The Influence Of Social Media Marketing On Consumers’ Purchase Decisions In Cuddalore District

Abstract

The manner in which businesses interact with consumers has changed as due to of the quick development of digital technology and the increasing availability of the internet. Social media, among other digital platforms, has become an effective form of marketing that helps businesses interact with customers, raise brand awareness, and influence the purchasing decisions more successfully than with traditional approaches to marketing. The purpose of this study is to look into exactly how social media marketing influences consumers' decisions to shop online. It looks at how key elements of social media marketing, such as trust, influencer marketing, electronic word of mouth advertisements, and content quality, impact consumer behavior. The study also seeks to understand how geographic factors impact customer responses to social media marketing. The study's goal is to provide recommendations for developing effective district-wide social media marketing strategies in its conclusion.

Design / Methodology / Approach:

The study uses a survey method and a descriptive research methodology to gather primary data from Cuddalore District consumers who frequently purchase online using social media platforms. 280 consumers who were chosen by simple random sampling were given a structured questionnaire to complete both online and offline in order to collect data. To investigate the impact of social media marketing variables on customers' purchase decisions, the obtained data were analyzed using percentage analysis, descriptive statistics, correlation analysis, and ANOVA.