The Impact of Social Media Marketing on Brand Awareness and Consumer Purchase Intentions

Abstract

This study researches SMM effect on BA and CPI with special focus on platform differences and engagement strategy and consumer behavior interactions. The study combined multiple methods to collect data by using surveys and interviews and secondary source research that assessed platform performance. The research results demonstrate that TikTok together with Instagram deliver the greatest brand awareness effects (90% and 85%) and purchase intention outcomes (85% and 80%) because they implement visual content and interactive engagement features. The research demonstrated that BA positively corresponded to purchase intentions since consumer recognition and recall power decisions about brand purchases. Strategies that leverage platform-specific features including influencer marketing and user-generated content and data-driven personalization should be deployed to optimize performance according to the results. The struggle to keep up with competition standards in a saturated digital advertising market requires marketers to consistently make new marketing approaches as existing approaches struggle to deliver effective results. The study delivers operational recommendations to businesses which stress the importance of making usage-specific content that features visual storytelling along with real authenticity and interactive features. Future research needs to analyze two aspects: how SMM affects brand loyalty over time and how artificial intelligence and augmented reality influence social media marketing strategies.