"Influence of Social Media Marketing on Consumer Behavior: An Extensive Review of Literature"

Abstract

Organizations must use the most up-to-date marketing tools to position their products and services in the top-of-mind recall category and increase their productivity in this competitive era. Numerous marketers use "digital networks" to cultivate consumer engagement and brand loyalty, as social media facilitates two-way connections between organizations and their customers. Social Media Marketing (SMM) is a channel for connecting with and reaching the target market. This paper explores the meaning, significance, and role of social media marketing on consumer purchasing behavior with comprehensive literature reviews and the purchase funnel concept.