Author(s) :   Kiran

Abstract : This study investigates the impact of social media advertising on consumer purchase intentions in the contemporary digital era. Through a comprehensive review of existing literature and empirical research, the study aims to provide insights into the mechanisms through which social media advertising influences consumer behavior. The research methodology incorporates a convenient sampling approach to select respondents from eight randomly chosen districts in Haryana, India, with a quota of 40 participants set for each district. Data is collected through structured questionnaires assessing variables such as exposure to social media advertising, purchase intentions, and demographic information. Regression analysis is utilized to assess the influence of social media advertising on purchase intentions, with Avoidance, Appeal, Involvement, and Association serving as independent variables. The findings reveal a significant relationship between social media advertising and purchase intentions, with Involvement emerging as the strongest predictor. The study contributes to our understanding of the complex interplay between social media platforms, advertising content, and consumer behavior, offering implications for businesses and researchers alike.

Keywords:Social media advertising, consumer purchase intentions etc.

DOI : https://doi.org/10.61161/ijarcsms.v6i12.1

Pages : 70-73

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