The Impact of Social Media Marketing on Consumer Buying Behaviour: A Study of Effectiveness in Rajasthan

Dr. Gulab Dass Vaishnava

Abstract: This study explores the influence of social media marketing (SMM) on consumer buying behaviour in Jodhpur District, Rajasthan, focusing on its effectiveness in shaping purchase decisions. With the rapid growth of social media platforms like Instagram, Facebook, and WhatsApp in India, businesses are increasingly leveraging these channels to engage consumers and drive sales. The research adopts a quantitative approach, surveying 250 respondents in Jodhpur to assess how SMM factors-such as content quality, influencer endorsements, engagement, and brand awareness-impact consumer attitudes, purchase intentions, and actual buying behaviour. Data were analysed using statistical tools like Cronbach's Alpha for reliability, T-tests for group comparisons, and ANOVA for variance analysis. Findings reveal that SMM significantly influences consumer behaviour, with influencer marketing and engaging content being key drivers of purchase intent, particularly among younger demographics. However, the effectiveness varies by platform and demographic factors like age and gender. The study highlights that while social media advertisements foster impulse buying, trust and authenticity in content are critical for sustained consumer loyalty. These insights are vital for businesses in Rajasthan aiming to optimize their SMM strategies in a culturally and economically diverse market. The research also identifies gaps, such as limited studies on regional consumer behaviour in Rajasthan, and suggests future research to explore psychological drivers like FOMO and cultural influences. This study contributes to understanding SMM?s role in shaping consumer behaviour in a semi-urban Indian context, offering practical implications for marketers to craft targeted, authentic campaigns.

Keywords: Social Media Marketing, Consumer Buying Behaviour, Rajasthan, Jodhpur, Influencer Marketing, Brand Awareness, Purchase Intention

How to Cite?: Dr. Gulab Dass Vaishnava, "The Impact of Social Media Marketing on Consumer Buying Behaviour: A Study of Effectiveness in Rajasthan", Volume 14 Issue 7, July 2025, International Journal of Science and Research (IJSR), Pages: 1769-1773, https://www.ijsr.net/getabstract.php?paperid=SR25726223727, DOI: https://dx.doi.org/10.21275/SR25726223727