A Study on The Influence of Social Media Platforms on Brand Awareness and Buying Behaviour

Abstract

Social media has become a powerful marketing and communication tool influencing how consumers perceive brands and make purchase decisions. Platforms such as Facebook, Instagram, YouTube, and Twitter enable brands to directly interact with customers, create awareness, and influence buying behaviour With increasing internet penetration and smartphone usage, consumers rely heavily on social media for product information, reviews, advertisements, and recommendations. This study focuses on understanding how social media platforms influence brand awareness and consumer buying behaviour.