The influence of social media branding on consumer purchase behavior: A comprehensive empirical and thematic analysis

Abstract

This study investigates the influence of social media branding on consumer purchase behavior through a comprehensive empirical and thematic analysis. By integrating quantitative surveys and qualitative content examination, the research explores how factors such as brand awareness, influencer credibility, and user engagement shape consumer decision-making processes across diverse social media platforms. The findings reveal that authentic and interactive social media branding significantly enhances consumer trust, brand loyalty, and purchase intentions. This research provides valuable insights for marketers aiming to optimize branding strategies in the evolving digital marketplace.