EFFECTIVENESS OF SOCIAL MEDIA ADVERTISING ON CONSUMER PURCHASE INTENTIONS IN CHENNAI CITY
Dr. N. BARATHIDASAN, Associate Professor, PG & Research Department of Commerce, Dr. Ambedkar Government Arts College, Vyasarpadi, Chennai-600039
A. JENIFER Research Scholar, PG & Research Department of Commerce,
Dr. Ambedkar Government Arts College, Vyasarpadi, Chennai-600 039
Abstract
This study examines the impact of social media advertising on consumer behaviour, particularly focusing on consumer purchase intention in Chennai city. In the current digital era, social media platforms have become powerful marketing tools that influence consumer awareness, engagement, trust, and buying decisions. The main objective of the study is to analyse the influence of social media advertising and identify the key factors affecting consumer purchase intention.
The study is based on primary data collected from 160 respondents in Chennai city using a structured questionnaire. A proportionate random sampling method was adopted to ensure balanced representation of respondents. The collected data were analysed using statistical techniques such as correlation analysis, multiple regression analysis, and one-way ANOVA. Correlation analysis was used to examine the relationship between variables, regression analysis was used to identify the impact of social media advertising on purchase intention, and ANOVA was used to compare the effectiveness of different social media platforms.
The findings reveal that social media advertising has a strong and significant influence on consumer purchase intention. Factors such as content quality, trust, engagement, awareness, and advertising effectiveness play a crucial role in shaping consumer behaviour. The results also show significant differences in the effectiveness of social media platforms, with Instagram and YouTube emerging as the most influential platforms. The study concludes that social media advertising is a powerful tool that significantly enhances consumer awareness and positively influences purchase decisions.
Keywords: Social Media Advertising, Consumer Behaviour, Purchase Intention, Content Quality, Trust, Engagement, Awareness, Digital Marketing.
