Study of the effect of social media on buying behavior of customers with respect to online branding and brand perception

Abstract

The social media has emerged as a dynamic tool that has influenced the consumer perceptions, the decision-making processes and the relational bridge with the brand in the digital marketplace. This paper is aimed at examining how social media marketing creates an effect on customers to buy a certain item with specific reference to the mediation effects of online brand perception and brand trust within the context of the moderating influence of the demographic and engagement variables. The study uses the most recent literature and empirical sources to present a conceptual framework based on the connection of social media content strategies engagement by the digital influencer and user-generated content with purchase intentions and loyalty. The study fills in major gaps in literature since it introduces both moderating and mediating variables in the analysis, which provides an elaborate conceptualization of the connection between social media branding and consumer behavior. Exploration is likely to present practical findings that can be utilized to guide business enterprises improve on the process of digital marketing, brand image, and consumer credibility. The proposed study will add to this expanding body of knowledge on digital marketing by coming up with an integrated framework that will be applicable to any other market circumstance, which will be implication in both academics and management practices.