The Effectiveness Of Social Media Marketing On Consumer Buying Behaviour On SME

Abstract

Social media has significantly changed the way companies engage with their customers, affecting both purchasing decisions and consumer behavior. This research investigates how social media marketing influences consumer buying behavior in small and medium-sized enterprises (SMEs) in China. Using a quantitative methodology, the study explores the impact of various social media platforms, including Instagram, YouTube, TikTok, and Facebook, on five dimensions of consumer purchasing behavior: composite buying behavior, habitual buying behavior, variety-seeking behavior, dissonance-reducing behavior, and impulsive buying behavior. Survey data were collected from SME consumers to evaluate their interaction with social media marketing efforts and the degree to which these initiatives affect their buying choices. The results suggest that social media marketing substantially shapes consumer perceptions, strengthens brand loyalty, and encourages purchase intentions. Nevertheless, factors such as content overload, concerns about trustworthiness, and diverse consumer preferences can limit the overall effectiveness of social media campaigns. This study adds to the existing knowledge on digital marketing for SMEs and offers practical guidance for business owners seeking to optimize their social media strategies to boost consumer engagement and drive business growth.