An Empirical Analysis to Evaluate the Influence of Social Media Marketing On Online Consumer Purchasing Behaviour

In today’s world , organizations commercial activities are conducted primarily for the purpose of sales growth. In this context, due to the advancement of information technology, significant portion of the commercial activities takes place over the Internet. Therefore, it becomes inevitable for company’s to analyse and monitor the customers online purchasing behaviour. Furthermore, in order to develop and apply effective marketing strategies the factors that affect consumer behaviour such consumer engagement and social media marketing techniques. Thus the importance of engaging consumer has been recognized in the existing research studies. However, customer engagement until now has been predominantly researched only under the exchange paradigm, with very few systematic or empirical attempts to explore the functionalism of consumer engagement in the context of social media marketing . This article encounters to investigate the mechanism framework in which social media marketing influences online consumers purchasing behavior mediated by consumer engagement.