The Impact of Social Media Marketing on Consumers’ Purchasing Intention.

Abstract

Social media marketing plays a crucial role in today’s digital era and significantly impacts consumers’ purchasing intention. The rise of social media has transformed the way consumers interact with brands. Through means such as advertisements on social platforms, brand image shaping, and user-generated content, social media marketing effectively disseminates brand information, enhances brand awareness and favorability, thus exerting a positive influence on consumers’ purchasing intention. This article aims to explore the impact of social media marketing on consumers’ purchasing intention and analyze the underlying mechanisms. By providing an overview of social media’s definition, characteristics, marketing strategies, and tools, this study offers background and theoretical foundation for subsequent research.