Abstract:
Purpose: The widespread adoption of social media and advancements in digital
marketing have significantly transformed organizational strategies, marketing
structures, and consumer engagement dynamics. Social media, rooted in Web 2.0
technologies, has emerged as a key tool for understanding consumer behavior, brand
perceptions, and purchasing patterns. This study aims to bridge this gap by analyzing
the effects of various social media platforms, content strategies, and engagement
techniques on consumer behavior, thereby offering actionable insights to enhance
marketing practices.
Design/methodology/approach: A quantitative research approach was employed for
this study, systematically collecting numerical data through structured survey
questionnaires from 385 as the quantitative design was deemed appropriate for
capturing the influence of SMM on consumer purchasing behavior in the Sri Lankan
supermarket sector.
Findings: The study found that engagement and relevant content on social media
platforms was found to have a substantial impact on consumer behavior, emphasizing
the need for creative and audience-centered communication. Further, content sharing
emerged as a critical factor, with social proof and the virality of shared posts
significantly influencing purchasing patterns. The research also highlighted the
importance of content quality, demonstrating that high-quality and valuable social
media posts positively affect consumer decisions by fostering trust and engagement.
Finally, personalization in SMM, such as tailored advertisements and targeted
promotions, was shown to be highly effective in driving purchase intentions,
indicating that customized approaches resonate well with consumers. Together, these
findings provide a comprehensive understanding of the pivotal elements of SMM that
contribute to consumer purchasing behavior in the context of Sri Lanka’s modern trade
supermarkets.
