INFLUENCE OF DIGITAL MARKETING ON CONSUMER PURCHASING DECISIONS: A STUDY OF SOCIAL MEDIA ADVERTISEMENTS

Abstract

In an era dominated by the digital landscape, understanding the impact of digital marketing, particularly through social media advertisements, on consumer purchasing decisions is paramount for businesses and marketers. This study aims to delve into the multifaceted aspects of this influence and its significance in the contemporary consumer landscape.This research employs the use ofcontent analysis of social media advertisements, social media was utilized to obtain qualitative insights.The study revealed that social media advertisements significantly impact consumer purchasing decisions through several key mechanisms. Targeted advertising, customer engagement, content marketing, influencer collaboration, social proof, and convenience were identified as influential factors. Furthermore, the research highlighted the importance of feedback and reviews in shaping consumer perceptions.Digital marketing, especially through social media advertisements, plays a pivotal role in shaping consumer purchasing decisions. The ability to tailor messages to specific audiences, foster engagement, and utilize social networks for validation provides a substantial advantage for businesses. Consumer reviews and social proof also carry significant weight in the decision-making process. In conclusion, the influence of digital marketing on consumer purchasing decisions cannot be underestimated in the contemporary marketplace.Based on the findings, businesses and marketers are encouraged to invest in digital marketing strategies that prioritize personalized, engaging content and influencer collaborations. Additionally, managing online reputation through encouraging positive reviews and addressing negative feedback is crucial. Ongoing research and adaptation of digital marketing approaches to changing consumer preferences and technologies are recommended for long-term success in the digital age.