THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING ON PURCHASING DECISIONS

Daliborka Blazheska, Angela Milenkovska Klimoska and Viktorija Trajkov
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Daliborka Blazheska: University of Skopje
Angela Milenkovska Klimoska: University of Skopje
Viktorija Trajkov: University of Skopje

UTMS Journal of Economics, 2024, vol. 15, issue 1, 27-38

Abstract: This study investigates the influence of social media on consumer behavior and purchasing decisions. A survey was conducted among students at the University of Skopje as respondents, to gather insights into their social media usage, content preferences, and perceptions of brand engagement on these platforms. The findings reveal that social networking sites like Instagram and Facebook are extensively utilized, with the majority of respondents spending significant time on these platforms daily. Moreover, a considerable percentage of respondents reported making purchase decisions based on posts or advertisements encountered on social media, indicating its impact on consumer purchasing behavior. The perception of brands engaging with users on social media was predominantly positive among respondents. Videos emerged as the most engaging content type, followed by images, highlighting the importance of visual content in driving consumer engagement. These findings underscore the significance of social media as a marketing tool and its potential to influence consumer behavior. Marketers should leverage these platforms effectively to connect with consumers, deliver targeted messages, and drive purchasing decisions.

Keywords: Facebook; Instagram; brand communication; online purchasing (search for similar items in EconPapers)
JEL-codes: L20 M10 M21 (search for similar items in EconPapers)
Date: 2024
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