A Study on the Impact of Social Media on Marketing

Social media marketing has emerged as a cornerstone of modern marketing strategy due to its cost-efficiency, personalization, and broad reach. This research investigates how social media influences consumer behaviour, marketing approaches, and brand-customer relationships. Using Grocebin.com in Sitamarhi, Bihar, as a case study, the study evaluates customer responses, brand perception, and purchasing patterns in response to social media engagement. Findings suggest that while social media enhances brand awareness and customer engagement, challenges like trust and product quality still hinder full conversion into consistent online behaviour.