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@article{184885,
        author = {Lavishka Vyas and Sangeeta Jha},
        title = {Impact of Social Media Marketing on Consumer Behavior},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {4},
        pages = {4499-4503},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=184885},
        abstract = {This research paper tries to understand how social media marketing exerts an influence on consumer’s behaviour in today's modern era where people are dependent to a great extent on different social media. Nowadays, thousands of people are using platforms like Instagram, Facebook, and YouTube daily for information, updations etc. Understanding the need of the hour, companies have started changing their marketing strategies. Social media helps businesses in connecting directly with consumers and influence their buying decisions to a great extent. This paper discusses the impact of social media advertisements, influencer marketing, reviews, and interactive content on consumer choices.},
        keywords = {Social media marketing, consumer behavior, advertisements, influencer marketing, online reviews, interactive content, digital world.},
        month = {October},
        }