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The Impact of Social Media Marketing on Consumer Behavior in the E-Commerce Industry
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Author(s): Swati Chawla (Amity School of Business, Amity University, Noida, India), Kirti Tanwar (Amity Business School, Amity University, Noida, India)and Puja Sareen (Amity Business School, Amity University, Noida, India)
Copyright: 2025
Pages: 26
Source title:
Decoding Consumer Behavior Using the Insight Equation and AI Marketing
Source Author(s)/Editor(s): Arjun J Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, Punjab, India), Amit Mittal (Chitkara Business School, Chitkara University, Punjab, India)and Nitin Patwa (SP Jain School of Global Management, UAE)
DOI: 10.4018/979-8-3693-8588-3.ch006
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Abstract
This study investigates the impact of social media marketing activities on brand awareness and purchase intention in the e-commerce sector. Utilizing a quantitative survey approach, data was collected from social media users aged 18-35 who engage in online shopping. The findings indicate that activities such as content marketing, influencer marketing, social media advertising, and brand-consumer engagement significantly enhance brand awareness. Furthermore, brand awareness positively influences purchase intention, highlighting its mediating role in the relationship between social media marketing and purchasing behavior. The implications suggest that e-commerce brands should prioritize developing targeted, personalized content, leveraging influencer partnerships, and increasing interactive opportunities. Utilizing advanced analytics is also crucial for optimizing social media marketing strategies. As the digital landscape evolves, brands must remain agile and responsive to shifts in consumer behavior to maximize their return on investment in social media marketing.
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