A Role on Consumer Behavior on Social Media Advertising for Online Marketing

Abstract

            In the dynamic realm of online marketing, social media advertising has emerged as a pivotal tool for influencing consumer behavior and shaping purchase decisions.  By integrating insights from consumer behavior theory with empirical data on social media marketing, the study aims to provide a comprehensive understanding of how social media advertising drives consumer choices and the comparative effectiveness of various platforms. The first objective centers on examining how social media advertisements affect consumer purchase decisions. Social media platforms, with their extensive reach and sophisticated targeting capabilities, enable advertisers to deliver highly personalized and contextually relevant messages to specific audience segments. This paper explores the influence of ad content, including visual elements, emotional appeals, and persuasive messaging, on consumer attitudes and behaviors. It also assesses the role of targeted advertising in enhancing relevance and engagement, thereby affecting the likelihood of conversion. 

Keywords: Social Media Advertising, Consumer Purchase Decision, Advertising Effectiveness, Platform Comparison, Targeted Advertising, Consumer Behavior, Online Marketing.

REFERENCES

1. JSTOR - The Influence of Social Media on Consumer Behavior

2. International Journal of Business and Social Science

3. https://hbr.org/2020/10/how-social-media-influences-consumer-behavior

4. Taylor & Francis Online - Consumer Reactions to Social Media Advertising