Title: The impact of social media marketing on the purchase behaviour of e-commerce consumers

Authors: Yinli Hou

Addresses: Department of Business and Economic, Shanxi Forestry Vocational Technical College, Taiyuan, Shanxi, 030009, China

Abstract: To optimise e-commerce marketing strategies, enhance marketing effectiveness, and conduct research on the impact of social media marketing on e-commerce consumer purchasing behaviour. The article first analyses social media marketing and consumer purchasing behaviour, and then locates relevant variables based on the analysis results to establish a conceptual model of e-commerce consumer purchasing behaviour. Finally, complete the questionnaire design and construct a logistic regression model to analyse consumer online purchasing behaviour. Research has found that social media, marketing interaction objects, interactive content, and trust can have a positive impact on consumers' shopping behaviour. Enterprises can optimise their social media marketing strategies, strengthen the accuracy of social positioning, enhance platform security, strengthen the authority and affinity of marketing interaction objects, enrich and enhance the detail and trust of marketing information, and thus achieve the maximisation of marketing effectiveness.

Keywords: social media; e-commerce; consumers; purchase behaviour; impact analysis.

DOI: 10.1504/IJITM.2025.151547

International Journal of Information Technology and Management, 2025 Vol.24 No.3/4, pp.296 - 315

Received: 18 Oct 2024
Accepted: 06 Feb 2025
Published online: 05 Feb 2026 *

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