Influencing Consumer Purchases: The Role of Social Media Marketing and TPB

Recently, social media platforms have transformed from mere entertnment and communication hubs to powerful marketing tools. These platforms boast a sophisticated advertising system that allows businesses to utilize user data for targeted marketing strategies. Social Networking sites like Facebook, Instagram, Twitter, and YouTube are now recognized as ideal platforms facilitating direct interactions between businesses and consumers.

This paper explore how social media marketing impacts consumer purchasing behavior specifically focusing on purchase intention. The study gathers primary data from 122 social media users through a simple random sampling technique using an online questionnre. It includes closed-ed questions regarding buying behaviors related to trust, review selection, ideas for purchases, attitudes towards brands, and their intentions to make a purchase.

Applying the Theory of Planned Behavior TPB developed by Fishbein Ajzen in 1975, this study seeks to understand consumer behavior intention. The TPB model is widely acknowledged as a robust theoretical framework explning decision-making processes under conditions where individuals consider future actions and their likely outcomes.

Through statistical analysis using SPSS software including frequencies, mean values, correlation, and regression, the paper identify key determinants that influence purchase intentions in social media contexts.

Keywords: Social Media Marketing SMM, Social Networking Sites SNS, Advertising Sales, Theory of Planned Behavior TPB, Consumer Attitudes, Persuasion,

The study underscores how SMM strategies are pivotal in influencing consumer purchasing decisions. These techniques are designed to impact attitudes towards brands and induce a positive disposition that translates into intention-to-purchase behaviors.

To conduct this research effectively:

1. Data Collection: Gather data from social media users through questionnres covering topics related to online buying behavior.

2. Theoretical Framework Application: Utilize the TPB theory to predict consumer intentions based on attitudes, subjective norms, and perceived behavioral control.

3. Analysis Interpretation: Use SPSS for statistical analysis of collected data, focusing on identifying correlations between social media engagement metrics and purchase intention.

This study's outcome promises valuable insights into the efficacy of SMM tactics in shaping consumer decision-making processes online.

## Influence of Social Media Marketing on Consumer Purchase Intention

Abstract:

The advent of digital age has revolutionized marketing strategies, with social media platforms emerging as pivotal tools for reaching out to potential customers. This paper investigates how social media marketing techniques impact the purchasing behavior and intentions of consumers through a comprehensive study analyzing data collected from 122 participants using the Theory of Planned Behavior TPB framework.

The TPB model provides an in-depth understanding of consumer decision-making processes by examining attitudes, subjective norms, and perceived behavioral control. By correlating these elements with social media engagement metrics, this study identify influential factors that shape purchase intentions on social platforms.

Statistical analysis using SPSS software will enable the researchers to uncover correlations between various online behaviors and the likelihood of making a purchase decision through social media channels.

This research contributes valuable insights into leveraging digital marketing strategies for businesses ming to enhance their online presence and effectively influence consumer purchasing behavior in today's digital landscape.

Key Findings:

1. Influence of Social Media Engagement: The study will reveal how different levels of engagement on social media platforms likes, shares, comments correlate with higher purchase intentions.

2. Role of Attitudes: Understanding the role of positive attitudes towards brands or products in fostering intentions to buy through social media channels.

3. Subjective Norms and Influence: Analyzing the impact of peer opinions and societal expectations on consumer decisions made via social platforms.

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This paper highlight the significant role played by social media marketing techniques in influencing consumer purchase behavior and intention. By applying the TPB framework, we hope to provide businesses with actionable insights into optimizing their digital marketing strategies for increased effectiveness.

The findings are anticipated to contribute valuable knowledge on leveraging social media as a potent tool for modern marketing practices, guiding companies towards more informed decision-making processes when targeting potential customers online.
This article is reproduced from: https://www.researchgate.net/publication/358730635_THE_IMPACT_OF_SOCIAL_MEDIA_MARKETING_ON_CONSUMER_PURCHASE_INTENTION

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