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VOL. 11, ISSUE 2 (2025)
The evolving role of social media marketing in shaping consumer behaviour: A conceptual framework
Authors
Dr. S R Rameshkkumar, Dr. Sanjay Kumar Yadav, Dr. Suneel Gupta
Abstract
Social media marketing has rapidly evolved into a dominant force in the
digital marketing landscape, offering unparalleled opportunities for businesses
to engage with consumers. This paper presents a conceptual framework that
explores the factors influencing the effectiveness of social media marketing in
shaping consumer behavior. By integrating insights from existing literature,
the framework identifies key components such as content quality, consumer
engagement, and social proof that mediate the relationship between social media
marketing efforts and consumer decision-making. The implications for marketers
are discussed, along with suggestions for future research avenues.
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Pages:24-27
How to cite this article:
Dr. S R Rameshkkumar, Dr. Sanjay Kumar Yadav, Dr. Suneel Gupta "The evolving role of social media marketing in shaping consumer behaviour: A conceptual framework". International Journal of Commerce and Management Research, Vol 11, Issue 2, 2025, Pages 24-27
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