Influence of Social Media Marketing on Consumer Purchase Behaviour: Emerging Trends and Challenges

This study examines the influence of social media marketing on consumer purchase behaviour, focusing on social media advertising, content quality, influencer marketing, user-generated content, online reviews/electronic word-of-mouth, consumer engagement, and brand awareness/trust. The study is designed as a primary-data-based empirical investigation using a structured questionnaire administered to actual social-media users/consumers. A five-point Likert scale is used from 1 = Strongly Disagree to 5 = Strongly Agree. The planned analysis includes demographic profiling, descriptive statistics, Pearson correlation, and multiple regression. The study will assess how the selected social media marketing factors relate to purchase intention, product evaluation, purchase decision, impulse buying, brand preference, and repeat purchase intention. Numerical findings, respondent characteristics, statistical coefficients, significance levels, and empirical conclusions are intentionally pending because no raw questionnaire dataset was supplied. After actual responses are provided, all tables, graphs, results, discussion, and conclusions will be calculated directly from the cleaned dataset. The study is intended to provide context-specific evidence on digital consumer behaviour while addressing emerging trends and challenges including personalization, influencer content, user-generated content, social commerce, privacy, misinformation, information overload, advertising fatigue, and consumer trust.