IMPACT OF SOCIAL MEDIA ON PURCHASING BEHAVIOR OF CUSTOEMR WITH REFERENCE TO SATHYAMANGALAM TAULK

The research has demonstrated the powerful impact of social media on consumer buying behavior in the digital age. Undoubtedly, social media has brought significant changes for both consumers and businesses. Findings indicate that consumers are highly selective when making purchase decisions. Although social media provides abundant data and sources of information, consumers’ personal attitudes continue to play a decisive role in shaping their choices. The quality and relevance of content on social media have a substantial influence; therefore, marketing efforts must ensure consumer-oriented content. Social media marketing is not limited to creating awareness or promoting sales—it extends to nurturing and strengthening long-term relationships between consumers and corporations. In today’s digital marketplace, the consumer is considered the “king,” with easy access to information about products and services through peer interactions. Consequently, companies and marketers must be particularly cautious of negative word-of-mouth on social media, as it can seriously damage a company’s reputation.   Many individuals also acknowledge that social media allows them to share their opinions and communicate more effectively with both other consumers and corporations. This medium has undoubtedly bridged the gap between brands and their audiences. Recognizing this, companies are making continuous efforts to foster stronger consumer connections by encouraging them to share their views, feedback, and experiences. Organizations that adopt an integrated strategic approach to social networking platforms are proving to be the most successful in acquiring, engaging, influencing, and retaining customers. Factors influencing consumers’ brand perception and purchase intentions include strategies aligned with consumer perspectives and the opinions of social media content creators. However, such strategies require ongoing attention and refinement. Therefore, companies employing these methods must be prepared to continuously optimize their marketing practices to retain existing customers and enhance customer lifetime value.

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