Influencing Factors Of Social Media Advertising On Consumer Shopping Behaviour Towards Consumer Durable Goods – Multiple Regression Analysis

Abstract

This research paper probes into the profound impact of social media advertising on consumer behavior regarding consumer durable goods. With the exponential growth of social media platforms, their role in disseminating information and shaping consumer preferences has become undeniable. Through a thorough review of literature encompassing various studies, this paper highlights the multifaceted influence of social media advertising on consumer attitudes, purchase decisions, and brand perceptions. The study employs multiple regression analysis to identify the significant predictors of consumer behavior influenced by social media advertising. Factors such as traditional mass media, digital marketing strategies, rich media, and social media advertisement emerge as key determinants, showcasing their substantial impact on consumer preferences and purchase intentions. Furthermore, the research addresses crucial gaps in understanding the cross-cultural effects of social media advertising, the role of entertainment content, and the integration of social media with traditional marketing channels. It underscores the importance of creative engagement strategies, personalized advertising, and targeted approaches to effectively engage consumers across diverse demographics. Overall, this paper provides valuable insights for academia and industry stakeholders, offering actionable recommendations to optimize social media advertising strategies for consumer durable goods. By comprehensively examining the complex dynamics between social media advertising and consumer behavior, this research contributes to a deeper understanding of modern marketing practices in the digital age.