Impact of Social Media Advertising on Consumer Decision Making

This study investigates the impact of social media advertising on consumer purchase
decisions, particularly in the context of Chennai. Social networking advertising has emerged as a
powerful tool for influencing consumer behavior, altering the way companies interact with their
customers Social networking advertising has emerged as a powerful tool for influencing consumer
behavior, altering the way companies interact with their customers This study examines how aspects
like customization, performance anticipation, hedonic incentive, habit building, perceived relevance,
and informativeness influence customer attitudes and purchase intentions. The study used a mixed
method approach, using both primary and secondary data. A structured questionnaire was sent to
200 participants, yielding 150 valid answers that were evaluated via statistical methods including
exploratory component analysis, structural equation modeling (SEM), ANOVA, Chi-square testing,
and regression analysis. The research indicates that engagement with social media and customer
perceptions substantially moderate the connection between advertising exposure and purchase
intention. Companies must develop consumer-centric social media strategies that prioritize
interaction, customization, and credibility to optimize the effectiveness of their advertising. The
research also delineates significant problems, such as recollection bias, demographic limitations, and
the evolving characteristics of social media algorithms. Future research may expand this analysis to
several geographic regions or examine the lasting effects of social media marketing on brand loyalty
and consumer trust. This study elucidates the changing digital environment, enhancing the
comprehension of consumer psychology in the digital era and providing significant insights for firms
seeking to refine their social media advertising strategy.
Keywords: Social Media,SEM. Consumer, and Behaviour