A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING IN CONSUMER BEHAVIOUR IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

With social media becoming more important every day, many businesses have begun to use this communication medium as a way to engage customers and reach them with their products and services. Social media marketing has become a powerful way for businesses to get their messages out to potential customers. Research proposes to assess how social media affects customer behavior in the city of Madurai. For example, how social media content combined with online advertising, influencer marketing, customer reviews, and engagement activities create consumer awareness, preferences and purchase decisions. A descriptive research design was utilized for the data collection by way of primary data gathered from a sample of consumers residing in Madurai City through structured questionnaires. A relationship was established between exposure to social media and consumer decision-making patterns including brand trust, product evaluation and the intent to buy. The outcome of the study will provide information and strategies to local businesses in the city of Madurai on how to effectively use social media to attract and retain customers. This study will also demonstrate the increasing influence of digital platforms on local consumer markets.

References

1. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
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Keywords

Social Media Marketing, Consumer Behavior, Purchase Decisions, Digital Advertising, Madurai City.