Influence of social media marketing strategies on purchase decisions of working women in Karnataka: Evidence from digital engagement and trust factors

Social media marketing has emerged as a dominant promotional approach in India, influencing consumer awareness, engagement, and purchase-related decisions across diverse segments. In this context, working women represent an economically significant group whose buying behaviour is shaped by both digital exposure and evolving lifestyle needs. The present study examines the influence of social media marketing strategies on the purchase decisions of working women in Karnataka, with particular emphasis on the supporting roles of digital engagement and trust in social media information. A descriptive and analytical cross-sectional design was adopted, and primary data were collected from 400 working women across Bangalore, Mysore, and Mangalore using a structured questionnaire. The analysis employed descriptive statistics, reliability testing, correlation analysis, and regression-based mediation assessment. The findings indicate that social media marketing strategies significantly influence purchase behaviour, with stronger marketing influence associated with higher purchase responsiveness. Digital engagement emerged as a meaningful behavioural mechanism linking marketing exposure to buying outcomes, highlighting the importance of interactive and visually appealing content in driving purchase intention. Trust in social media information, while not the strongest direct predictor in the final model, remained relevant in shaping credibility perceptions and consumer confidence in online product information. The study contributes region-specific evidence on the buying behaviour of working women in Karnataka and provides practical insights for marketers to design engagement-oriented and trust-building campaigns. The results also underline the relevance of ethical digital communication and transparency in sponsored promotions for sustaining consumer trust in social media marketplaces.