Abstract:

Social media has become an important marketing tool for businesses. With the social media users increasing, this further accelerated power of social media that can be used by business to market their product or services. This study investigates the factors such as content quality, social proof and influencer’s review to determine their influence on purchase intention. A quantitative research design is used. The respondents are social media users are adults. The sampling method used is through purposive sampling. A total of 205 respondents participated in this online survey. The analysis was done using multiple regression methods and the result reveals that all factors influence purchase intention. The findings underline the importance of content quality, social proof and influencer’s review in influencing consumer behavior. This study provides significant information for firms wanting to optimize their digital marketing strategy, ensuring increased consumer interaction and conversion rates in the competitive social media scene.