A Study on Impact of Customer Satisfaction Towards Social Media Reels and Short Videos on Purchase Decision in Erode District

A Study on Impact of Customer Satisfaction Towards Social Media Reels and Short Videos on Purchase Decision in Erode District

Dr.G.PUNITHA, Assistant Professor, Department of Commerce, Vellalar College for Women (Autonomous), Erode, punitha.g@vcw.ac.in,

Ms.S.VELVIZHI.,M.Com., M.Phil., SET, Department of Commerce, Vellalar College for Women (Autonomous), Erode, smvelvizhi1994@gmail.com,

Mrs.D.VIDHYA., MA., M.Phil., B.Ed., SET, Department of Commerce, Vellalar College for Women (Autonomous), Erode, vidhyasathis.vs@gmail.com,

ABSTRACT

Social media has rapidly evolved from a simple platform for communication and networking into a powerful global marketplace. Today, platforms such as Facebook, Instagram, and YouTube are no longer confined to connecting people but have become essential tools for businesses to market and sell their products and services directly to consumers. The integration of e-commerce features within these platforms has enabled businesses to reach a vast audience in a cost-effective and efficient manner. With billions of active users worldwide, social media commerce is reshaping traditional marketing and sales practices by offering personalized recommendations, influencer-driven promotions, and interactive content such as reels, stories, and live sessions. This transformation has not only made online shopping more engaging and convenient but also created new opportunities for small businesses and entrepreneurs to compete in the digital marketplace. As a result, social media has become an indispensable driver of consumer behavior, bridging the gap between entertainment, information, and commerce.

KEYWORDS: Instagram, YouTube, Social media