Consumer Attitude Towards Social Media Advertising And Its Impact On Buying Behaviour

The fast advancement of digital technology has brought a lot of change to the marketing practice as social media has become one of the major advertising platforms. This paper presents a quantitative analysis of the consumer attitude regarding social media advertising and the effects of advertising on purchasing behaviour. The academic analytical results are based on assessing consumer exposure to social media advertisements, their attitudes to social media advertising, the degree of impact on purchase decisions, and the degree to which the advertisement elicits actual buying behaviour using a sample size of 120 observations. The results suggest that most of the consumers are often exposed to the social media adverts and have a positive attitude towards the adverts. Also, social media advertisement shows a significant impact on the choice of purchases and real purchase behaviour. The research is conclusive that the consumer attitude towards social media advertising is a major influence on the purchase intention and buying behaviour and consequently, the social media is an effective strategic marketing instrument in the current digital market.