A STUDY ON SOCIAL MEDIA MARKETING STRATEGIES OF E-COMMERCE BRANDS

Social media marketing has emerged as an essential strategy for e-commerce brands to attract customers, promote products, and influence purchasing decisions. This study analyses the effectiveness of social media marketing strategies adopted by e-commerce brands from the consumer perspective in Chennai District. The research focuses on customer engagement, content influence, purchasing decisions, and satisfaction levels. Primary data was collected from 185 respondents through a structured questionnaire. Statistical tools such as percentage analysis, chi-square test, and weighted average method were used for analysis. The findings reveal that social media platforms significantly influence consumer awareness, brand perception, and buying behaviour. However, issues such as excessive advertisements, misleading promotional content, and privacy concerns negatively affect consumer trust. The study concludes that effective and transparent social media marketing strategies can enhance customer engagement and improve business performance when implemented responsibly.