Published Paper Details:

In today's digital era, social media has become a vital tool for businesses to influence consumer purchasing behaviour. With billions of users on platforms like Facebook and Instagram, marketing strategies on social media directly impact sales and engagement. This study explores how various strategies--such as content marketing, influencer marketing, and paid advertising--shape consumer decisions. Consumer behaviour is influenced by demographics, lifestyle, and culture, and is further shaped by the way brands market on social platforms. Despite growing use, many businesses lack clarity on which strategies are most effective. This research aims to identify the most impactful marketing tactics through a mixed-methods approach, combining literature review, surveys, and expert interviews. The study provides insights for marketers to craft data-driven, consumer-focused strategies. It also helps businesses stay competitive in an evolving digital landscape. Results will guide brands to create targeted campaigns that boost engagement, conversions, and revenue.