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The Power of Social Media: Exploring its Role in Consumer Purchase Decisions

Year: 2024

Type: article

Abstract: In the digital age, the influence of social media on consumer purchase decisions is continuously growing. This study utilizes a literature review, case studies, data mining, and content analysis methods to explore how social media marketing strategies shape consumer decision-making. The study finds that social media marketing can significantly enhance consumer purchase intention, emphasizing the need for brands to develop effective social media strategies to attract and retain consumers. This conclusion is of great significance to both academia and practice, providing data-supported marketing insights for brands.

Source: Interdisciplinary Humanities and Communication Studies

DOI: 10.61173/3et41x49

Author: Wenjia Huang

Institution: Shanghai University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4405934551

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