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<p>Although social media marketing (SMM) has become an influential force in consumer decision making, the mechanisms are not well understood in the emerging markets, which have diverse demographic characteristics. This study is conducted based on Stimulus-Organism-Response (‘S-O-R’) theory and aims to explore the impact of SMM on the consumer perception and the purchase decision in India, as well as the effectiveness of digital advertising for customers, customer reviews, brand awareness and demographic moderators. The survey was conducted online cross sectional for 1111 valid responses from urban, semi-urban and rural consumers across India during the period of January-March 2023. Descriptive statistics, Pearson correlation, multiple regression, Kruskal-Wallis tests were used to analyze data using R, Microsoft Excel, and Power BI. The regression model accounts for 68% of the purchase behavior variance (R² = 0.68) and shows that brand awareness (β = 0.38) and customer reviews (β = 0.34) are the most powerful variables. Interestingly, 84.5% of the respondents said that customer reviews helped them make a purchase decision and the SMM driven conversion rate was higher with semi-urban consumers (57.14%) than urban consumers (49.08%) which, again, had strategic implications for targeting Tier-2 and Tier-3 markets. The profession and gender variables did not significantly moderate SMM engagement while income and region did. The study brings ‘S-O-R’ theory up to date for an emerging market SMM environment and offers practical recommendations to marketers working in the diverse socio-economically rich Indian digital environment.</p>

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Influence of social media marketing on consumer perception and purchase decision: an evidence from an Indian survey

  • 期刊论文

  • 发表日期：

    2026年6月15日

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  • Abdul Aziz Abdul Rahman,
  • N. Nithya,
  • G. Yoganandan,
  • Abdelrhman Meero

摘要

Although social media marketing (SMM) has become an influential force in consumer decision making, the mechanisms are not well understood in the emerging markets, which have diverse demographic characteristics. This study is conducted based on Stimulus-Organism-Response (‘S-O-R’) theory and aims to explore the impact of SMM on the consumer perception and the purchase decision in India, as well as the effectiveness of digital advertising for customers, customer reviews, brand awareness and demographic moderators. The survey was conducted online cross sectional for 1111 valid responses from urban, semi-urban and rural consumers across India during the period of January-March 2023. Descriptive statistics, Pearson correlation, multiple regression, Kruskal-Wallis tests were used to analyze data using R, Microsoft Excel, and Power BI. The regression model accounts for 68% of the purchase behavior variance (R² = 0.68) and shows that brand awareness (β = 0.38) and customer reviews (β = 0.34) are the most powerful variables. Interestingly, 84.5% of the respondents said that customer reviews helped them make a purchase decision and the SMM driven conversion rate was higher with semi-urban consumers (57.14%) than urban consumers (49.08%) which, again, had strategic implications for targeting Tier-2 and Tier-3 markets. The profession and gender variables did not significantly moderate SMM engagement while income and region did. The study brings ‘S-O-R’ theory up to date for an emerging market SMM environment and offers practical recommendations to marketers working in the diverse socio-economically rich Indian digital environment.