Impact Of Social Media Advertising On Consumer Shopping Behaviour Towards Consumer Durable Goods – Principal Component Analysis

Abstract

In the contemporary view, social media stands as a formidable force, facilitating rapid dissemination of information and serving as a prominent platform for advertising. Businesses adeptly leverage social media's advanced management information systems to tailor advertisements to match the preferences and behaviors of their target audience, thereby enhancing sales performance. Notably, social media's influence transcends generational boundaries, captivating younger demographics who integrate it seamlessly into their daily lives. This demographic's habitual engagement with shared content amplifies its impact, fueled by ubiquitous smart mobile phones and internet connectivity. The evolution of social media has prompted corporate entities to devise innovative marketing strategies across various sectors, anchored in Web 2.0 principles that foster virtual communities. Central to this ecosystem is social media advertising, which optimizes outreach through targeted delivery to users across platforms. By facilitating cost-effective promotion, social media advertising promotes financial inclusion among businesses, driving sales and extending market reach.