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@article{181037,
        author = {PROF PRATIBHA B K},
        title = {A STUDY ON ‘SOCIAL MEDIA MARKETING STRATEGIES AND CONSUMER BEHAVIOR’},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {1},
        pages = {3538-3545},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=181037},
        abstract = {social media has fundamentally reshaped the landscape of marketing, offering brands unprecedented avenues for direct engagement with consumers. This article explores the intricate relationship between social media marketing strategies and evolving consumer behavior, focusing on how businesses leverage platforms to influence purchasing decisions and foster brand loyalty. The key strategies such as content marketing, influencer collaborations, community building and date driven personalization, analyzing their effectiveness in capturing attention, stimulating interest and driving conversion within the digital sphere.
Concurrently, the abstract delves into shifts in consumer behavior, including the rise of user generated content, the demand for authenticity and transparency, the impact of social proof and the growing importance of online reviews and recommendations, understanding these behavioral nuances is critical for marketers to craft compelling campaigns the resonate with target audiences, build trust and ultimately translate into measurable business outcomes in the dynamic social media eco system.
The profound impact of social media marketing (SMM) strategies on contemporary consumer behavior and decision making. In today’s digitally connected world, social media platforms have emerged as indispensable channels for businesses to engage with target audience, shape brand perceptions and ultimately drive purchasing decisions. How SMM influences consumers across various stages of their buying journey, from problem recognition and information search to alternative evaluation, purchase and post purchase behavior. Key strategies discussed include content marketing, influencer collaborations, user- generated content and targeted advertising. These approaches leverage the interactive, real time and community driven nature of social media to foster deeper connections with consumers.},
        keywords = {},
        month = {June},
        }