Influence Of Social Media Marketing Strategies On Digital Consumers Purchase Decisions In Chennai District

Abstract

Social media marketing has revolutionized consumer-brand interactions, significantly impacting purchase decisions. This study examines the influence of different social media marketing strategiesadvertisements, influencer promotions, and brand postson digital consumer purchase decisions across various demographic groups in Chennai District. With the increasing reliance on digital platforms, businesses leverage social media to engage consumers through targeted campaigns, interactive content, and influencer endorsements. The research employs a quantitative approach using surveys to analysed age, gender, income, and education levels shape consumer responses to social media marketing. ANOVA tests were conducted to determine statistical differences in purchase behaviour based on demographic factors. The findings indicate that while some strategies, such as influencer marketing and brand engagement, strongly influence younger consumers, other factors like reviews and promotions appeal to a broader audience. This study provides insights into businesses can optimize their social media marketing strategies to enhance engagement and drive sales. By understanding the varying effects of marketing tactics on different consumer segments, brands can develop more targeted and effective digital campaigns tailored to the Chennai market.