Influence of Social Media Marketing on Consumer Purchase Decisions

Abstract

Consumer behavior research began in the mid-twentieth century, focusing on how consumers identify needs and consider marketing inputs. Various theories aimed to understand how consumers classify needs based on stimulus inputs from marketing. With the rise of social media, advertisers now see these platforms as effective for reaching larger audiences at lower costs. Although not traditionally viewed as influential, recent research indicates that social media creates social pressures impacting consumer decisions. Social media marketing enhances brand familiarity, simplifies decision-making, and expands opportunities for information search before purchases. (Matić Šošić, 2019)(Ndinda Mutisya, 2018)