SOCIAL MEDIA AS DIGITAL MARKETING TOOL AND ITS IMPACT ON BUYING INTENTION

Abstract

Given the increasing popularity of social media and its unstoppable growth, it seems likely that social media will largely supplant other aspects of marketing. Social media endeavors to establish a connection between organizations and consumers by promoting continuous contact, cultivating a feeling of confidence, and promptly involving the relevant audience. This study aims to gain a deeper understanding of the impact of social media on businesses. The dissemination of knowledge and information through online platforms among diverse communities is a prominent advantage of utilizing social media. This digital platform for sharing information also facilitates the enhancement of interpersonal communication abilities, especially for individuals who are enrolled in educational institutions. The advent of online tools and technology has not only significantly enhanced communication, but it has also fundamentally transformed the nature of communication itself, as well as our approach to discussing and conceptualizing it. Social media possess the ability to radically transform the character of our social life, both on an individual and collective level. In the last decade, social media has experienced a significant and profound metamorphosis. Businesses are utilizing social media as a means of promoting their products or services. Social media is the most efficient and cost-effective means of communication for any sector, particularly in businesses that undergo frequent changes. A convenience sample consisting of 140 respondents was obtained and the data was then evaluated. The study's findings unequivocally demonstrate that social media marketing significantly influences customers' purchasing behavior.