The Impact of Social Media Marketing on Consumer Buying Behaviour: Evidence From Coimbatore District
Authors-Assistant Professor Ms. V. Priyanka, Mr. Donald Joby
Keyword-social media marketing, consumer buying behaviour, digital marketing, purchase intention, online reviews.
The rapid development of digital technology has transformed the marketing environment, with social media platforms becoming an important channel for communication between businesses and consumers. Social media marketing enables organizations to promote products, share information, and engage with customers in a more interactive manner compared to traditional marketing methods. This study examines the impact of social media marketing on consumer buying behaviour in Coimbatore District, Tamil Nadu, India. The objectives of the study are to analyze the level of social media usage among consumers, identify key social media marketing factors influencing purchase decisions, and examine the relationship between social media marketing activities and consumer buying behaviour. Primary data were collected from 150 respondents using a structured questionnaire. The study employed descriptive statistics, percentage analysis, mean score analysis, correlation analysis, and regression analysis to examine the relationship between social media marketing variables and consumer purchase behaviour. The findings reveal that social media marketing significantly influences consumer buying decisions. Among the various factors examined, online customer reviews were found to have the strongest influence on consumer purchase intention, followed by influencer marketing and promotional offers. The regression results indicate that social media marketing variables explain a considerable portion of the variation in consumer buying behaviour. The study highlights the growing importance of social media platforms as effective marketing tools for businesses. The findings suggest that organizations should focus on creating engaging digital content, encouraging customer reviews, and collaborating with social media influencers to enhance consumer engagement and purchasing decisions.
Doi-[https://doi.org/10.5281/zenodo.20353221]