The Impact of Social Media on Consumer Purchase Behavior: A Study on Boat Lifestyle – Helpful or Harmful?

Abstract

This study explores the far-reaching impact of social media marketing on buying behaviour among consumers with a specific case study on boAt Lifestyle, one of India's fastest-growing audio and wearable tech brands. As the world places greater emphasis on digital communication, brands are adapting increasingly to use social media platforms such as Instagram, YouTube, Facebook, and Twitter to reach consumers, market goods, and generate sales. The goal of this research is to gauge whether social media is an effective aid in informing buying decisions or turns negative by encouraging impulse purchases and unattainable expectations. The research employs a mixed-method strategy, where primary data are gathered using surveys and interviews and secondarily from industry reports, marketing case studies, and scholarly literature. The research looks into various aspects of consumer behaviour such as awareness, perception, decision-making, influencer trust, satisfaction, and post-purchase experience. The research framework is based on consumer behaviour models and social media interaction theories, giving a systematic framework to measure the influence of digital interaction on consumer psychology. Major findings indicate that social media has proven to be extremely effective in raising brand awareness, product recall, and customer engagement for boAt, but also presents difficulties in the areas of deceptive promotions, excessive dependence on influencer support, and fleeting brand loyalty. Customers are commonly attracted to visually appealing posts and limited-period offers that can lead them to adopt impulse buying behaviours. Meanwhile, there is increasing suspicion on the part of consumers regarding the genuineness of influencers and the validity of online reviews. The study also emphasizes evolving consumer expectations, including authentic content, genuine user reviews, and socially responsible branding. boAt's capacity to evolve its social media strategy in accordance with such values can make or break its long-term sustainability and customer loyalty. In addition, social commerce, user-generated content, and data-driven personalization are cited as future directions with the potential to augment customer experience. Lastly, the research concludes that social media, as a great marketing platform, is equally beneficial and detrimental. It depends greatly on how ethically and strategically it is applied. For digital-first companies like boAt Lifestyle, success comes in finding a balance between creativity and genuineness, providing real value to customers, and fostering long-term connections above and beyond transactional. This study adds to the body of knowledge on digital consumer behaviour and provides actionable recommendations for marketers, brand managers, and digital planners seeking to leverage the power of social media ethically.