Published Paper Details:

In today's digital-first environment, social media plays a pivotal role in shaping consumer preferences and purchase behavior. This influence is particularly evident in the growing Quick Commerce (Q-commerce) sector, where speed and convenience meet real-time digital engagement. This study investigates the impact of Social Media Marketing (SMM) on consumer behavior in the context of Q-commerce platforms such as Blinkit, Zepto, and Instamart. As these platforms rapidly evolve within the retail and e-commerce sectors, their use of personalized and real-time social media strategies has become crucial in shaping consumer decisions. The research focuses on how SMM influences customer attitudes, purchase intentions, brand loyalty, and engagement. Primary data was collected through a structured questionnaire, with responses from 50 Q-commerce users in Pune city. The findings reveal that personalized advertisements, influencer endorsements, time-sensitive promotions, and user-generated content significantly affect consumer behavior. Real-time engagement and interactive campaigns also enhance customer trust, satisfaction, and likelihood of repeat purchases. The study underscores the effectiveness of SMM as a strategic tool in driving consumer behavior in the fast-paced Q-commerce environment.