Recent Papers

This study investigates the impact of social media advertising and online discounts on consumer buying behavior in the contemporary digital marketplace. With the proliferation of social media platforms and the increasing prevalence of online discounts, understanding how these factors influence consumer choices and purchasing decisions is crucial for businesses and marketers. The research employs a mixed-methods approach, combining quantitative data analysis and qualitative insights gathered through surveys and interviews. A diverse sample of consumers across different demographics is considered to ensure a comprehensive understanding of the subject. The quantitative analysis reveals that social media advertising has a significant positive influence on consumer awareness and product discovery. Furthermore, online discounts play a crucial role in stimulating impulse purchases and increasing the likelihood of conversion. The study also identifies demographic variations in the effectiveness of these strategies, highlighting the importance of tailoring marketing efforts to specific consumer segments. Qualitative data from interviews and open-ended survey questions provide insights into the underlying motivations and emotions driving consumer responses to social media advertising and online discounts. The findings suggest that trust in brands and the perceived authenticity of advertisements on social media platforms impact consumer engagement. Additionally, the convenience and perceived value of online discounts are shown to be critical factors in he decision-making process.

Copyright © 2023 SHEELA A. This is an open access article distributed under the Creative Commons Attribution License.