Research Project Report On

RESEARCH PROJECT REPORT ON

TOPIC :-IMAPCT OF SOCIAL MEDIA MARKETING
ON CONSUMER BEHVAIOUR

Under The Guidance of:-

Dr.Ratnesh Chandra Sharma

Submitted By:-Ankit Kumar

System id:-2023401222

Class:-BBA(Marketing)

Section:-(B)
Semester:-3r
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to all these

individuals for mentoring and supporting me in
completing this project. My teacher (Dr.Ratnesh
Chandra Sharma) for providing me with invaluable
insights and direction. Our esteemed program
coordinator DR. RASHI GUPTA for fostering an
environment of learning and creativity within our
department SSBS (Sharda School of Business Studies).
To my parents, their constant encouragement, patience,
and understanding have been the pillars of my success.
I am grateful to my friends who contributed ideas and
perspectives that enriched the project. Thank you
everyone for shaping this project and enhancing my
learning experience.
 CERTIFICATE

This is to certify that Ankit Kumar student of

Bachelor of Business Administration:
Marketing Section “B” has completed their
research bases learning – I on “THE IMPACT
OF SOCIAL MEDIA MARKETING ON
CONSUMER BEHAVIOUR “project under
the guidance of DR. RATNESH CHANDRA
SHARMA
 CONTENT

• ABSTRACT
• INTRODUCTION
• LITERATURE REVIEW
• RESEARCH GAP
• OBJECTIVE
 ABSTRACT

This study investigates how social media alters consumer decision-

making processes, focusing on the extent to which online
interactions influence consumer experiences. In today’s digital
environment, customer sentiments regarding products and services
are increasingly shaped by third-party opinions shared online. These
digital conversations often affect opinions and decisions in offline
settings. Social media has profoundly impacted customers, providing
platforms beyond marketers' control to share and discuss content,
timing, and frequency. Empirical evidence highlights how social
media influences customer satisfaction, particularly during the
information-gathering and alternative evaluation phases. As
consumers progress toward purchase decisions and post-purchase
evaluations, satisfaction is amplified. Social media marketing
redefines the customer’s role, placing them at the heart of the
business and equipping marketers with innovative tools to engage
and integrate them into brands. This shift requires marketers to
deeply understand the evolving impact of social media on consumer
purchasing behaviour.
Social media marketing represents a transformative approach
compared to traditional methods, opening up unprecedented
opportunities for marketers. Over the past few decades,
understanding consumer behaviour and satisfaction has become
essential for businesses seeking competitive advantages and higher
profitability. Organisations are increasingly leveraging social media
strategies to foster direct interactions with consumers and adapt to
changing purchasing behaviours. Through social platforms, people
share experiences, reviews, advice, tips, and warnings that influence
their networks. Social media serves as an influential advertising
channel, enabling marketers to tap into the power of peer-driven
content and engagement.
 INTRODUCTION
In ancient times, humans communicated without formal language.
Today, communication has undergone a revolutionary
transformation, with social media becoming a preferred method
across all age groups. The internet, particularly social media, has
reshaped how consumers and businesses interact. Key features of the
internet include:
• The ability to store vast amounts of data cost-effectively at
distributed locations.
• Advanced search engines for organizing and disseminating
information.
• Functionality as a digital distribution medium for products like
software.
• Affordable communication costs.
With these advancements, businesses can now connect with global
customers at the click of a button. Internet technologies empower
consumers to research products, read reviews, and compare rankings
before making purchasing decisions. This convenience highlights the
growing influence of online group communication on consumer
choices. E-commerce has introduced new ways of influencing
purchasing behavior by modifying how buyers and sellers interact.
Social media platforms now facilitate the exchange of information on
products and services, serving as crucial tools for market analysis and
promotional activities.
The analysis of consumer behaviour remains central to successful
sales strategies. In an era where most consumers rely on the internet
and social media tools, these platforms have become vital for
introducing products, conducting surveys, and fostering engagement.
Social media’s role in shaping purchasing decisions has made it
indispensable for marketers aiming to enhance promotional efforts
and understand customer behaviour comprehensively.
 LITERATURE REVIEW
A literature review is a fundamental step in any research process,
serving as a comprehensive exploration of prior studies and trends
within a chosen field. It provides a foundation for understanding the
research topic, identifying gaps in existing knowledge, and guiding
future investigations. By synthesizing existing research, the literature
review helps researchers avoid duplication, refine their
methodologies, and align their work with the most relevant findings.
This study explores how social media marketing influences consumer
purchasing behavior by examining insights from international and
national literature. The review draws upon scholarly articles,
journals, and research theses to highlight key trends, concepts, and
findings in this domain.

2.1 International Review

Numerous international studies have explored the impact of social
media on consumer behavior:
• Mukhina (2014) investigated how social media influences
consumer purchasing habits in Oman. The findings indicated
that Instagram is the most preferred platform for Omani
consumers to shop online, especially for fashion products.
• Voramontri & Klieb (2018) emphasized that social media
simplifies decision-making processes for consumers, making the
experience more enjoyable compared to traditional information
sources such as television, radio, and newspapers. Social media
also enables marketers to monitor and engage with consumer
opinions in real-time.
• Putter (2017) highlighted the rising importance of user-
generated content in shaping consumer perceptions of brands.
Social media posts and shared opinions significantly influence
brand perception and buying intentions.
 • Rob Fitzgerald (2019) noted that 71% of consumers are more
likely to make a purchase based on social media referrals.
Furthermore, social media influences 47% of youth purchases
and facilitates learning about new products through digital
channels.
• Park and Jun (2003) examined demographic variables, noting
an increase in male and female online users since 2002.
Segments like "Online Insiders," who are highly active buyers,
and "Social Clickers," who use the internet for communication
and information-sharing, reflect distinct consumer behaviors.
• Constantinides (2004) classified the factors influencing online
shopping behavior into categories such as informational, design,
psychological, and cultural factors. These factors collectively
shape consumer trust, preferences, and willingness to engage
with e-commerce platforms.

2.2 National Review

In India and other national contexts, several studies have highlighted
the role of social media in shaping consumer behavior:
• Gulzar & Maqbool (2018) observed that social media
marketing benefits businesses by fostering stronger
relationships with consumers through high-quality, relevant
content. This approach enhances transparency and
accessibility, influencing consumer attitudes and purchase
intentions.
• Kirti (2019) studied the impact of social media advertisements
on purchasing behavior. Consumers rely on social media for
detailed product insights, comparisons, and recommendations,
enabling informed decision-making.
• Chitranshi Verma (2018) found that Indian consumers value
brands that engage with them directly on social media
platforms. Social media is increasingly used for customer
 support, making businesses more visible and accessible in the
digital space.
• Kumar (2004-2005) reported that search engines are integral
to pre-purchase research, with consumers regularly using the
internet to compare prices, styles, and reviews. Social media
facilitates peer-to-peer interaction, enhancing the decision-
making process.
• Manju Ahuja et al. (2003) explored the purchasing habits of
consumers on business-to-consumer platforms, emphasizing
demographic influences on buying behavior.
• Geetanjali Naidu et al. (2013) noted that 75% of Indian youth
actively use social media to share opinions and gather product
information, highlighting the platform's significance in shaping
purchase decisions.
• Nima Barhemmati et al. (2015) examined the link between
social network marketing and consumer buying behavior
among Malaysian students. The study found a strong
correlation between social media engagement and purchasing
patterns.

2.3 Conclusion of the Literature Review

The literature underscores the pivotal role of social media as a source
of consumer information and influence. Peer-generated content on
social media is widely perceived as more trustworthy than traditional
advertising. Social media marketing has transformed the way
consumers interact with brands, facilitating informed decision-
making, particularly in cases of complex purchasing behavior. With
its cost-effectiveness, accessibility, and ability to engage a broad
audience, social media continues to shape consumer preferences and
purchasing habits globally.
 RESEARCH GAP
Although much has been written about social media marketing
(SMM) and its impact on consumer behaviour, significant gaps still
remain. A key issue is that most studies focus on individual platforms,
such as Instagram or Facebook, without exploring how different
platforms compare in influencing consumer behaviour. This omission
makes it unclear whether strategies successful on one platform can be
replicated effectively across others. Each platform has unique user
engagement patterns and algorithms, which may yield varying
outcomes. Additionally, while short-term impacts of SMM—such as
likes, shares, and immediate purchases—are well-documented, there
is limited research on its long-term effects on customer loyalty, trust,
and brand commitment, which are critical for sustainable consumer
relationships.
Another area that requires attention is the role of data privacy and
ethics in shaping consumer trust. With rising concerns about
personal data and transparency, there has been little research into
how these issues influence consumer perceptions and decisions.
While influencer marketing has gained prominence, there is limited
exploration of how content from influencers differs from brand-
generated material in terms of consumer engagement and trust.
Furthermore, the impact of various types of influencers—such as
micro, macro, celebrity, or everyday users—on consumer attitudes
and purchase behaviour remains underexplored.
Cultural and demographic diversity in consumer responses to SMM
campaigns is another under-researched area. Existing studies rarely
address how variables such as geography, age, or socioeconomic
background affect the effectiveness of social media strategies. This
gap is especially significant for brands looking to engage diverse,
global audiences. Similarly, there is insufficient understanding of the
psychological drivers behind consumer responses to SMM, such as
emotional engagement, social validation, and identity alignment.
These factors play a pivotal role in shaping how consumers connect
with and respond to marketing content.
Moreover, the influence of sustainability and corporate social
responsibility (CSR) on SMM strategies is not well-studied. With
growing consumer interest in ethical and environmentally friendly
brands, it is important to investigate how CSR-focused social media
campaigns impact consumer decision-making. Additionally, as
algorithms increasingly dictate what users see on social media, their
influence on consumer preferences and brand discovery is another
area requiring in-depth research.
 OBJECTIVES OF THE STUDY
➢ To evaluate how consumer perceptions evolve based on content
and engagement across social
➢ To analyze the influence of social media marketing on the
consumer decision-making process.
media platforms.
➢ To explore strategies businesses can utilize to enhance customer
engagement and boost brand value.
➢ To assess the positive effects of social media advertising on
promoting products and services.
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