The Impact of Social Media Analytics on Consumer Purchase Decisions

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Published: Feb 1, 2024
DOI: https://doi.org/10.29070/5s3b7r30
Keywords:
Social Media Analytics, Consumer Behavior, Purchase Decisions, Marketing Strategy, Data-Driven Insights, Consumer Engagement

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Authors

Mohini Jain

M.B.A, Jiwaji University , Gwalior, M. P.

Mrs. Neeru Suri

M.B.A, Jiwaji University, Gwalior, M.P.

Abstract

Millions upon millions of individuals use social media every day on platforms like LinkedIn, Facebook, Instagram, and Twitter, making it an integral part of modern consumer behavior. Organizations may influence marketing tactics and consumer behaviors through the use of social media analytics (SMA), which enables the collection, analysis, and interpretation of large amounts of customer data. Without limiting itself to a specific sector, this research looks at how social media analytics affect consumers' overall purchase decisions. The study looked at how social media analytics affected customers' knowledge, preferences, involvement, and choices using a mix of survey methods, secondary data analysis, and statistical modeling. Focused social media marketing, personalized recommendations, online reviews, and predictive analytics significantly impact customers' purchase decisions, according to the research. In addition to highlighting SMA's revolutionary potential in shaping consumer behavior, the report offers suggestions for enhancing social media strategies to boost engagement and revenue.

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Article Details

Issue

Vol. 19 No. 1 (2024): International Journal of Information Technology and Management (IJITM)

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