A Study on Impact of Social Media Marketing

M. Nathiya, Dr. E. Karthikeyan, P. Puvanendran

Social Media Marketing; Consumer Behavior; Online Shopping; Brand Awareness; Digital Marketing.

This study investigates the profound impact of Social Media Marketing (SMM) on consumer buying behavior, with a specific focus on the Namakkal district in India. Utilizing a descriptive research design, primary data was collected from 128 respondents through a structured questionnaire, employing stratified random sampling. The analysis, conducted using percentage analysis, Chi-square tests, and ANOVA, reveals that an overwhelming majority (98.4%) of consumers engage in online shopping, primarily driven by convenience and time savings (55.5%). Key challenges identified include product quality issues (44.5%). The Internet is the dominant medium for consumer engagement, with most users possessing intermediate to advanced proficiency. The study concludes that SMM is not merely an option but a necessity for modern businesses, significantly enhancing brand awareness, loyalty, and purchase intention. It provides strategic insights for marketers to leverage digital platforms effectively, address consumer concerns, and tailor strategies to the evolving digital landscape.

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