A STUDY ON EFFECTIVENESS ON THE SOCIAL MEDIA MARKETING

The study analyzed the efficacy of social media marketing in the context of Life Technologies and the impact that it had on consumer awareness, engagement and purchasing behavior. From the feedback of 120 consumers, it was revealed that social media plays an important role in influencing consumer behavior. The study revealed that 80% of the participants were aware about the social media presence of Life Technologies and 70% of them reported that social media marketing influenced their purchasing behavior. Instagram was the platform with the highest influence on purchase decision making, while videos and reels were considered the most liked format of content among the consumers. Quality of content and product information were found as the major factors behind the success of marketing efforts. It is also evident from the results that consumer engagement was not limited to the purchase process only. Many of the participants felt happy about the interaction on social media of the organization and recommended the brand to other people as well. This shows that effective social media marketing can lead to awareness, engagement, purchase behavior and word of mouth recommendations simultaneously. Chi Square test also indicated the existence of a significant association between age group Thus, the study suggests that a good social media marketing strategy does not necessarily imply high frequency of posts and followers. Instead, it implies delivering relevant information to the right people using the right medium in an appropriate form. Social media marketing of Life Technologies will benefit from a greater emphasis on video, informative material, communication tailored for specific platforms, collaboration with influencers and interactions with customers.

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