📄 Abstract
Social media, an essential part of social connection, is becoming an inevitable global communication tool. The popularity and availability of mobile phones have further fueled the importance of social media. Social media marketing activities carried out by enterprises helps to attract more comprehensive customers and influence customers' purchase behavior. However, with the increasing investment of significant brands in marketing activities on social media platforms, marketing on social media is becoming increasingly competitive in building consumers' awareness about a particular product, customers' purchase behavior, and purchase decisions. Through a literature review, this paper studies how consumer behavior changes due to social media. This paper explores how social media can ultimately market consumer behavior by influencing consumer psychology, attitude, and internal motivation for consumption through a literature review. Hopefully, this paper also can provide some ideas for enterprises to better their strategy formulation, optimize marketing plans, and improve brand benefits and corporate earnings in the increasingly fierce social media marketing competition. Keywords: Social media, marketing, customer behavior
📚 How to Cite:
Mr. S. Muruganantham, Pooja.K , Shrinika.E. G , Oviya.M , THE INFLUENCE OF SOCIAL MEDIA MARKETING ON CUSTOMER BEHAVIOUR , Volume 11 , Issue 7, july 2025, EPRA International Journal of Multidisciplinary Research (IJMR) ,