The Impact of Social Media Marketing on Consumer Buying Behaviour: A Cross-Industry Study
DOI:
https://doi.org/10.35313/ijabr.v8i02.601Keywords:
Brand Image, Digital Media, Behavior Intention to Investment, consumer, Consumer BehaviorAbstract
The impact of social media marketing on consumers’ buying behavior in the retail, hospitality, fashion, and technology industries was examined through this study. The feedback gathered from 500 existing social media users. It explores the effects of brand trust, eWOM, personalization, and consumer engagement on the purchase intention. The purchase intentions, loyalty, and buying behaviour is affected by all Statistical analysis of the survey using stratified sampling shows a positive effect of every factor on all industries which is statistically significant. As per insights that are encountered at an industry level, trust and engagement have the most impact in fashion, personalization spurs loyalty in hospitality and retail and credibility matters most in technology. According to the study, marketers will have to customize their digital marketing strategies as per the expectations of consumers in their industry. At the same time, their reliability and peer recommendations and personalized communication impact their consumer behaviour uniformly. Recommendations from practitioners include adapting campaign strategies to the characteristics of an industry, focusing on authentic engagement, and remaining transparent in messages. In this paper we aim at shedding some academic and practical light on the role social media play in consumer decision-making from a cross-industry perspective.
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