TO ANALYZING ROI (RATE OF INVESTMENT) OF SOCIAL MEDIA MARKETING EFFORTS

TO ANALYZING ROI (RATE OF INVESTMENT) OF SOCIAL MEDIA MARKETING EFFORTS

  Amudha¹,

   Bharanidharan²

Assistant professor,Department of Management Studies,

KangeyamInstitute of Technology, Kangeyam-638108, Tamilnadu, India.

II-MBA,Department of Management Studies, Kangeyam Institute of Technology,

 Kangeyam-638108,Tamilnadu, India.

¹Corresponding Author: Mail id: kishorammumba@gmail.com

ABSTRACT

This study analyzes the Return on Investment (ROI) of social media marketing efforts using statistical methods to evaluate the relationship between user behavior, advertisement influence, engagement, and purchase intention. Primary data were collected from 100 respondents and analyzed through descriptive statistics, correlation, regression, and ANOVA techniques. The descriptive results indicate that engagement level recorded the highest mean score (3.72), followed by advertisement influence (3.57) and purchase intention (3.41), showing generally positive responses toward social media marketing activities. Correlation analysis revealed strong positive relationships, particularly between engagement and purchase intention (r = 0.75) and advertisement influence and purchase intention (r = 0.72), indicating that higher engagement and effective advertising significantly increase consumer buying interest. Regression results showed a strong model fit (R = 0.81, R² = 0.66), meaning that 66% of the variation in purchase intention is explained by the selected variables, while ANOVA findings (F = 19.52, p < 0.001) confirmed the overall statistical significance of the model. Among all predictors, advertisement influence emerged as the strongest factor affecting purchase intention (β = 0.44), followed by engagement and time spent on social media. The study concludes that social media marketing significantly contributes to ROI when supported by engaging content, targeted strategies, and data-driven decision-making, demonstrating that systematic statistical evaluation of digital marketing performance enables organizations to optimize investments, improve campaign effectiveness, and achieve sustainable growth.

KEYWORDS:

Social Media Marketing, Return on Investment (ROI), Consumer Engagement, Purchase Intention, Statistical Analysis.