SOCIAL MEDIA MARKETING AND CONSUMER PURCHASE BEHAVIOUR: A STUDY OF CONSUMER ENGAGEMENT, SHOPPING PREFERENCES AND TRUST IN TIRUPATTUR DISTRICT

Abstract

Social media has become an influential platform for product promotion, information sharing, and customer decision-making. This study examines the role of social media marketing in shaping consumer buying behaviour in Tirupattur District. This study covers consumers' demographic profiles, social media usage and engagement, preferences between social media and traditional shopping, and consumer trust and satisfaction. The study collected primary data from 120 respondents through a structured Google Form questionnaire using convenience sampling. The collected data were analysed using simple percentage analysis. The results indicate that Instagram is the leading platform, used by 66.66 percent of respondents, while 82.50 percent access social media daily. Smartphones are the primary access device for all respondents. Social media advertisements, influencer content, and product reviews contribute significantly to product awareness and evaluation. A majority (83.33 percent) of respondents believe social media offers better deals than traditional shopping. However, concerns about payment security, counterfeit products, and advertisement authenticity remain. Despite these issues, 88.33 percent are willing to continue purchasing products promoted through social media. The study recommends greater transparency, secure payment systems, authentic promotional content, and effective after-sales support to improve consumer confidence.