• Tejaswini Jadhav
• Suyash Warghade
• Vaishnavi Patil
• Vaishnavi Gavhane
• Yashraj Dhamdhere, H. R. Kulkarni, Ramchandra Bartakke

Social media marketing has emerged as one of the most influential digital strategies for businesses globally. With billions of active users on platforms such as Facebook, Instagram, YouTube, and Twitter, brands gain unprecedented access to consumers and can influence their decision-making in real time. This study investigates the impact of social media marketing on consumer behavior, brand engagement, and purchase decisions. Using a mixed-method approach—including surveys, descriptive analysis, and literature review—the study evaluates how social media tools affect brand visibility, customer trust, communication patterns, and online shopping behavior. The results indicate that social media significantly shapes consumer perceptions, provides valuable insights for businesses, and enhances brand loyalty. The majority of respondents rely on social media for product information, reviews, and peer recommendations. However, challenges such as misinformation, privacy concerns, and varying content quality still impact user trust. Overall, the findings confirm that social media marketing is a dominant force influencing modern consumer journeys, and businesses that strategically adopt social tools experience stronger engagement, improved sales, and increased competitiveness.

The Impact On The Social Media Marketing

"The Impact On The Social Media Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 1, page no.47-54, January-2026, Available :http://www.jetir.org/papers/JETIRHG06005.pdf

"The Impact On The Social Media Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 1, page no. pp47-54, January-2026, Available at : http://www.jetir.org/papers/JETIRHG06005.pdf