IMPACT OF SOCIAL MEDIA MARKETING ON ROUTINE BUYING CONSUMER BEHAVIOUR

Abstract

This paper explores how social media marketing has interfered with routine consumer buying behavior in terms of products, purchase occasions as well as promotion schemes. Having employed a descriptive and causal-comparative design, the information was gathered through the structured questionnaire form, consisting of 426 online shoppers. Various analytical procedures such as exploratory factor analysis, Pearson correlation, multiple regression, and ANOVA were employed as study procedures and all the processes were run through IBM SPSS Statistics Version 26. The findings show that the graphic stimulating content and marketing plans play a great role in determining the level and nature of purchases. The strongest predictor of purchase frequency was content engagement (0.38, p < .01), whereas the pattern of usage on the platforms pointed at Instagram and YouTube as the most important channels of marketing. Respondents aged between 18 and 24 were more receptive to festival-based promotions, which was authenticated by ANOVA. The structural validity of the marketing dimensions was proved by factorial analysis. These data indicate that customized, topical, and visually engaging social media marketing would work to influence the everyday consumer purchase behaviour. The analysis has offered more empirical and strategic findings to the marketing efforts of marketers who would be interested in influencing the habitual buying behaviour through online means.