ARCHIVES
VOL. 12, ISSUE 1 (2026)
The impact of social media marketing on consumer buying behavior in the commerce sector
Authors
T Vijaya, Dr. K Maruthadurai
Abstract
Social media marketing has become an integral
tool in the commerce sector, influencing consumer preferences, engagement, and
purchasing decisions. This study examines the impact of social media marketing
on consumer buying behavior, highlighting key strategies used by businesses to
attract and retain customers. The research draws upon existing literature and
empirical data to assess consumer perceptions, the effectiveness of various
social media marketing techniques, and the role of influencer marketing.
Findings indicate that targeted advertising, interactive content, and
user-generated reviews significantly impact consumer decisions. The study
concludes with recommendations for businesses to optimize their social media
marketing efforts.
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Pages:229-232
How to cite this article:
T Vijaya, Dr. K Maruthadurai "The impact of social media marketing on consumer buying behavior in the commerce sector". International Journal of Commerce and Management Research, Vol 12, Issue 1, 2026, Pages 229-232
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