The Impact of Marketing Strategies on Consumer Purchasing Behavior
DOI:
https://doi.org/10.54097/n26pqj21Keywords:
Social Media Marketing; Marketing Effectiveness; Consumer Behavior; Influencing Factors; Purchase Decision.Abstract
Current research deals with how various social media marketing and promotional strategies influence the purchasing behavior of contemporary consumers. Through a critical literature review and empirical investigation, this paper examines the impact of various social media platforms and promotions on consumer purchasing behavior. Through quantitative analysis of data collected from consumer surveys, as well as case studies of some successful social media marketing campaigns. It found that greater social media engagement increases brand awareness, consumer trust, and purchase intentions. This will lead to the fact that the combination of proper marketing timing and effective marketing strategies can create synergies that will lead to more consumers becoming purchasers of the product. The results show that personal content, personal creation, and interactive promotion of SNS can lead to higher levels of customer engagement and purchase intention than traditional marketing campaigns. In this study, considering the effectiveness of digital marketing strategies, several important factors were identified, namely content authenticity, promotion timing, and target groups. The findings of this paper provide some insightful recommendations for businesses to develop an overall digital marketing strategy, as well as solid data for businesses or individuals who want to leverage social media and promotions to increase consumer engagement and drive digital marketplaces.
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