Study of Social Media Influence on Consumer Purchasing Decisions

With the rapid development of the Internet and social media, the way consumers access information and communicate has changed significantly. Social media has become an important platform for enterprises to conduct brand promotion and marketing, which has had a profound impact on consumers purchasing decisions. The purpose of this study is to explore the specific influence of social media on consumer purchasing decisions, analyze social media marketing theory and consumer behavior theory, and propose corresponding marketing strategies. Through a deep understanding of the role mechanism of social media, help enterprises to develop more effective marketing strategies, improve brand competitiveness and market performance.