Influence of Social Media Advertising on Consumer Behaviour

Abstract

The old methods of marketing and advertising goods and services are changing in the modern world as a result of social media. The use of social media has significantly increased during the last several years. The old forms of media including radio, magazines, television, and newspapers are being replaced by social media, which enables users to search for and compare any content. To enhance the capital of the current market scenario by adding more effective features in social media advertising, effective online advertisement tactics are therefore required. This dissertation examines theoretical advancements made in previous work on client purchasing decisions and social media marketing, as well as the creation of a new conceptual model. Due to social media, traditional strategies for promoting goods and services are changing in the contemporary era. Over the past few years, social media usage has considerably increased. Social media, which enables users to search for and compare any material, is replacing the traditional media, such as radio, magazines, television, and newspapers. Effective online advertising strategies are thus needed to improve the capital of the present market situation by introducing more effective features in social media advertising.This dissertation investigates new conceptual models as well as theoretical developments made in earlier research on consumer purchasing decisions and social media marketing.