Influence of Social Media Advertising on Consumer Buying Behaviour: A Study of Instagram and Facebook Users in Kerala

Social media advertising has become a central tool in influencing consumer purchase behaviour, particularly on visually driven platforms. Focusing on Instagram and Facebook, the research analyses consumer exposure, engagement, and perceptions of social media advertisements using a mixed-methods approach. Quantitative results indicate a statistically significant relationship between advertisement engagement and purchase decisions, supported by a strong positive correlation (r = 0.90), showing that higher interaction levels substantially increase purchase likelihood. Instagram emerges as the more visually engaging and influential platform, driven by video-based content, emotional appeal, and influencer marketing, while Facebook is perceived as more informative and supportive of rational decision-making. Qualitative insights emphasize the role of creativity, authenticity, emotional storytelling, and social proof in building trust and enhancing brand recall, while also highlighting concerns related to advertisement overload and ad fatigue. Overall, the findings confirm the effectiveness of well-designed social media advertisements in shaping consumer perceptions and driving purchase decisions.