Social media has become an integral part of daily life for millions of people around the world, profoundly influencing various aspects of society, including consumer behaviour. This conceptual study aims to explore and understand the role of social media marketing in shaping consumer behaviour. Through a comprehensive review of existing literature, this paper examines the mechanisms through which social media marketing strategies influence consumer perceptions, attitudes, and purchasing decisions. Key factors such as content engagement, influencer marketing, social proof, and user-generated content are analyzed to elucidate their impact on consumer behaviour. Furthermore, this study investigates the moderating effects of demographic variables, such as age, gender, and cultural background, on the relationship between social media marketing and consumer behaviour. Additionally, the paper explores the potential ethical implications and challenges associated with social media marketing practices. The findings of this conceptual study contribute to a deeper understanding of the complex dynamics between social media marketing and consumer behaviour. Insights gained from this research can inform marketers and businesses in developing more effective and ethical social media marketing strategies to engage and influence consumers in the digital age. Future research directions are also proposed to further advance our knowledge in this field.

Social media, consumer behaviour, Content Engagement, Consumer perception