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A Role on Consumer Behavior on Social Media Advertising for Online Marketing
Dr. S. Prabha Arockia Joans, Assistant Professor of Commerce, Holy Cross College (Autonomous), Trichy – 2.
Pages: 1-8 | First Published: 05 Oct 2025
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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

Effectiveness of Social Commerce Marketing Among the Millennials in Chennai City
M.Srinivasan Research Scholar (PT), PG & Research Department of Commerce, DRBCCC Hindu College, Pattabiram: Dr. S. Prabakaran Research Supervisor & Guide, PG & Research Department of Commerce, DRBCCC Hindu College, Pattabiram.
Pages: 9-18 | First Published: 05 Oct 2025
Full text | Abstract | PDF | References | Request permissions

Abstract

            With the rapid growth of social media usage and online shopping in India, social commerce has emerged as a dynamic medium that blends social engagement with digital retailing. The study employs a descriptive research design, relying on primary data collected via a structured questionnaire with a five-point Likert scale. The survey covered 321 millennial respondents aged between 25 and 40 years residing in Chennai City who actively use social media platforms such as Instagram, Facebook, WhatsApp, and YouTube for product discovery and online purchasing. A non-probability convenience sampling method was employed, and data were analyzed using SPSS software version 21. The results of the study reveal that influencer credibility, social interaction, and eWOM have a significant positive relationship with millennials’ purchase intention. Furthermore, trust was found to play a crucial mediating role between social commerce marketing activities and millennials’ purchase decisions, indicating that authenticity, reliability, and transparency significantly enhance online buying confidence. The findings highlight that millennials in Chennai are highly influenced by credible influencers, peer recommendations, and engaging social interactions while making online purchase decisions. The study concludes that effective social commerce marketing requires not only creative content and promotions but also the development of trust-based relationships with consumers. 

Keywords:Social Commerce, Influencer Credibility, Electronic Word-of-Mouth (eWOM), Social Interaction, Trust, Millennials, Purchase Intention, Chennai City.

REFERENCES

  1. Alam, F., Shabbir, A., & Malik, B. (2022). Let’s buy with social commerce platforms through influencers: Evidence from India. Frontiers in Psychology, 13, 865011. https://doi.org/10.3389/fpsyg.2022.865011

  2. Busalim, A. H., & Hussin, A. R. C. (2016). Understanding social commerce: A systematic literature review and directions for future research. International Journal of Information Management, 36(6), 1075–1088. https://doi.org/10.1016/j.ijinfomgt.2016.06.005

  3. Coutinho, R., Dias, J., & Pereira, F. (2023). Credibility of social media influencers: Impact on purchase intention. Journal of Promotion Management, 29(8), 1012–1030. https://doi.org/10.1080/10496491.2023.2278543

  4. Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183–191. https://doi.org/10.1016/j.ijinfomgt.2014.12.005

  5. Lee, S. H. (2025). Building consumer trust in social commerce: Cognitive and emotional perspectives. Journal of Retailing and Consumer Services, 82, 104432. https://doi.org/10.1016/j.jretconser.2025.104432

  6. Pham, H. T., & Tran, T. T. (2021). Factors affecting trust in social commerce: A systematic literature review. Advances in Social Science, Education and Humanities Research, 613, 72–80. https://doi.org/10.2991/assehr.k.211224.012

  7. Sanapang, N., & Ardyan, E. (2024). Understanding the important role of online customer reviews in social commerce on customer trust and impulse buying. Indonesian Journal of Business and Entrepreneurship, 10(1), 43–55. https://doi.org/10.17358/ijbe.10.1.43

  8. Shamim, A., Ghazal, H., Ahmed, A., & Rana, N. P. (2024). Exploring influencer credibility, message quality, and media richness on social media purchase intentions. Journal of Retailing and Consumer Services, 76, 103547. https://doi.org/10.1016/j.jretconser.2023.103547

  9. Van Dat, N., & Nguyen, T. P. (2025). User-generated content, online trust, and purchase intention in social commerce: A Vietnamese perspective. The Messenger, 27(1), 56–68.

  10. Zhao, W., Huang, Y., & Su, C. (2023). A systematic literature review on social commerce and online consumer behavior. Decision Support Systems, 167, 113874. https://doi.org/10.1016/j.dss.2023.113874