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From Engagement to Conversion: Reviewing Social Media Marketing Strategies and Consumer Behavior

Author

Listed:
  • Y. J. Sheng

    (Fakulti Pengurusan Teknologi dan Teknousahawanan, Universiti Teknikal Malaysia Melaka)

  • N. M. Ali

    (Fakulti Pengurusan Teknologi dan Teknousahawanan, Universiti Teknikal Malaysia Melaka)

  • N. A. M. Ali

    (Pusat Pengurusan Penyelidikan Universiti Teknologi Malaysia Johor)

  • N. F. Razali

    (Fakulti Pengurusan Teknologi dan Teknousahawanan, Universiti Teknikal Malaysia Melaka)

  • N. I. A. Nordin

    (Fakulti Pengurusan Teknologi dan Teknousahawanan, Universiti Teknikal Malaysia Melaka)

Abstract

This paper explores how social media marketing (SMM) strategies can affect the purchase decisions of consumers by using a literature review on the relevant studies published in modern journals. In particular, it explores how practices that include short-form video content, live streaming and real-time interaction, influencer partnerships and user-generated content (UGC) inform the shopping behaviors of consumers in the social media-dominated marketplaces. The review clarifies interdependence among these strategies and purchase decision-making, including the methods that are most suggested as prevailing contributors of engagement and conversion. By summarizing the existing theoretical and empirical knowledge, the article presents a full-fledged picture of the most efficient SMM activities and can be viewed as a valuable source of information and guidance on possible ways of optimizing the activity of marketers, businesses and advertisers operating in ever-intensifying digital environments. Moreover, the provided findings provide a conceptual basis of further empirical studies regarding performance of social media marketing and its changing dynamics.

Suggested Citation

  • Y. J. Sheng & N. M. Ali & N. A. M. Ali & N. F. Razali & N. I. A. Nordin, 2025. "From Engagement to Conversion: Reviewing Social Media Marketing Strategies and Consumer Behavior," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(8), pages 6149-6159, August.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-8:p:6149-6159
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    References listed on IDEAS

    as
    1. Lee, Jung Eun & Watkins, Brandi, 2016. "YouTube vloggers' influence on consumer luxury brand perceptions and intentions," Journal of Business Research, Elsevier, vol. 69(12), pages 5753-5760.
    2. Jiménez-Castillo, David & Sánchez-Fernández, Raquel, 2019. "The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention," International Journal of Information Management, Elsevier, vol. 49(C), pages 366-376.
    3. Imran Anwar MIR & Kashif Ur REHMAN, 2013. "Factors affecting consumer attitudes and intentions toward user-generated product content on YouTube," Management & Marketing, Economic Publishing House, vol. 8(4), Winter.
    4. Rob Kim Marjerison & Jiamin Hu & Hantao Wang, 2022. "The Effect of Time-Limited Promotion on E-Consumers’ Public Self-Consciousness and Purchase Behavior," Sustainability, MDPI, vol. 14(23), pages 1-23, December.
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