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@article{171460,
        author = {B.Sravani and T.Soumya and Sai Preetam and Uttam},
        title = {The Influence of Social media Marketing on Consumer behavior},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {11},
        number = {8},
        pages = {12-15},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=171460},
        abstract = {This paper aims to empirically investigate the role of social media in influencing consumers' decision-making processes. Customer opinions on products and services are increasingly shaped by third-party interactions in digital spaces, impacting offline perceptions. Social media empowers consumers, reducing marketers' control over online discussions. The study finds that social media significantly impacts consumer satisfaction during information search and alternative evaluation stages, with satisfaction intensifying toward the final purchase decision and post-purchase evaluation.
The pervasive influence of social media marketing on consumer behaviour within the retail industry is the focus of this comprehensive review. The paper explores the relationship between social media marketing and its effects on consumer purchasing patterns, brand loyalty, and engagement. By reviewing literature, including empirical studies and case analyses, it aims to understand how social media platforms transform consumer interactions with retail brands. The review identifies trends, strategies, and consumer responses, highlighting the shift toward interactive, personalized, and consumer-driven communication. Key findings show social media marketing affects consumer behaviour through content authenticity, engagement, and influencer use, enhancing brand visibility and consumer-brand relationships. The review emphasizes the importance of innovative social media strategies for retailers and suggests further research on evolving trends and their impact on consumer behaviour.},
        keywords = {empirically investigate , personalized},
        month = {December},
        }