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@article{204969,
        author = {Ms. Kritika Sharma and Prof Dr Arun Kumar Jadon},
        title = {Impact of Social Media Marketing on Consumer Awareness, Engagement and Purchase Intention: An Analytical Study in the Digital Marketplace},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {1},
        pages = {4900-4903},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=204969},
        abstract = {Social media marketing has become a powerful tool for influencing consumer behavior in the digital marketplace. Through platforms such as YouTube, Instagram, Facebook, WhatsApp, LinkedIn, and other digital channels, brands can create awareness, communicate offers, build relationships, engage consumers, and influence purchase intention. Unlike traditional marketing, social media marketing allows two-way communication and active consumer participation. The present paper examines the impact of social media marketing on consumer awareness, engagement, and purchase intention. It explains the features of social media marketing, including interactivity, real-time communication, content variety, consumer participation, targeted advertising, and brand humanization. The paper concludes that social media marketing has a significant role in shaping consumer awareness and purchase behavior, but its effectiveness depends on authenticity, relevance, responsiveness, and trust.},
        keywords = {Social media marketing, consumer awareness, consumer engagement, purchase intention, digital marketplace, brand communication.},
        month = {June},
        }