The Impact of Social Media Advertising on Consumer Purchase Decisions

Abstract

In the digital era, the rise of social media advertising has changed the way advertisements interact with consumers. This paper first discusses the concepts of consumer purchase decisions and social media advertising, and then analyzes the mechanisms through which social media advertising influences consumer purchase decisions, including information delivery, emotional stimulation, trust building, and guiding comparison. It also explores the role of factors influencing consumer purchase decisions in social media advertising, such as personal, product, and external environmental factors. Finally, strategies such as precise targeting and personalization, emotional resonance and value communication, trust building and word-of-mouth marketing, information optimization and guiding comparisons, as well as interactive participation and experiential strategies are proposed to provide a comprehensive reference for effectively influencing consumer purchase decisions through social media advertising.