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Abstract
Through consumer perceptions, experiences, and motivations, this study aims to investigate how social media marketing affects consumer purchasing behavior. Unlike other studies, which used quantitative research, this study employed a qualitative research design to enhance the comprehension of consumer behavior. The study employed a semi-structured interview technique to collect data from 13 social media users with experience in purchasing products advertised via social media. The research used thematic analysis to identify the following themes: visual content attractiveness, social proof, trust and credibility, emotional engagement, and promotional influence. The study discovered that the appeal of visual content significantly impacts consumer behavior, whereas social proof is essential for fostering consumer trust in a specific product. The study also found that trust and authenticity are important factors that affect how people act as consumers. Emotional engagement, on the other hand, builds a strong connection between the consumer and the brand. The study also discovered that promotional influence significantly affects consumer behavior, though to a lesser extent than other factors. The study provides a more in-depth look at how social media marketing affects how people act, which is important for businesses to know when making marketing plans.
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