Impact of Social Media Marketing Analytics on Consumer Purchase Intention in E-Commerce

Abstract

Social media has evolved from a promotional channel into a measurable source of consumer and campaign intelligence for e-commerce firms. This study examines the impact of social media marketing analytics on consumer purchase intention, with emphasis on personalized advertising, online reviews and ratings, influencer credibility, promotional offers, and customer engagement. A descriptive and analytical, quantitative and applied research design is used. Primary data were collected through a structured questionnaire from 120 respondents, mainly students and young professionals aged 18 to 30 years who regularly use social media and online shopping platforms. The study uses percentage analysis, mean-score analysis, ranking, and correlation-based interpretation on a five-point Likert scale. The supplied results show that online reviews and ratings have the highest mean score (4.25; Rank 1), followed by personalized advertisements (4.10; Rank 2), influencer credibility (3.95; Rank 3), promotional offers (3.88; Rank 4), and customer engagement (3.78; Rank 5). The findings indicate that social proof and relevant personalized communication are particularly important in shaping purchase intention. The paper concludes that analytics-driven social media marketing can support more informed targeting, campaign monitoring, and customer-engagement decisions when consumer data are used ethically and transparently.