Impact of Social Media Marketing on Consumer Buying Decision
Student: GRACE Abidemi ADEDOKUN (Project, 2025)
Department of Business Administration and Management
Lens Polytechnic, offa, Kwara State.
Abstract
ABSTRACT
This study the impact of social media marketing on consumer buying decision case study of nigeria bottling company Nigeria. This paper explores the mechanism of social media's influence on consumer purchase decisions. Firstly, it introduces the definition, classification and main functions of social media, and thoroughly analyses the role of social media at each stage of the consumer purchase decision process, including problem identification, information search, alternative evaluation, purchase decision and post-purchase behaviour. Challenges and future research directions of social media marketing such as artificial intelligence, virtual reality,
cross-platform integration and social responsibility are further discussed. The study shows that social media significantly shapes consumer purchase behaviour and brand attitudes through content distribution, social authentication and user interaction. Taken together, social media not only offers new possibilities for brand marketing, but also requires brands to innovate in terms of information dissemination and user engagement in order to cope with the competitive market environment.
Keywords
For the full publication, please contact the author directly at: pemisireayomio@gmail.com
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Institutions
- University of Ilorin, Kwara State 398
- University of Jos, Jos, Plateau State 19
- University of Lagos 18
- University of Maiduguri ( - Elearning), Maiduguri, Borno State 3
- University of Maiduguri, Borno State 109
- University of Nigeria, Nsukka, Enugu State 269
- University of Port Harcourt Teaching Hospital, Port Harcourt , River State 5
- University of Port-Harcourt, Rivers State 174
- University of Uyo, Akwa Ibom State 206
- Usmanu Danfodio University, Sokoto, Sokoto State 245