The Empowerment of Digital Marketing among SMEs in Chengdu, Sichuan Province, China: The Influence of social media towards Purchase Decision

Abstract

The proliferation of internet, social media, mobile applications, and other digital communication technologies has permeated the daily routines of billions of individuals globally. Undoubtedly, social media has emerged as an integral facet of contemporary existence, exerting a profound impact on consumer behaviour that is beyond dispute. Extensive documentation exists on the impact of social media marketing on customer purchasing decisions, particularly within the younger age. The present study aims to examine the impact of social media marketing on customer purchasing decisions, focusing specifically on the influence of product quality within this dynamic. In the contemporary era of digital marketing, it is imperative to comprehend the intricate mechanisms underlying the persuasive impact of social media on consumer behaviour. This research examines the correlation between the effectiveness of social media marketing and the quality of products in shaping consumers' buying decision. The development of the conceptual framework aims to enhance the existing knowledge on digital marketing strategy, providing valuable insights for both academic researchers and practitioners. This framework will serve as a valuable resource for future research endeavours through the use of empirical data and advanced statistical analysis.