Influence of Advertisement on Consumer Perception and Buying Practices
Dr. M .Renuga
Assistant Professor,
Department of Commerce,
Pioneer College of Arts and Science,
Jothipuram, Coimbatore -47
ABSTRACT
Social media is an influential medium as an advertising platform, which in turn has reshaped brand presence and has been the mean wherein businesses communicate with the world for the method of promotion of goods and services of them over the past ten years. With information and communication technologies experiencing exponential growth, the use of social media enables promotional strategies that are interactive, engaging, and far-reaching which in turn influence consumer awareness and purchasing decisions. This research aims to explore the consumer perception of social media advertising as one of the parts that come from the influencer marketing field and the impact of that on the choice of personal care products in the Tirupur district that result of patronage intention. A sample of 150 social media users and consumers selected through purposive sampling with the help of a structured questionnaire were the sources of the primary data. Descriptive and inferential statistical methods were employed to analyze the data. The results reveal that female consumers indicate a higher understanding of social media advertising and also have a stronger desire to buy personal care products compared to their male counterparts. Next, the entire four examined dimensions of social media advertising correspond positively and significantly with consumers' patronage intention to those. Among them, the one that is called “Interaction” goes the longest, whereas “Accessibility” is the part that pulls the least. The study sets the stage for the crucial role that well-planned, also interactive social media, is playing in driving consumer behavior change, especially in personal care.
KEY WORDS: Social Media Advertisement, Consumer Perception, Patronage Intention, Personal Care Products, Accessibility
