Influence of Social Media Marketing on Consumer Purchase Intentions Towards Green-Branded Products: An SEM-Based Study in Nashik

The rapid growth of social media has significantly transformed consumer purchasing behavior by influencing product awareness, brand perception, and purchase decision-making processes. In India, the number of active social media users increased from approximately 448 million in 2022 to over 520 million in 2025, making digital platforms an integral component of modern marketing strategies. This study investigates the role of social media in shaping customer purchasing choices with special reference to the Nashik region. The research examines how platforms such as Instagram, Facebook, YouTube, and WhatsApp influence consumers' buying intentions, trust, and final purchasing decisions.The study adopts a descriptive research design based on primary data collected from 300 respondents across different age groups, occupations, and income levels in the Nashik region through a structured questionnaire. The findings reveal that 84% of respondents use social media daily, while 76% actively search for product information before making a purchase. Approximately 71% reported that influencer recommendations positively affect their buying decisions, whereas 68% indicated that customer reviews and ratings significantly enhance their trust in products. Furthermore, 64% of respondents acknowledged that targeted advertisements on social media platforms encourage impulse purchases, and 79% stated that promotional offers and discounts shared through social media increase their likelihood of purchasing a product.The study concludes that social media has emerged as one of the most influential determinants of consumer purchasing behavior in the Nashik region. Digital engagement, electronic word-of-mouth, influencer marketing, and personalized advertising collectively contribute to shaping customer preferences and purchase intentions. The findings provide valuable insights for marketers, retailers, and business organizations to develop effective digital marketing strategies, strengthen customer engagement, and enhance brand loyalty in an increasingly competitive marketplace.