IMPACT OF SOCIAL MEDIA MARKETING IN CONSUMER PURCHASE BEHAVIOUR: A COMPARATIVE STUDY OF THE UNITED STATES AND UZBEKISTAN.

Abstract

The COVID-19 quarantine period accelerated the shift of consumer communication, shopping, entertainment, and brand interaction into digital platforms, making social media marketing a central factor in consumer purchase behaviour. This article examines how social media marketing influences purchasing decisions in the post-COVID digital environment by comparing the United States as a mature digital market with Uzbekistan as a developing digital economy. The study argues that social media marketing affects consumer behaviour through brand awareness, influencer recommendations, online reviews, social proof, targeted advertising, emotional content, direct communication, and purchase convenience. At the same time, it evaluates social media marketing as a double-edged transformation. While it creates opportunities for businesses by reducing marketing costs, expanding customer reach, supporting small enterprises, and increasing online sales, it may also intensify risks such as excessive screen time, impulse buying, misinformation, fake reviews, consumer manipulation, and declining trust. The article concludes that social media marketing has become a powerful driver of modern consumer behaviour, but its long-term value depends on balancing business growth with ethical marketing, digital literacy, consumer protection, and social responsibility.