A Study Investigating the Role of Social Media Marketing in Shaping Brand Awareness, Consumer Preferences, and Purchase Intentions, Targeting Young Consumers

Abstract: This research examines the impact of social media marketing (SMM) on brand recognition, consumer preferences, and buying intentions among young adults in Bengaluru, India. The study explores how SMM tactics affect millennials' interactions with durable goods in the context of increasing digitization and evolving marketing strategies. The investigation employed a mixed-methods approach, gathering primary data from 400 social media-active young consumers (18-45 years old) via structured surveys, complemented by secondary data from scholarly sources. The relationships between SMM and key consumer behavior variables were analysed using statistical techniques, including correlation analysis, regression models, and hypothesis testing. The results indicate a Strong Positive Correlation between SMM and purchasing decisions (r = 0.804, p < 0.05), suggesting that targeted advertisements, influencer promotions, and interactive content significantly influence buying behavior. However, the link between SMM and brand awareness was found to be considerably weaker (*r = 0.048*), implying a limited direct effect on brand recall. Brand preference showed a moderate positive relationship with SMM (r = 0.292, p < 0.05), emphasizing the importance of tailored marketing and customer experience. Regression analysis confirmed that SMM, brand awareness, and brand preference together account for 73% of the variance in purchase decisions (R² = 0.730), highlighting SMM's crucial role in consumer decision-making processes.

The research concludes that while SMM is an effective tool for influencing purchase intentions, its capacity to build brand awareness may require additional strategies. Practical suggestions include utilizing visual content, collaborating with micro-influencers, and striking a balance between digital campaigns and traditional media. The study's limitations, such as its focus on Bengaluru and age-specific sampling, point to opportunities for future research across diverse demographics and regions. These findings provide actionable insights for marketers seeking to optimize SMM strategies in the dynamic digital marketplace.

Brand Awareness, Consumer Durables, Digital Marketing, Purchase Intention, Millennials, Social Media Marketing

1. Arya, N. (2011). Social media (1st ed.). Anmol Publications Pvt Ltd. [Google Scholar] [Crossref]

2. Brookings Institution. (2025, April). The need for researchers to embrace social media for dissemination. Brookings. https://www.brookings.edu/ [Google Scholar] [Crossref]

3. Bashar, A., Ahmad, I., & Wasiq, M. (2012). Effectiveness of social media as a marketing tool: An empirical study. International Journal of Marketing, Financial Services & Management Research, 1(11), 88–99. [Google Scholar] [Crossref]

4. Chen, T., Samaranayake, P., Cen, X., Qi, M., & Lan, Y.-C. (2022). The impact of online reviews on consumers’ purchasing decisions: Evidence from an eye-tracking study. Frontiers in Psychology, 13, 865702. https://doi.org/10.3389/fpsyg.2022.865702 [Google Scholar] [Crossref]

5. Cretti, C. (2015). Consumers' attitude towards social media advertising: An empirical study. [Bachelor’s thesis, University of Fribourg, Switzerland]. [Google Scholar] [Crossref]

6. de Varies, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91. [Google Scholar] [Crossref]

7. Octane Research. (2017). Digital by Default: 7th Annual Digital India 2017 Marketing Trends and Forecast. Annual State of Digital Marketing India, 2017. Retrieved from www.octaneresearch.com. [Google Scholar] [Crossref]

8. Farooq, F., & Jan, Z. (2012). The impact of social networking to influence marketing through product reviews. International Journal of Information and Communication Technology Research, 2(8), 627–637. [Google Scholar] [Crossref]

9. Hossain, M. S., Islam, M. A., & Hoque, M. M. (2023). Social media marketing capabilities and consumer-based brand equity: Insights from the retail industry. Journal of Marketing Communications 29(6), 614–634, [Google Scholar] [Crossref]

10. https://doi.org/10.1080/13527266.2022.2071749 [Google Scholar] [Crossref]

11. Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387–404. https://doi.org/10.2501/ijmr-2014-025 [Google Scholar] [Crossref]

12. Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/PRR-08-2017-0034 [Google Scholar] [Crossref]

13. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. [Google Scholar] [Crossref]

14. Kim, A. J., & Ko, E. (2012). Impacts of luxury fashion brands’ social media marketing on customer relationships and purchase intention. Journal of Global Marketing, 1(3), 164–171. [Google Scholar] [Crossref]

15. Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson Education Limited. [Google Scholar] [Crossref]

16. Lai, L. S. L., & Turban, E. (2008). Groups formation and operations in the Web 2.0 environment and social networks. Group Decision and Negotiation, 17(5), 387–402. [Google Scholar] [Crossref]

17. Li, Y., & Mousseaux, S. (2013). Luxury fashion brands on social media: A study of young consumers’ perception. [Master’s thesis, Textilhögskolan – Högskolan Borås]. [Google Scholar] [Crossref]

18. Otugo, N. E., Chikwe, J. E., & Madumere, I. O. (2015). Social media advertising/marketing: A study of awareness, attitude, and responsiveness by Nigerian youths. International Conference on Communication, Media Technology, and Design, May 16–18, Dubai, UAE, 435–451. [Google Scholar] [Crossref]

19. Singh, R. (2016). A study of customers’ behavior towards social media marketing. IJARIIE, 2(4), 262–267. [Google Scholar] [Crossref]

20. Statista. (n.d.). Statista: The statistics portal. Retrieved from www.statista.com. [Google Scholar] [Crossref]

21. Tuten, T. L. (2008). Advertising 2.0: Social media marketing in a Web 2.0 world. Praeger Publishers. [Google Scholar] [Crossref]

22. Vinerean, S. (2017). Importance of strategic social media marketing. Expert Journal of Marketing, 5(1), 28–35. [Google Scholar] [Crossref]

23. Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics. https://doi.org/10.1016/j.tele.2017.06.001 [Google Scholar] [Crossref]

24. Zewdie Werke, S., & Agazu, B. G. (2023). A systematic review of social media marketing during and after COVID-19 pandemic. Access to Science, Business & Innovation in Digital Economy, 4(3), 453–467. https://doi.org/10.46656/access.2023.4.3(9) [Google Scholar] [Crossref]

25. Zulgurnain, M., Arif, M., & Khan, S. (2016). To assess the impact of social media marketing on consumer perception. International Journal of Academic Research in Accountancy, Finance and Management Sciences, 6(3), 69–77. https://doi.org/10.6007/IJARAFMS/v6-i3/2172 [Google Scholar] [Crossref]

• Wind Turbine Design for Low Wind Speed Applications: Advancing Renewable Energy Systems Through Wind Tunnel Experiments
• Fast Identification for Evidences in Crime Scene with Macroscopic Properties and Portable Techniques
• Evaluating the Impact of Hello Interval Timer on OSPF Performance for Real-Time Applications Using OPNET
• The Algorithmic Fortress: Ai-Powered Cybersecurity and Anti-Fraud in The Future of Fintech
• Accident Detection on Curved Roads Using Infrared Sensors in Hilly Regions A Case of Chadoora Tehsil, Badgam (J&K)