THE IMPACT OF SOCIAL MEDIA MARKETING ON CUSTOMER PURCHASING BEHAVIOR EVIDENCE FROM THE ELECTRIC SCOOTER INDUSTRY (KEY IJP************659)

• Pradip Ramkishor Sahu,Prof. V. A. Ingole

Abstract

This study investigates the impact of social media marketing on consumer purchasing behavior within the electric scooter industry. As electric scooters gain popularity for their eco-friendly and innovative features, platforms like Facebook, Instagram, and YouTube have become essential tools for brands to increase visibility, engage users, and build trust. The research explores how advertising, influencer endorsements, and interactive content influence consumer interest and buying decisions. It also examines how demographic factors such as age, gender, and location affect responses to these strategies. The findings reveal that social media significantly boosts brand awareness and positively shapes purchase intentions, with targeted ads, engaging posts, and influencer promotions emerging as the most effective approaches. However, the study also highlights that consumer reactions can vary, and the ever-evolving nature of social media presents ongoing challenges for marketers. Ultimately, the research offers actionable insights for electric scooter companies, emphasizing the need to understand and cater to specific audience segments to optimize marketing effectiveness.