THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER PURCHASE DECISIONS IN THE RETAIL SECTOR
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Abstract
This study conducts a systematic literature review to explore how social media marketing (SMM) influences consumer purchase decisions in the retail sector. Amid the shift from traditional advertising to digital engagement, platforms like Instagram and TikTok have become central to how consumers interact with brands. The review synthesizes findings from 29 peer-reviewed studies published between 2020 and 2025, selected using PRISMA guidelines. Key mechanisms identified include influencer marketing, user-generated content, real-time brand interaction, and personalized messaging. Thematic and bibliometric analyses reveal that trust, visual storytelling, and platform interactivity significantly drive purchase intent, particularly among Gen Z and millennial consumers. While the findings emphasize SMM's effectiveness, they also highlight challenges related to privacy, consumer well-being, and ethical marketing. This review contributes both theoretical insight and practical guidance for retailers adapting to a digital-first marketing landscape, and calls for further research on AI-driven personalization and cross-cultural consumer responses.
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