The Impact of Social Media Marketing on Consumer Behavior: Evidence from Developing Markets

Abstract

Social media marketing has emerged as a transformative tool influencing consumer behavior across global markets, particularly in developing economies where digital adoption is rapidly expanding. This study examines how social media marketing strategies affect consumer decision-making, brand perception, and purchase intentions in developing markets. The research explores key elements such as influencer marketing, user-generated content, targeted advertising, and interactive engagement. Findings suggest that social media platforms significantly shape consumer attitudes by increasing brand awareness, trust, and emotional connection. However, challenges such as misinformation, privacy concerns, and digital literacy disparities also influence consumer responses. The study contributes to marketing and social sciences literature by highlighting how businesses in developing economies can effectively leverage social media platforms to enhance customer engagement and drive sustainable growth.