A Comprehensive Study to Understand the Impact of Social Media Marketing on Consumer Buying Behavior in Major Cities of Madhya Pradesh

Abstract

This study aims to explore the impact of social media marketing on consumer buying behavior in major cities of Madhya Pradesh, focusing on the role of influencer marketing and user-generated content. As social media continues to reshape the marketing landscape, it has become crucial to understand how these strategies influence consumer decisions. Using a sample of 200 respondents from major cities in Madhya Pradesh, the research investigates whether influencer marketing and user-generated content significantly affect purchase decisions. The study employs an analytical approach, including ANOVA, to assess the relationship between consumer behavior and social media marketing practices. The findings reveal a statistically significant impact of influencer marketing and user-generated content on consumer purchasing choices, rejecting the null hypothesis and supporting the alternative hypothesis. Based on these results, the paper recommends that businesses integrate influencer partnerships and encourage user-generated content to enhance consumer engagement and drive purchase behavior. The study highlights the importance of social media as a strategic tool for marketers and suggests avenues for future research, particularly in the context of evolving social media trends and their influence on consumer behavior.