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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM60191
Volume:
10 |
4 |
April 2026
Pages:
1-17
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Commerce
Dr. Ambedkar Government Arts College
Commerce
Dr. Ambedkar Government Arts College
This study examines the impact of social media advertising on consumer behaviour, particularly focusing on consumer purchase intention in Chennai city. In the current digital era, social media platforms have become powerful marketing tools that influence consumer awareness, engagement, trust, and buying decisions. The main objective of the study is to analyse the influence of social media advertising and identify the key factors affecting consumer purchase intention. The study is based on primary data collected from 160 respondents in Chennai city using a structured questionnaire. A proportionate random sampling method was adopted to ensure balanced representation of respondents. The collected data were analysed using statistical techniques such as correlation analysis, multiple regression analysis, and one-way ANOVA. Correlation analysis was used to examine the relationship between variables, regression analysis was used to identify the impact of social media advertising on purchase intention, and ANOVA was used to compare the effectiveness of different social media platforms. The findings reveal that social media advertising has a strong and significant influence on consumer purchase intention. Factors such as content quality, trust, engagement, awareness, and advertising effectiveness play a crucial role in shaping consumer behaviour. The results also show significant differences in the effectiveness of social media platforms, with Instagram and YouTube emerging as the most influential platforms. The study concludes that social media advertising is a powerful tool that significantly enhances consumer awareness and positively influences purchase decisions.
KEYWORDS
The study concludes that social media advertising has a significant and positive influence on consumer behaviour, particularly in shaping awareness and purchase decisions. The results from correlation, regression, and ANOVA analyses clearly indicate that variables such as content quality, trust, engagement, and awareness are strongly and positively associated with consumer purchase intention. Among these, awareness is found to be the most influential factor, highlighting that effective advertisements first succeed by informing consumers, which subsequently leads to purchase decisions. Trust in advertisements and content quality also emerge as major determinants, indicating that consumers are more likely to respond positively when they perceive advertisements as credible, informative, and reliable. Furthermore, engagement activities such as likes, shares, comments, and influencer interactions further strengthen consumer interest and increase the likelihood of purchase. The study also reveals significant differences in the effectiveness of various social media platforms, with Instagram and YouTube being the most influential due to their visual and interactive nature, while Twitter/X and LinkedIn show comparatively lower impact on consumer behaviour. Overall, social media advertising is found to be a powerful marketing tool that not only increases brand awareness but also directly influences purchase decisions. Hence, it can be concluded that businesses should focus on creating high-quality, trustworthy, and engaging content and strategically utilize highly effective platforms to maximize consumer reach and conversion rates.
Sheela, Kalaiselvi (2025), Social Media Advertising And Consumer Behaviour In Chennai City, Journal of Neonatal Surgery, Vol. 14 No. 12S (2025). Srinivasan, T., Ramesh, P., & Meena, L. (2023). Psychological impacts of social media ads on consumers in Chennai. Consumer Insights Review, 17(1), 45-59. Nandhini, S., & Balaji, R. (2024). The influence of video-based social media ads on consumer behavior: Evidence from Chennai. Asian Journal of Marketing Research, 19(2), 87-101. Ranjith, M., & Ramachandran, P. (2020). Social media marketing and its impact on consumer buying behavior: A study with reference to Chennai city. Journal of Marketing and Consumer Research, 54, 49-57. Natarajan, R., & Thavapalan, N. (2019). Impact of social media on consumer decision- making: A case study of Chennai city. International Journal of Marketing, 7(3), 89-97. Raj, M. S., & Karthikeyan, P. (2021). Consumer behavior on social media: A case study of Chennai-based consumers. Global Journal of Marketing and Business Communication, 9(4), 27-39. Krithika Krishnan, Jamunarani (2025), Influence Of Social Media Marketing On Buying Behaviour In Chennai City, International Journal of Environmental Sciences, ISSN: 2229- 7359Vol. 11 No. 24s, 2025
Publication Date
4/27/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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The authors declare no conflict of interest related to this research work.
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