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Case Studies | Marketing | India | Volume 12 Issue 7, July 2023

The Impact of Social Media Advertisement on Consumer Buying Behavior: A Case Study of Tura, Meghalaya

Gun Dongkam Ch Sangma | Dr. Tanima Tarafdar

Abstract: The rapid growth of social media has revolutionized the way businesses promote their products and engage with consumers. This study aims to investigate the influence of social media advertisement on consumer buying behavior, with a specific focus on Tura, a bustling town in the state of Meghalaya, India. By exploring the unique socio - cultural characteristics and consumption patterns of Tura's residents, this research seeks to shed light on the effectiveness and significance of social media advertisements in shaping consumer decision - making processes in this particular context. This study employs a mixed - methods research design, combining qualitative and quantitative approaches. The qualitative phase involves in - depth interviews with consumers and industry experts to gain insights into their perceptions, attitudes, and experiences concerning social media advertising. The quantitative phase utilizes a structured questionnaire survey distributed among a representative sample of Tura's population to gather empirical data on their exposure to social media advertisements, information processing, and subsequent purchase intentions.

Keywords: social media advertising, consumer buying behavior, Tura, Meghalaya, India, qualitative research, quantitative research, perceptions, attitudes, purchase intentions

Edition: Volume 12 Issue 7, July 2023,

Pages: 1398 - 1402