The Influence of Strategic Communication on Consumer Decision-Making in Social Media Environments

Dario Sipos

Dario Sipos Institute of Technology and Digital Marketing, Zagreb, Croatia

Keywords: strategic communication, consumer decision-making, social media, digital marketing, targeted messaging, consumer engagement

Abstract

This research compares the moderating effects of strategic communication on consumer decision-making within social media platforms. It becomes important to assess how messaging affects consumer behavior as digital platforms continue to play a large role in marketing. Using different types of communication, content personalization, and communication engagement strategies, the study considers consumer purchase intentions. The study employed quantitative and qualitative research methods; the study administered self-completed questionnaires to 500 active social media users and conducted a content analysis of the observed marketing communication campaigns. The results convey the significance of strategic messaging towards consumer response, where users are more likely to engage and purchase from brands with timely tailored messaging. These conclusions are valuable for marketers and advertisers: social media persona can positively impact customers and increase consumers' interest in the products. The work is relevant to developing research literature on digital marketing and the psychology of consumers, adding to the understanding of how social media can be used as persuasive communication.

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