The Power of Social Media: Exploring its Role in Consumer Purchase Decisions

Abstract

In the digital age, the influence of social media on consumer purchase decisions is continuously growing. This study utilizes a literature review, case studies, data mining, and content analysis methods to explore how social media marketing strategies shape consumer decision-making. The study finds that social media marketing can significantly enhance consumer purchase intention, emphasizing the need for brands to develop effective social media strategies to attract and retain consumers. This conclusion is of great significance to both academia and practice, providing data-supported marketing insights for brands.