THE INFLUENCE OF SOCIAL MEDIA ADS ON BUYERS’ PURCHASE INTENTION

Abstract

Purpose – The influence of social media ads on buyers' purchase intention is a subject of significant interest in the field of marketing and consumer behavior. Social media ads contribute to shaping consumers' perceptions of a brand or product. This article is designed to take a look at the outcomes of Influence of Social Media Ads on buyers purchase intention in Trichy district, Tamil Nadu.

Design/Methodology/Approach – Disproportional sampling is a probability sampling technique used to address the difficulty researchers’ encounter with stratified samples of unequal sizes. The proposed paper was descriptive in nature.     Descriptive study describes the agreement level of influence of Social media ads on buyers purchase intention and collecting data from consumers of these biases via self-administered questionnaires to analyze the data with scientific method and sample size was 123 data for analysis. This article used analysis of the demographic factors, SEM-model, ANOVA-test and descriptive statistics to examine the data in SPSS.26.

Findings - The research understand the level of influence of social media ads on buyers' purchase intention.

Research Implications –These study implications can contribute to a deeper understanding of the complex dynamics between social media ads and buyers' purchase intention, providing actionable insights for marketers and advertisers. As the digital landscape evolves, ongoing research in these areas can help businesses stay ahead of trends and effectively leverage social media for marketing purposes.

Originality/value - The results showed that influence of social media ads on buyers' purchase intention greatly Influence of Social Media Ads on Buyers Purchase Intention. As a result, the social media marketing business is prepared to equip their entire organization to focus, engage, understand, and respond directly through conversation and, by extension, in the design of goods and services in a way that no longer only pleases buyers but also motivates them to share their satisfaction with others. Social media marketing is the use of social media channels to promote a company and its products and is a subset of traditional Web-based promotion strategies