IMPACT OF SOCIAL MEDIA MARKETING

IMPACT OF SOCIAL MEDIA MARKETING

Arti Famda

Affiliation: Arti Famda is a final year student pursuing BBA Hons. in Business Analytics at Galgotias University, Greater Noida, Uttar Pradesh, India.

Postal Address: B-124 Alpha 1,Greater Noida ,Uttar Pradesh, India.

ABSTRACT

The popularity of social media marketing has been skyrocketing, as millions of people worldwide are sharing and creating content on an unprecedented scale. It is imperative for companies to capitalize on this opportunity. Although numerous studies are conducted on how social media can be used to enhance consumer behavior, a survey of 22 participants was undertaken to determine their perception of social media marketing. Instagram was found to be the most widely used platform, with 63.6% of the total participants having an account, and 70% of them spending more than an hour on social media. The survey revealed that online visibility has a significant impact on consumer behavior, and customer engagement is the most crucial element for companies adopting social media. The least significant factor, in contrast, is the time of posts. Additionally, 75% of respondents said social media was the best channel for contacting a company's target market, while 95% thought doing so would improve customer loyalty and revenues. The survey also discovered that customers are more likely to recommend a business than promotional deals that the company offers. The positive effects social media platforms may have on brand awareness, consumer loyalty, and foot traffic are highlighted in the research as evidence of the effectiveness of social media marketing.