social media platforms and
marketing content.
 CHAPTER – IV

DATA ANALYSIS AND

INTERPRETATION

1. DEMOGRAPHIC INFORMATION OF RESPONDENTS

 Age:
 TABLE 4.1 SHOWING AGE GROUP OF THE RESPONDENTS

Age No. of Respondents Percentage

Below 18 20 10.2%

18-34 147 75%

35-49 19 9.7%

Above 50 10 5.1%

Total 196 100%

Source: Primary

FIGURE 4.1 SHOWING AGE GROUP OF THE RESPONDENTS

INTERPRETATION:

From the above table and chart, among a total of 196 respondents 75% belong to the age
group of 18-34, 10.2% belong to below 18, 9.7% belong to 35-49, whereas 5.1% belong to
the age group of 50 and above.

 Gender:
 TABLE 4.2 SHOWING THE GENDER OF RESPONDENTS

Gender No. of Respondents Percentage

Male 95 48.5%

Female 101 51.5%

Total 196 100%

Source: Primary

FIGURE 4.2 SHOWING THE GENDER OF RESPONDENTS

INTERPRETATION:

As shown in the above table and chart, a majority of female representation among
respondents comprises 51.5%, while males account for 48.5% of the participant pool.

 Educational Background:
 TABLE 4.3 SHOWING EDUCATIONAL BACKGROUND OF THE RESPONDENTS

Educational No. of respondents Percentage

Background

High School or 50 25.5%

equivalent

Bachelor’s Degree 106 54.1%

Masters’ degree 32 16.3%

Doctoral Degree 8 4.1%

Total 128 100.00%

Source: Primary

FIGURE 4.3 SHOWING EDUCATIONAL BACKGROUND OF THE RESPONDENTS

INTERPRETATION:

We infer from the above table and chart that the majority of respondents indicated a
Bachelor’s degree at 54.1%, followed by High School or Equivalent Degree at 25.5%. A
smaller percentage reported having a Master's Degree at 16.3%, while a minimal 4.1%
claimed a Doctoral Degree as their highest qualification.

 Frequency of Social Media Usage:

 TABLE 4.4 SHOWING THE FREQUENCY OF SOCIAL MEDIA USAGE BY THE
RESPONDENTS

Frequency No. of Respondents Percentage

Multiple times a day 174 88.8%

Once a day 16 8.2%

Few times a week 5 2.6%

Once a week - -

Rarely 1 0.5%

Total 196 100%

Source: Primary

FIGURE 4.4 SHOWING THE FREQUENCY OF SOCIAL MEDIA USAGE BY THE

RESPONDENTS:

INTERPRETATION:
The table reveals that the majority of respondents, 88.8%, use social media multiple times a
day, highlighting a high level of engagement with these platforms. A smaller group, 8.2%,
uses social media once a day, while 2.6% access it a few times a week, indicating moderate
usage. Interestingly, only 0.5% of respondents reported using social media rarely, showing
that low-frequency usage is quite uncommon. Notably, no respondents reported using social
media once a week.

 Primary Reason for Social Media Use:

TABLE 4.5 SHOWING THE PRIMARY REASON FOR SOCIAL MEDIA USE BY THE
RESPONDENTS

Reason No. of Respondents Percentage

Staying in touch with 51 26%

friends/family

Following news and trends 39 19.9%

Shopping and product 8 4.1%

discovery

Entertainment 84 42.9%

Networking for professional 14 7.1%

reasons

Total 196 100%

Source: Primary

FIGURE 4.5 SHOWING THE PRIMARY REASON FOR SOCIAL MEDIA USE:
INTERPRETATION:
Entertainment appears as the primary reason for social media use, with 42.9% of respondents
representing this. Staying in touch with family and friends is the second most common
reason, quoted by 26%. Following news and trends (19.9%) and professional networking
(7.1%) are also prominent reasons for using social media. A small percentage (4.1%) use
social media mainly for shopping and product discovery, signifying that while social media is
a social and entertainment source for most, it plays a slight role in direct shopping activities.

2. INFLUENCE OF SOCIAL MEDIA MARKETING ON CONSUMERS

 Social Media Influencing Buying Decisions:

TABLE 4.6 SHOWING THE INFLUENCE OF SOCIAL MEDIA ON BUYING DECISIONS

BY THE RESPONDENTS

Agreement Levels No. of Respondents Percentage

Highly Disagree 8 4.1%

Disagree 14 7.1%

Neutral 75 38.3%

Agree 77 39.3%

Highly Agree 22 11.2%

Total 196 100%

Source: Primary
 FIGURE 4.6 SHOWING THE INFLUENCE OF SOCIAL MEDIA ON BUYING
DECISION:
INTERPRETATION:
Social media has a visible impact on buying decisions, with 50.5% of respondents either
agreeing or highly agreeing that it impacts their purchases. A significant proportion (38.3%)
remains neutral, representing some ambivalence. Only a small percentage (11.2%) highly
disagrees, showing that while social media is powerful, it may not be the sole or key factor
for everyone when making purchases.

 Discovering New Products Through Social Media:

TABLE 4.7 SHOWING THE DISCOVERY OF NEW PRODUCTS THROUGH SOCIAL

MEDIA BY THE RESPONDENTS

Highly Disagree 5 2.6%

Disagree 9 4.6%

Neutral 50 25.5%

Agree 110 56.1%

Highly Agree 22 11.2%

Total 196 100%

Source: Primary

FIGURE 4.7 SHOWING THE DISCOVERY OF NEW PRODUCTS THROUGH SOCIAL

MEDIA

INTERPRETATION:

The majority of respondents (56.1%) agree that they discover new products through social
media, while 11.2% highly agrees. This proposes that social media is a significant channel for
product discovery. A minor percentage (25.5%) remains neutral, while only 7.2% either
disagree or highly disagree, signifying that most respondents see worth in social media for
finding new products.
  Identifying the Most Persuasive Social Media Content for Purchases:

TABLE 4.8 SHOWING THE MOST PERSUASIVE SOCIAL MEDIA CONTENT FOR
PURCHASES BY THE RESPONDENTS

Aspects No. of Respondents Percentage

Sponsored posts/ads 20 10.2%

Product review by users 48 24.5%

Influencer endorsements 25 12.8%

Brand’s own content 103 52.6%

Total 196 100%

Source: Primary

FIGURE 4.8 SHOWING THE MOST PERSUASIVE SOCIAL MEDIA CONTENT FOR
PURCHASES

INTERPRETATION:
The most convincing content for purchasing decisions is a brand's own content, quoted by
52.6% of respondents. User-generated product evaluations are also influential (24.5%),
followed by influencer endorsements (12.8%). Sponsored posts and ads are the slightest
persuasive, with only 10.2% of respondents finding them convincing. This recommends that
consumers place more confidence in brand direct communication and user feedback than in
paid advertisements.

 Frequency of Direct Purchases Through Social Media Platforms:

TABLE 4.9 SHOWING FREQUENCY OF DIRECT PURCHASES THROUGH SOCIAL

MEDIA PLATFORMS BY THE RESPONDENTS

Frequency No. of respondents Percentage

Very often 10 5.1%

Often 24 12.2%

Occasionally 60 30.6%

Rarely 78 39.8%

Never 24 12.2%

Total 196 100%

Source: Primary
 FIGURE 4.9 SHOWING FREQUENCY OF DIRECT PURCHASES THROUGH SOCIAL
MEDIA PLATFORMS

INTERPRETATION:
A substantial portion of respondents (39.8%) hardly make direct purchases through social
media, while 30.6% do so occasionally. Only 12.2% make purchases often, and 5.1% do very
often. This displays that while social media is persuasive in product discovery and marketing,
it is less regularly used as a direct purchasing platform.

 Usage of Social Media for Product Research Before Purchase:

TABLE 4.10 SHOWING USAGE OF SOCIAL MEDIA FOR PRODUCT RESEARCH

BEFORE PURCHASE BY THE RESPONDENTS

Aspects No. of respondents Percentage

Yes 178 90.8%

No 17 8.7%

If yes, why? 1 0.5%

Total 196 100%

Source: Primary

FIGURE 4.10 SHOWING USAGE OF SOCIAL MEDIA FOR PRODUCT RESEARCH

BEFORE PURCHASE

INTERPRETATION:

A major of 90.8% of respondents use social media for product research before purchasing.
This highlights the importance of social media platforms as foundations of information that
impact consumer decision-making. Only a minor fraction (8.7%) do not rely on social media
for research.

 Assessing Social Media Marketing's Influence by Age:

TABLE 4.11 SHOWING THE ASSESSMENT OF SOCIAL MEDIA MARKETING’S

INFLUENCE BY AGE OF THE RESPONDENTS

Aspects No. of respondents Percentage

Yes 181 92.7%

No 15 7.7%

Total 196 100%

Source: Primary

FIGURE 4.11 SHOWING THE ASSESSMENT OF SOCIAL MEDIA MARKETING’S

INFLUENCE BY AGE:

INTERPRETATION:
The majority of respondents (92.7%) believe social media marketing strongly influences
them, while only a small fraction (7.7%) think it does not affect them. This shows that social
media is a important tool for marketers, mostly in reaching a large audience across diverse
age groups.

 Impact of Social Media Ads on Purchasing Decisions:

TABLE 4.12 SHOWING THE IMPACT OF SOCIAL MEDIA ADS ON PURCHASING

DECISIONS OF THE RESPONDENTS

Aspects No. of respondents Percentage

Yes 161 82.1%

No 35 17.9%

Total 196 100%

Source: Primary

FIGURE 4.12 SHOWING THE IMPACT OF SOCIAL MEDIA ADS ON PURCHASING

DECISIONS:

INTERPRETATION:
About 82.1% of respondents agree that social media ads impact their purchasing decisions,
while 17.9% do not think so. This proposes that advertisements on social platforms play a
vital role in consumer behaviour and decision-making
3. THE ROLE OF USER-GENERATED CONTENT IN SOCIAL MEDIA
MARKETING

 Trusting User-Generated Content Over Brand Advertising:

TABLE 4.13 SHOWING THE RESPONDENTS TRUST ON USER-GENERATED

CONTENT OVER BRAND ADVERTISING

Agreement Levels No. of Respondents Percentage

Highly Disagree 6 3.1%

Disagree 10 5.1%

Neutral 65 33.2%

Agree 95 48.5%

Highly Agree 20 10.2%

Total 196 100%

Source: Primary

FIGURE 4.13 SHOWING THE RESPONDENTS TRUST ON USER-GENERATED

CONTENT OVER BRAND ADVERTISING
INTERPRETATION:
Almost half of the respondents (48.5%) trust user-generated content (like reviews or posts
from other users) more than brand advertising, while 33.2% remain neutral. Only a small
portion (8.2%) disagrees. This suggests that user-generated content holds substantial weight
in structuring consumer trust compared to traditional brand promotions

 Most Influential Forms of User-Generated Content:

TABLE 4.14 SHOWING THE MOST INFLUENTIAL FORMS OF USER-GENERATED

CONTENT BY THE RESPONDENTS

Aspects No. of respondents Percentage

Customer reviews 105 53.6%

Social media posts from other 38 19.4%

users

Videos or unboxings 41 20.9%

Forums or Q&A sites 12 6.1%

Total 196 100%

Source: Primary
 FIGURE 4.14 SHOWING THE MOST INFLUENTIAL FORMS OF USER-GENERATED
CONTENT BY THE RESPONDENTS:

INTERPRETATION:
The most effective form of user-generated content is customer reviews, favoured by 53.6% of
respondents. Other forms like videos or unboxing (20.9%) and social media posts from other
users (19.4%) also play vital roles, though forums and Q&A sites have less effect (6.1%).

 Advocating for More User-Generated Content in Brand Marketing:

TABLE 4.15 SHOWING THE OPINIONS ON THE IMPORTANCE OF USER-

GENERATED CONTENT IN BRAND STRATEGIES OF THE RESPONDENTS

Aspects No. of respondents Percentage

Yes 183 93.4%

No 13 6.6%

Total 196 100%

Source: Primary
 FIGURE 4.15 SHOWING OPINIONS ON THE IMPORTANCE OF USER-GENERATED
CONTENT IN BRAND STRATEGIES

INTERPRETATION:
The idea of including more user-generated content into brand marketing strategies is
commonly supported by respondents, with 93.4% agreeing that it should be included, and
only 6.6% differing the idea. This clearly imitates the growing preference for consumer-
driven content in brand promotions.

 Perceptions of Brand Appreciation Through Customer-Shared Content:

TABLE 4.16 SHOWING THE PERCEPTIONS OF BRAND APPRECIATION THROUGH

CUSTOMER-SHARED CONTENT OF THE RESPONDENTS

Aspects No. of respondents Percentage

Yes 176 89.8%

No 20 10.2%

Total 196 100%

 FIGURE 4.16 SHOWING PERCEPTIONS OF BRAND APPRECIATION THROUGH
CUSTOMER-SHARED CONTENT:

INTERPRETATION:

When asked about the insight of brand appreciation through customer-shared content, 89.8%
of respondents agree that it increases brand perception, while 10.2% disagree. This displays a
strong belief that user-generated content donates positively to brand value and image

4. IMPACT OF EMERGING SOCIAL MEDIA PLATFORMS

 Assessing Engagement Levels Between Emerging and Established Platforms:

TABLE 4.17 SHOWING THE ASSESSMENT OF ENGAGEMENT LEVELS BETWEEN

EMERGING AND ESTABLISHED PLATFORMS BY THE RESPONDENTS

Aspects No. of respondents Percentage

Yes 177 90.3%

No 19 9.7%

Total 196 100%

Source: Primary

FIGURE 4.17 SHOWING THE ASSESSMENT OF ENGAGEMENT LEVELS BETWEEN

EMERGING AND ESTABLISHED PLATFORMS:

INTERPRETATION:
While comparing engagement levels between emerging and established platforms, 90.3% of
respondents believe that emerging platforms involve users as much as the established ones,
whereas 9.7% disagree. This specifies that newer platforms are gaining significance and
successfully engaging audiences.

 Assessing the Potential of Emerging Platforms to Influence Consumer

Behavior:

TABLE 4.18 SHOWING THE ASSESSMENT OF POTENTIAL EMERGING PLATFORMS

TO INFLUENCE CONSUMER BEHAVIOUR BY THE RESPONDENTS

Aspects No. of respondents Percentage

Yes 145 74%

No 51 26%

Total 196 100%

Source: Primary

FIGURE 4.18 SHOWING THE ASSESSMENT OF POTENTIAL EMERGING

PLATFORMS TO INFLUENCE CONSUMER BEHAVIOUR:

INTERPRETATION:
While assessing the potential of emerging platforms to impact consumer behaviour, 74% of
respondents believe these platforms can have a strong effect, while 26% think otherwise. This
recommends that many people see these platforms as influential tools for shaping consumer
actions, although some scepticism remains.
  Evaluating Personalization and Trustworthiness in Emerging vs. Established
Platforms:

TABLE 4.19 SHOWING THE EVALUATION OF PERSONALISED AND

TRUSTWORTHINESS IN EMERGING AND ESTABLISHED PLATFORMS BY THE
RESPONDENTS:

Aspects No. of respondents Percentage

Yes 124 63.3%

No 72 36.7%

Total 196 100%

Source: Primary

FIGURE 4.19 SHOWING THE EVALUATION OF PERSONALISED AND

TRUSTWORTHINESS IN EMERGING AND ESTABLISHED PLATFORMS BY THE
RESPONDENTS:

INTERPRETATION:

In estimating personalized content and trustworthiness between emerging and established

platforms, 63.3% of respondents find emerging platforms to be as personalized and
trustworthy as established ones, while 36.7% do not. This shows that a mainstream of users
trust emerging platforms, though a substantial minority still have hesitations about their
trustworthiness and personalized experience.
 INFERENTIAL

CHI-SQUARE

Variables:

● Independent: Age group (18-34, 35-49, etc.)

● Dependent: Influence of user-generated content (UGC) on purchasing decisions (trust
UGC more than brand ads)

Hypothesis:

● Null Hypothesis (H0): There is no significant relationship between age groups and
their preference for UGC categories.
● Alternate Hypothesis (H1): There is a significant relationship between age groups
and their preference for UGC categories.

TABLE 4.20 SHOWING CHI-SQUARE CROSS TABULATION

INDEPENDENT SAMPLE T-TEST

Variables:

● Independent: Exposure to emerging social media platforms (e.g., Instagram Reels,

TikTok)
● Dependent: Engagement level (high vs. low)

Hypothesis:

● Null (H0): There is no significant difference in engagement levels between users

exposed to emerging platforms and those exposed to established platforms.

● Alternate (H1): There is a significant difference in engagement levels between users

exposed to emerging platforms and those exposed to established platforms
●

TABLE 4.21 SHOWING INDEPENDENT SAMPLE T-TEST

ANOVA (Analysis of Variance)

Variables:

● Independent: Social media marketing strategies (ads, influencer marketing, UGC)

● Dependent: Consumer purchase intentions

Hypothesis:

● Null (H0): Different social media marketing strategies do not significantly impact
consumer purchase intentions.
● Alternate (H1): Different social media marketing strategies significantly impact
consumer purchase intentions.

TABLE 4.22 SHOWING ANOVA

Descriptive Analysis

Purpose:

To analyze if users’ primary motivations impact the frequency of their social media use.

Hypothesis:

● Null (H0): There is no significant difference in the frequency of use based on

motivation.
● Alternate (H1): There is a significant difference in the frequency of use based on
motivation.

TABLE 4.23 SHOWING DESCRIPTIVE ANALYSIS

CHAPTER – V
FINDINGS
 FINDINGS

CHI-SQUARE:

The Chi-square test results show no significant association between AGE Groups and their
preference for UGC (User Generated Content). With a Pearson Chi-square value of 17.071
and a p-value of 0.147 (greater than the 0.05 threshold), we fail to reject the null hypothesis,
meaning AGE GROUP and UGC are statistically independent. This implies that the
distribution of UGC categories does not differ significantly across the different age groups in
this dataset. Essentially, age does not seem to influence how people interact with User
Generated Content based on this analysis, as the observed differences are likely due to chance
rather than a real relationship.

INDEPENDENT SAMPLE T-TEST:

The T-test results show no significant difference in engagement levels between users exposed
to emerging social media platforms (e.g., Instagram Reels, TikTok) and those using
established platforms. The results show that there’s no big difference in how people engage
with social media, whether they use newer platforms like Instagram Reels and TikTok or
more established ones. In simpler terms, exposure to different types of social media platforms
doesn’t seem to make a big difference in how engaged users are

ANOVA:

The ANOVA results show no statistically significant difference in consumer purchase

intentions across different social media marketing strategies (F(3,192) = 1.279, p = 0.283).
Since the significance value (p) is greater than 0.05, we fail to reject the null hypothesis. This
indicates that the type of social media content (ads, influencer marketing, UGC) does not
have a significant impact on consumer purchase intentions. Additionally, the effect size,
represented by Eta-squared (0.020), is small, further supporting minimal practical
significance in this context. Therefore, different strategies do not substantially alter consumer
purchase decisions based on this sample.
DESCRIPTIVE ANALYSIS:

The frequency distribution highlights that the majority of users are motivated by staying
informed and entertained, with nearly 60% of respondents citing “Following news and
trends” and “Entertainment” as their primary motives for using social media. “Staying in
touch with friends and family” accounts for 18.4%, showing that social connections are also a
key driver. However, fewer users turn to social media for “Networking for professional
reasons” (14.1%) or “Shopping and product discovery” (2.9%), suggesting that social media
is less frequently used for professional growth or direct consumer activities. These insights
provide valuable context for understanding how motivations could influence usage behavior
across different platforms.
 SUGGESTIONS

 Leverage User-Generated Content (UGC):

Since consumers trust UGC more than traditional advertisements, brands should
encourage customers to share reviews, testimonials, and experiences on social media.
Featuring UGC in marketing campaigns will build authenticity and trust, influencing
purchase decisions.
 Focus on Influencer Marketing:
Partnering with influencers who align with the brand's values and target audience can
significantly impact purchasing behavior, especially among younger demographics.
Prioritize working with micro-influencers who have high engagement rates to create
more personalized connections with consumers.
 Utilize Emerging Platforms like TikTok and Instagram Reels:
These platforms offer high engagement, particularly among younger users. Brands
should create short, engaging, and interactive content tailored to these platforms to
increase visibility and capture the attention of a growing audience.
 Optimize Targeted Advertising:
Use data-driven insights to deliver personalized ads that align with consumer interests
and behavior. Refine targeting strategies based on engagement metrics to ensure ads
are relevant, which can improve conversion rates and return on investment.
 Enhance Community Engagement:
Actively engage with consumers through social media comments, direct messages,
and interactive content such as polls and Q&A sessions. Building strong relationships
and fostering a sense of community can enhance brand loyalty and trust.
 CONCLUSION

This study aimed to discover the impact of social media marketing strategies on consumer
behaviour, with a focus on crucial factors such as user-generated content (UGC), influencer
endorsements, and traditional social media advertisements. The conclusions from the analysis
specify that while social media is a vital platform for brands to engage with consumers, its
impact on purchasing decisions differs based on demographic factors, motivations, and
engagement levels.

The key results from the analysis, such as the lack of significant differences in consumer
engagement across various social media platforms (e.g., Instagram Reels vs. established
platforms like Facebook), highlight that exposure to social media does not automatically lead
to changes in consumer behavior. `, the research discloses that different social media
marketing strategies—ads, influencer marketing, and UGC—do not significantly modify
consumer purchase intentions. This recommends that while these strategies enhance brand
visibility and trust, they may not directly lead to increased sales across all consumer
segments.

The study also highlights on consumer motivations for social media use, with entertainment
and staying informed emerging as the primary reasons. This aligns with the observation that
social media is more persuasive in shaping consumer perceptions and brand awareness than
in driving direct purchases. In addition, the findings highlight that age and other demographic
factors do not significantly influence how users interact with social media marketing content,
underlining the complexity of tailoring marketing strategies to various consumer groups.

Although the results direct that social media marketing plays a substantial role in enhancing
brand visibility and fostering consumer trust, the study’s limitations, including the cross-
sectional nature of the data and the reliance on self-reported behaviors, call for further
longitudinal research to track the developing influence of social media over time.
Additionally, as new platforms and trends emerge, future studies should explore how these
factors impact consumer behavior in different cultural and economic contexts.
Overall, this study contributes valuable insights into the dynamics of social media marketing
and its influence on consumer behaviour. While it may not always directly drive purchases,
social media remains key tool for businesses to build and maintain relationships with their
audiences.
 CHAPTER – VI
BIBLIOGRAPHY
 BIBLIOGRAPHY

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CHAPTER-VI
ANNEXURE
 QUESTIONNAIRE
Section 1: Demographic Information

1. What is your age group?

● Below 18

● 18-34

● 35-49

● 50 and above

2. What is your gender?

● Male

● Female

● Prefer not to say

3. Which of the following best describes your highest level of education?

● High school or equivalent

● Bachelor’s degree

● Master’s degree

● Doctoral degree

4. Which social media platforms do you use most frequently? (Select all that apply)
(ranking)

● Facebook

● Instagram

● Twitter (X)

● LinkedIn

● Pinterest
 ● Youtube

● Telegram

● Whatsapp

5. How frequently do you use social media?

● Multiple times a day

● Once a day

● Few times a week

● Once a week

● Rarely

6. Which of the following best describes your primary reason for using social media?

● Staying in touch with friends/family

● Following news and trends

● Shopping and product discovery

● Entertainment

● Networking for professional reasons

Section 2: Influence of Social Media Marketing on Consumer Behavior

7. Social media marketing influences my purchasing decisions.

● Highly Disagree

● Disagree

● Neutral

● Agree

● Highly Agree
8. I often discover new products through social media ads.

● Highly Disagree

● Disagree

● Neutral

● Agree

● Highly Agree

9. Social media ads are relevant to my interests and needs.

● Highly Disagree

● Disagree

● Neutral

● Agree

● Highly Agree

10. Which type of social media content do you find most persuasive in influencing your
purchasing decisions?

● Sponsored posts/ads

● Product review by users

● Influencer endorsements

● Brand’s own content

11. How often do you purchase products directly from social media platforms (e.g.,
through ads or shop features)?

● Very often

● Often

● Occasionally

● Rarely
 ● Never

12. When considering a purchase, do you research the product on social media before
making a decision?

● Yes. if yes, why?

● No

13. Do you think social media marketing has a greater impact on younger consumers
(18-34) compared to older consumers (35+)?

● Yes

● no

14. Do social media ads influence your decision to try new products or services?

 Yes

 No

Section 3: The Role of User-Generated Content in Social Media Marketing

15. I trust user-generated content (reviews, testimonials) more than brand

advertisement which also influences my perception of a brand.

● Highly disagree

● Disagree

● Neutral

● Agree

● Highly agree

16. Which type of user-generated content do you find most influential?

● Customer reviews

● Social media posts from other users

● Videos or unboxings
 ● Forums or Q&A sites

17. How likely are you to contribute user-generated content (e.g., reviews, photos) after
a positive experience with a brand?

● Yes

● No

18. Do you feel that brands should feature more user-generated content in their social
media marketing strategies?

● Yes

● no

19. Do you feel more appreciated by a brand when they share content created by their
customers?

● Yes

● No

Section 4: Impact of Emerging Social Media Platforms

20. Which emerging social media platforms do you currently use? (ranking)

● Reels/Shorts/Spotlight

● Threads

● BeReal

● Others (please specify)

21. Do you find content on emerging platforms more engaging than on established
ones? (e.g., Facebook, Instagram)

● Yes

● No
22. What do you find most appealing about emerging social media platforms?

● Novelty and freshness

● Innovative features (e.g., short videos, live streams)

● Content diversity

● Community engagement

23. Do you think emerging platforms will eventually replace established ones in terms
of influence over consumer behaviour?

● Yes

● No

24. If you’ve made an online purchase as a result of an AD on emerging social media

platforms what type of purchase was it?

 Fashion

 Beauty

 Technology

 Literature

 Others (please specify)

25. Do you think emerging platforms offer more personalised content and are
trustworthy than those of established platforms?

 Yes

 No