A STUDY OF IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOR
SANJAY V, DR. KABITHA R. J 2
1MBA Student, Sathyabama Institute of Science and Technology, Chennai
2Assistant Professor, School of Management Studies, Sathyabama Institute of Science and Technology, Chennai
ABSTRACT:
Social media marketing has transformed the way businesses interact with consumers and influence their purchasing decisions. This study examines the impact of social media platforms such as Instagram, Facebook, and YouTube on consumer buying behavior. The research highlights how online advertisements, influencer marketing, and customer reviews affect awareness, interest, and purchase decisions.
The study is based on primary data collected from 110 respondents using a structured questionnaire. Various statistical tools such as percentage analysis, Chi-square test, ANOVA, and correlation analysis were used to interpret the data. The results indicate that a majority of consumers actively engage with social media platforms and rely on them for product information, comparisons, and feedback before making purchase decisions.
It is observed that social media advertisements significantly increase product awareness, while customer reviews and ratings strongly influence consumer opinions and trust. Influencer marketing and video content also play an important role in attracting customers and encouraging them to try new brands. Additionally, discounts and promotional offers shared through social media platforms further motivate consumers to make purchase decisions.
The findings suggest that social media plays a significant role in shaping consumer preferences, increasing brand awareness, and driving sales. It also enhances customer engagement and helps businesses build long-term relationships with their customers. However, issues such as fake reviews, misleading advertisements, and data privacy concerns remain challenges for marketers.
In conclusion, social media marketing has become an essential tool for businesses to stay competitive in the digital era. Companies like Suncity Electricals can leverage effective social media strategies to improve customer engagement, strengthen brand image, and increase overall business performance.
Keywords: Social Media Marketing, Consumer Behavior, Online Advertising, Influencer Marketing, Digital Marketing
