Digital Marketing and Consumer Buying Behaviour: The Role of Social Media in Decision-making

Abstract

The present study aimed to explore and assess the impact of digital marketing on consumer
buying behaviour, with a particular emphasis on social media platforms. In the contemporary
digital era, consumers are increasingly exposed to online advertisements, influencer
recommendations, brand content, and user-generated reviews, all of which have the potential
to shape their purchasing decisions. The research highlights the significance of digital
marketing as a strategic tool for marketers to influence, engage, and retain consumers
effectively.
The study employed a descriptive research design and utilized both primary and secondary
data. Primary data was collected through structured questionnaires administered to 250
respondents actively using social media platforms, including Facebook, Instagram, YouTube,
Twitter, and TikTok. Secondary data was obtained from academic journals, research papers,
industry reports, and books to provide theoretical context and support the analysis. The
collected data was analysed using descriptive statistics (frequency, percentage, mean), as well
as inferential statistical techniques including correlation, chi-square, and regression analysis to
determine the relationships and effects of digital marketing on consumer behaviour.
Findings revealed that social media engagement, influencer recommendations, online reviews,
and promotional content significantly influence consumer purchasing decisions. Among the
platforms, YouTube and Facebook emerged as the most influential, while Instagram also
played a prominent role. Correlation analysis indicated strong positive relationships between
social media engagement and purchase intention (r = 0.72), as well as influencer
recommendations and brand preference (r = 0.65). Chi-square tests highlighted that
demographic factors, particularly age and education, significantly affect consumer
responsiveness to digital marketing strategies. Regression analysis further demonstrated that
social media engagement has the strongest impact on purchase behaviour, followed by
influencer recommendations, online reviews, and advertisements. The study concludes that
digital marketing is a powerful determinant of consumer buying behaviour in the modern era.
It emphasizes the importance for marketers to create interactive, personalized, and consumercentric campaigns to enhance brand loyalty and purchase intention. The findings offer valuable
insights for businesses, marketing professionals, and researchers seeking to understand
consumer behaviour in the evolving digital marketplace.