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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
Crossref DOI: Available
ISO Certification: 9001:2015
Publication Fee: 599/- INR
Compliance: UGC Journal Norms
License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 04

Published on: April 2026

THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOR

Shakshi Priya

Dr. Om Prakash

MBA School of Business Management
DOI:https://doi.org/10.55041/ijcope.v2i4.763

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Plagiarism Passed Peer Reviewed Open Access

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Abstract

This research investigates the multidimensional impact of social media marketing (SMM) on consumer buying behavior through a robust mixed-methods empirical design. Employing quantitative surveys from 350 respondents and qualitative interviews with 20 participants across diverse demographic segments, the study reveals that SMM exerts a strong, statistically significant positive influence on consumer purchase intentions (r = 0.78, p < 0.001). Influencer credibility — particularly authenticity and trustworthiness — emerges as the most powerful predictor of buying behavior, explaining 59% of variance in purchase intentions. User-generated content substantially reduces perceived purchasing risk, while targeted advertising achieves a 34% average conversion rate improvement over traditional methods. Platform-specific analyses demonstrate that Instagram and TikTok lead in fashion and lifestyle categories, YouTube excels for technology and education, and Facebook maintains broad cross-demographic effectiveness. The study validates Trust Transfer Theory and Social Learning Theory as explanatory frameworks for SMM's persuasive mechanisms and offers actionable managerial implications for digital marketing practitioners.

Keywords: Social Media Marketing, Consumer Buying Behavior, Influencer Marketing, User-Generated Content, Targeted Advertising, Brand Loyalty, Purchase Intention, Trust Transfer Theory, Social Proof

How to Cite this Paper

Priya, S. (2026). The Impact of Social Media Marketing on Consumer Buying Behavior. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(04). https://doi.org/10.55041/ijcope.v2i4.763

Priya, Shakshi. "The Impact of Social Media Marketing on Consumer Buying Behavior." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 04, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i4.763.

Priya, Shakshi. "The Impact of Social Media Marketing on Consumer Buying Behavior." International Journal of Creative and Open Research in Engineering and Management 02, no. 04 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i4.763.

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  • •Published on: Apr 26 2026
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