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
impact social media marketing consumer buying decision
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