Role of Social Media Marketing in Driving Online Sales Growth

Abstract

The widespread adoption of social media platforms has reshaped marketing practices and accelerated the growth of online retail worldwide. Social media is no longer limited to brand communication but has evolved into a powerful commercial ecosystem that directly influences consumer purchasing behaviour. This study examines the impact of social media marketing (SMM) on online sales growth by analysing the influence of content quality, influencer marketing, advertising, brand interaction and user-generated content on consumer decisions. A quantitative cross-sectional survey design was employed, and data were collected from 250 consumers who had engaged in online purchasing due to social media influence in the last six months. Descriptive statistics, correlation analysis and regression analysis were used to test the relationship between SMM and online sales growth. The results indicate a strong positive correlation between SMM and online sales performance (r = .71, p < .01). Regression findings reveal that SMM explains 46.8% of the variance in online sales growth (R² = .468), confirming its strong predictive power. Among the components studied, influencer marketing and content quality emerged as the most influential factors affecting consumer purchase behaviour, while paid advertising displayed comparatively lower impact. The findings further indicate that engagement-related mechanisms and consumer trust are important explanatory factors associated with social media–driven purchasing behaviour. The study contributes to existing literature by extending the analysis beyond purchase intention and linking SMM directly to measurable business outcomes. The results offer practical insights for marketers, digital strategists and business leaders seeking to leverage social platforms for sustainable revenue growth.

Keywords: Social Media Marketing, Online Sales Growth, Social Commerce, Influencer Marketing, Consumer Behaviour, Digital Marketing

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