The Role of Social Media Marketing in Shaping Consumer Buying Decisions: A Behavioural Study (With Reference to Chennai City)

Abstract

In today’s interlinked world, digital marketing has transformed how firms reach and engage with their intended audiences. Companies that use online platforms and technologies can create personalised and interactive experiences that increase consumer engagement and loyalty. Digital Marketing uses websites, apps, mobile devices, social media, search engines, and other digital channels to endorse and sell products and services. Many of the same ideas apply to digital marketing as to traditional marketing, and it is often viewed as an additional tool for businesses to approach customers and understand their behaviour.