Year: 2024
Type: article
Abstract: Social media has become a powerful tool for marketing, influencing consumer behavior and purchase intentions. This study explores the effect of social media marketing strategies on consumer decision-making, focusing on brand awareness, trust, personalization, and engagement. The findings indicate that social media platforms enhance consumer purchase intentions through effective targeting and interaction. The research also highlights challenges such as managing negative feedback and over-saturation of content
Author: Dr. Dipika Bharti -
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405808164