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This research investigates how social media marketing influences customer buying decisions.

May 17, 2026Open Access

Role of Social Media Marketing in Influencing Customer Buying Decisions

Key Points

This research investigates how social media marketing influences customer buying decisions.
Used a questionnaire and mixed-method approach for data collection.
Investigated the impact of influencers, advertisements, and reviews on purchases.
Focused on the responses from over 600 million social media users in India.
Strong influence of social media marketing on buying choices, especially among young consumers.
Majority of customers reported making purchases through social media platforms.
Data aligns with previous research indicating substantial buyer engagement via social media.

Abstract

Social media marketing has transformed customer buying decisions in India, where over 600 million people use sites such as Instagram and YouTube on a regular basis. Using the offered questionnaire and a mixed-method approach, this research investigates the role it plays in influencing buying choices via influencers, advertisements, and reviews. The findings reveal strong impact, particularly among young, and are backed by previous research indicating that the majority of customers make purchases through social media. Implications educate marketers on sound tactics as worldwide social media advertising spending is projected to reach US317. 33 billion as per Statista's 2026 forecast. i i. https: //www. statista. com/outlook/amo/advertising/social-media-advertising/worldwide

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