A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR - DIGITAL MARKETING SECTOR, CHENNAI.

Abstract: Nowadays, businesses rely heavily on social media to shape how people decide what to buy - it's part of everyday digital outreach. Looking closely, this work explores how those online efforts sway shopper choices. Information came straight from users answering questions online, mainly folks active on Instagram, Facebook, or YouTube. A clear structure guided the approach, focusing on individuals easy to reach through shared networks. To spot patterns, methods like correlation and regression ran inside IBM SPSS Statistics software. Numbers helped show just how strong the links are between platform activity and actual purchases.
What researchers found shows social media features - like ads, special offers, or feedback from users - shape how people decide what to buy. Because of these tools, companies can grow recognition for their name, gain confidence from buyers, while sparking real conversations. In the end, smart use of social networks shifts how customers act, becoming key within today’s online promotion Landscape.

Keywords: Brand Engagement, Consumer reviews, Social media marketing, Online social network services, Brand awareness, Purchase intent, Internet advertising.