International Journal Of Engineering, Business And Management(IJEBM)

This study investigates the influence of social media advertising on consumer purchasing behavior in the household furniture sector. Employing a descriptive, survey-based quantitative approach, data were collected from 110 social media users through structured questionnaires focusing on ad exposure, perceptions, and purchase decisions. The findings reveal that platforms like Instagram and Facebook are most effective for furniture promotion, with discounts, visual appeal, and brand trust significantly impacting purchase intent. Consumers prioritize quality and durability over price, and social media reviews and influencer endorsements shape their choices. The results imply that furniture marketers should leverage targeted visual content on preferred platforms and emphasize product quality to enhance consumer engagement and drive sales. Overall, the research highlights the critical role of social media strategies in influencing high-involvement purchase decisions, offering valuable insights for optimizing digital marketing efforts in the furniture industry.