Impact of Social Media Marketing on Consumers’ Purchaseing in Mayiladuthurai District

Abstract

Purpose: The objective of the study is to examine the impact of social media marketing on the buying behavior of customer in Mayiladuthurai District with special reference to Instagram, YouTube, Facebook and WhatsApp. The study examined consumer reactions to social media ads, reviews, influencer endorsements and promotional offers. Design / Methodology /  Approach: The study follows a descriptive and analytical research design. Primary data were obtained from 225 consumers of the four taluks of Mayiladuthurai District namely Mayiladuthurai, Kuthalam, Sirkali and Tarangambadi using a structured questionnaire based on five point Likert scale. Data were analyzed using frequency and percentage and other proposed statistical methods.Finding: The results indicate social media advertisements and reviews have more agreement while promotional offers and overall social media influence have higher disagreement. The study emphasizes the necessity for social media tactics that are informed, trustworthy and consumer-oriented.