AN EFFECT OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION OF CONSUMERS IN COVID-19 PERIOD

Abstract

Social media is becoming a crucial tool for companies to interact with customers as a result of the COVID-19 pandemic's profound impact on consumer behavior and marketing tactics. This study looks into how social media marketing affected customers' intentions to buy during the COVID-19 pandemic. A sample of customers who actively interacted with brands on social media platforms during the epidemic were surveyed using a quantitative research methodology. The results show that consumer purchase intentions were positively impacted by social media marketing tactics, especially those that emphasize interactive content, product promotions, and establishing credibility through online reviews. Perceived value, emotional connection, and brand familiarity were also found to be important determinants in converting social media participation into actual purchases. The study provides insightful information for companies trying to maximize their digital marketing strategies during trying times and emphasizes the growing role of social media as a potent instrument for influencing customer behavior during emergencies. According to the study, in the post-pandemic period, companies should concentrate on producing timely, relevant, and authentic content to increase customer trust and stimulate buy intentions.