Comparative Impact of Social Media Platforms on Buying Decisions

Pramod Rana; Prof. (Dr) Punit Goel

doi:10.63345/ijrmp.v12.i12.5

Comparative Impact of Social Media Platforms on Buying Decisions

Research articleOpen accessVol. 12, Issue 12, November 2023

Pramod RanaResearch Scholar, Maharaja Agrasen Himalayan Garhwal University, Uttarakhand, India
Prof. (Dr) Punit GoelResearch Supervisor, Maharaja Agrasen Himalayan Garhwal University, Uttarakhand, India, https://orcid.org/0000-0002-3757-3123

Published: 30 November 2023
DOI: https://doi.org/10.63345/ijrmp.v12.i12.5
Licence: CC BY 4.0

Download PDF How to cite Download citation (RIS)BibTeX

Abstract

Social media platforms have transformed how consumers make purchasing decisions, influencing their preferences and behaviors through targeted advertisements, reviews, and recommendations. This study investigates the comparative impact of various social media platforms, such as Facebook, Instagram, Twitter, and TikTok, on consumer buying behavior. By exploring both the qualitative and quantitative aspects of social media’s influence, this paper aims to understand how different platforms contribute to decision-making processes, particularly in the context of e-commerce. The study also examines the role of user-generated content, influencer marketing, and social proof in shaping consumer choices. Data was collected through surveys and social media analytics to compare the effectiveness of these platforms in driving purchase decisions. The findings reveal distinct differences in how platforms engage users and impact their buying behavior, offering valuable insights for marketers and businesses looking to optimize their social media strategies.

Keywords: Social Media, Consumer Behavior, Buying Decisions, Influencer Marketing, User-Generated Content, E-Commerce, Social Proof

e-certificate link:

References

Freberg, K., Graham, K. A., McGaughey, K. E., & Freberg, L. A. (2020). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 46(1), 1-12. https://doi.org/10.1016/j.pubrev.2019.101812
Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management (15th ed.). Pearson Education.
McKinsey & Company. (2020). The influence of social media on consumer behavior. Retrieved from https://www.mckinsey.com
(2021). Global consumer insights: Social media and purchasing decisions. Retrieved from https://www.nielsen.com
Smith, A. N., Fischer, E., & Yongjian, C. (2022). How does brand communication influence consumer purchase behavior on social media? Journal of Advertising, 51(2), 225-238. https://doi.org/10.1080/00913367.2022.2041234
(2022). Social media advertising: Global statistics and trends. Retrieved from https://www.statista.com
Dholakia, U. M., & Zhao, M. (2020). The power of social media marketing and its effect on purchase decisions: Evidence from Twitter. Journal of Interactive Marketing, 54, 28-41. https://doi.org/10.1016/j.intmar.2020.01.004
McCormick, H., & O’Keeffe, B. (2021). The role of social media influencers in consumer purchase decision making. Journal of Marketing Research, 58(6), 1049-1067. https://doi.org/10.1177/00222437211002132
Belanche, D., Casaló, L. V., & Flavián, C. (2020). Consumer response to social media marketing: A meta-analysis of studies on influencer marketing. Journal of Business Research, 113, 252-264. https://doi.org/10.1016/j.jbusres.2019.08.010
Brown, D., & Fiorella, S. (2021). Influence: The psychology of persuasion in digital marketing. Wiley.

How to cite

Pramod Rana, Prof. (Dr) Punit Goel (2023). Comparative Impact of Social Media Platforms on Buying Decisions. International Journal for Research in Management & Pharmacy, 12(12), 35-43. https://doi.org/10.63345/ijrmp.v12.i12.5

Licence

This article is open access, published under the CC BY 4.0 licence. Copyright remains with the authors.