A Study on Consumer’s Behaviour towards Social Media Marketing with special reference to Chickballapur District
DOI:
https://doi.org/10.53983/ijmds.v13n6.004Keywords:
Social-Media Marketing, Consumer Behavior, Consumer Perceptions, Platform, Digital TransformationAbstract
The current buzzword “social media” has brought about changes in the way traditional marketing activities are being carried out. It has not only brought about a revolution; it has changed the way marketers get involved with their consumers through innovative strategies. Through this paper, the authors aim to study the phenomenon of consumer behaviour in relation to social media marketing, and investigate the several possibilities social media channels have a bearing on the decision-making of the consumer and subsequently brand engagement. Digital transformation and its applications have ensured that social media has become the “default platform” for employing strategies for a target market and allowing companies to find innovative ways to reach their respective audiences. The authors examine the impact of social media through several platforms, focusing on how it influences consumer perceptions, interactions, and engagement. The pivotal role of content quality alongside personalization to ensure consumer engagement is highlighted. This study aims to educate marketers on optimizing their social media strategies to enhance brand loyalty and superior consumer relationships. By providing insights to pundits of digital marketing, this study strives to advance our understanding, facilitating easier exploration of the social media domain.
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