An Experimental Investigation Into The Influence Of Social Media Marketing On Consumer Buying Characteristics For Corresponding Goods

Abstract

Here the researcher take a look at how social media ads influence consumers' preferences for similar products in a digital context where the link between ads and purchases is always shifting. One of the most important ways for businesses to reach consumers nowadays is via social media. This is because users can engage with brands in a more personal and engaging way through influencer endorsements, targeted ads, and user-generated content. The data for this research came from a survey that was sent out to 1,612 people, and it used cross-sectional quantitative methods. For a more in-depth look at how social media ads affect consumers' preferences,  the researcher also examined using factor analysis and analysis of variance (ANOVA). Therefore, the study's findings support the hypothesis that social media ads do in fact influence customer preferences, namely because seeing personalized ads makes people feel like they're getting a distinct product. Despite already-saturated marketplaces, findings demonstrate that customer engagement via interesting content and community-driven interactions may boost sales. In addition to the obvious benefits of increased exposure and consumer loyalty, well-adapted businesses to the new medium also reap the rewards of the unprecedented usage of these platforms to research products and verify purchases. In addition to expanding the understanding of how social media influences consumer behavior, this study provides actionable guidance for advertisers looking to stand out in a crowded marketplace. This study sets the stage for future investigations into the digital marketing environment by shedding light on the processes by which social media advertising influences customer decisions.