Impact of social media advertisement on consumers buying behaviour

Abstract

Social networking sites have developed into dynamic advertising spaces with a significant impact on what consumers decide to buy. This phenomenon calls into question the mechanics behind social media's influence, magnitude, and the ensuing ramifications for consumers and businesses. This study aims to assess the role of social media influencers on customer purchasing behavior. In this study, a quantitative research method was used and data was collected through the survey method and directly from respondents. The sample size of this study was 130 and also simple random sampling technique was used for this study. The data was analyzed through different statistical analyses including descriptive statistics. The outcomes show that trust and engagement work together to reduce consumer skepticism, foster the development of parasocial relationships, and propel influencer marketing efforts to success. As the influencer market develops further, brands will need to prioritize building relationships and encouraging interaction if they want to properly harness the potential of influencer marketing to change customer behavior.