An Empirical Study on the Influence of Social Media Marketing Strategies on Consumer Purchase Behaviour, Brand Awareness, and Customer Engagement in the Digital Marketplace.

Abstract Social media marketing has emerged as a powerful tool for businesses to influence consumer purchasing decisions. Platforms such as Instagram, Facebook, and YouTube enable organizations to interact directly with customers and promote products through targeted advertising and influencer collaborations. This study examines the impact of social media marketing on consumer purchase behaviour. A quantitative research approach was adopted using survey data collected from 120 respondents. Statistical techniques such as correlation and regression analysis were used to analyze the relationship between social media marketing activities and consumer purchase intention. The findings indicate that social media engagement, influencer marketing, and online reviews significantly influence consumer buying decisions.