Abstract: Background: The proliferation of social media has fundamentally reshaped marketing strategies and consumer behavior, particularly within the fast-moving consumer goods (FMCG) sector. In digitally active markets like Accra, emerging trends such as live commerce, digital scarcity, niche influencer marketing, and user-generated content (UGC) are increasingly leveraged by brands to stimulate engagement and drive purchase decisions. This study aimed to investigate the effects of these evolving social media marketing strategies on consumer behavior, with a specific focus on impulse buying and purchase intention.......
Keywords: Live Commerce Engagement; Digital Scarcity; Niche Influencer Marketing; User-Generated Content; Consumer Trust; Brand Perception; Consumer Engagement.
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