The Role of Social Media in Influencing Customers’ Purchase Intentions, Purchasing Behaviour, and Perceptions of Brands

NOIC Academy, Markham L3S 2H4, Canada

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Abstract

With technological progress, digital marketing has become increasingly significant to brand sales. Social media is especially noticeable as many brands use it to advertise and sell goods. The impact of social media on people today is quite strong. For the brands to better promote themselves, people need to know how social media affects consumers. This article mainly discusses the impact on consumers’ opinions, purchase desires, and behaviour when buying from online platforms. This paper studies the influence of social media on people in terms of cognition, intention and behaviour according to the previous research. Furthermore, this study will take Chanel’s digital marketing strategies as an example for the practical application of this paper. Based on the results of this research, the brand can influence how consumers perceive things on social media, and social media allows brands to engage with their audience. And then also influence purchase intention in the end, to make the purchase. The above-mentioned result proves that Social Media Marketing is very important for Consumer Decision Making. Brands must have their own strategy to increase the effectiveness of marketing.