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A STUDY ON CONSUMER BEHAVIOUR RELATED TO SOCIAL MEDIA
MARKETING WITH REFERENCE TO CHENNAI CITY
Article · May 2023
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A STUDY ON CONSUMER BEHAVIOUR RELATED TO SOCIAL MEDIA
MARKETING WITH REFERENCE TO CHENNAI CITY.
HARINI.A
DR.C.SAHILA
Abstract
In today’s life social media plays a very important role of buying decisions of consumers. The purpose of this research is
to study consumer behavior related to social media marketing with reference to Chennai city. This study is an elaborative
research analysis which includes data and information about products and services which are easily accessed via all
types of Social Networking Sites including Facebook, Instagram, YouTube, WhatsApp, Twitter and others. The research
methodology used in this study is quantitative type and simple random sampling method was used to collect data.
Data were collected through questionnaire, a sample of 100 were distributed to people in Chennai. The questionnaire
mainly focuses on how people use social media for decision making and how social media influences consumer buying
behavior.
The implication of these findings suggests that the majority of the respondents prefers to purchase products and
services via social media. As a result, social media influence buying decisions and behavior of consumer and it also
helps organizations to do business with the help of computers online to create their own name in the business world.
INTRODUCTION
Social media marketing is the use of social media platforms to connect with your audience to build your brand, increase
sales, and drive website traffic. The term social media marketing (SMM) refers to the use of social media and social
networks to market a company’s products and services. Social media marketing provides companies with a way to
engage with existing customers and reach new ones while allowing them to promote their desired culture, mission,
or tone. Social media marketing has purpose-built data analytics tools that allow marketers to track the success of
their efforts. The major social media platforms (at the moment) are Facebook, Instagram, Twitter, LinkedIn, Pinterest,
YouTube, and Snapchat.
Social media marketing is the process of creating content for social media platforms to promote your products
and/or services, build community with your target audience, and drive traffic to your business. With new features
and platforms emerging every day, social media marketing is constantly evolving. social media shapes the customers
Journal of the Oriental Institute, ISSN: 0030-5324, UGC CARE LIST NO. 135,
Vol. 71, Issue. 01, No.16, 2022, pp. 87-94
*M.Com, Department of Commerce, SRM Institute of Science and Technology, Ramapuram Campus
**Assistant Professor, Department of Commerce, SRM Institute of Science and Technology, Ramapuram Campus
88 HARINI.A, DR.C.SAHILA
mindset about the products. This content can become viral or shared by the members in various social media. This is
called as viral marketing. Social media has a reach towards customers all over the world. It is used by most of the people
because it is of free of cost and is easily accessible to all. One important aspect in social media is the information shared
can be altered at any time whenever the people feels that the information shared has become outdated. Social media is
considered as user friendly because it does not require special training or skills to operate. The companies can make
the customers updated about their products and innovations or changes in their products. This helps people to know
more information about the products through social media. Most of the product categories information such as clothing,
food, cosmetics, real estate, electronics, educational courses, and bikes can be known through social media marketing.
The satisfaction of the customers of using social media may differ from person to person. Such social media marketing
has both positive impact as well as negative impact towards different people say for example, customers, companies,
etc. Some of the social media marketing tools available are search engine marketing, online public relations, online
partnerships, and interactive advertisements. These may include searching through online, Campaigns, Sponsorships,
YouTube Videos, E-mails, etc. In order to know how social media marketing plays a role and what are the various
impacts faced, various information’s can be collected through a proper survey towards customers.
THE MOST POPULAR SOCIAL MEDIA WEBSITES IN INDIA
Social Networking sites in India generate a huge amount of traffic compared with other countries, but it’s not just
population density that equates for this traffic. India is without a doubt becoming one of the most technologically active
countries in the world, producing talented graduates in the fields of IT, Engineering, Programming, Data Analysis,
among others. Many developers, start-ups and tech companies have started expanding into this country due to their
technological advancements. This early-development of technology is the major reason India is known for being most
active on social media. The number of users from India is growing exponentially as the internet becomes more accessible
in both urban and rural areas
FACEBOOK:
Facebook marketing is the practice of promoting a brand and maintaining its presence on Facebook. Facebook marketing
refers to both organic (free) postings/interactions, and paid, or “boosted” posts.
INSTAGRAM:
Instagram is a staple of many small businesses’ marketing campaigns. And for good reason. It has a large and diverse
audience of over ohly active users and 500 million daily users on Instagram Stories that are happy to engage with brands,
resulting in high engagement overall.
TWITTER:
Twitter marketing is an idea, or plan that involves putting money and energy into creating a strategy that will drive
traffic, engagement and sales for your business. It can be especially effective for brands that put a focus on politics, blue
collar industries, the media industry, and B2B sales.
SKYPE
Skype allows users to communicate over the Internet by voice using a microphone, by video using a webcam, and by
instant messaging. Skype-to-Skype calls to other users are free of charge, while calls to landline telephones and mobile
phones (over traditional telephone networks) are charged via a debit-based user account system called Skype Credit.
A STUDY ON CONSUMER BEHAVIOUR RELATED TO SOCIAL MEDIA ............CHENNAI CITY 89
LINKEDIN:
LinkedIn is Facebook’s professional cousin. It’s perhaps the only platform where its audience is clearly defined: Working
professionals looking to network and seek out new opportunities. That makes it the ideal platform for B2B companies
looking to identify key decision-makers and build an industry-specific community.
YOUTUBE:
YouTube marketing is a strategy that involves creating videos and uploading them on YouTube to promote a brand or a
product and gain more exposure. It helps companies boost traffic, increase their customer base, and reach new audiences.
HIKE MESSENGER
Hike Messenger is a cross-platform instant messaging service for smartphones that uses the internet for communication.
In addition to text messaging, users can send each other graphical stickers, emoticons, images, videos, audios, files,
voice messages, contacts and user location.
GOOGLE
Google has been slowly increasing and upgrading its features in the last few years. The positive thing about the social
networking site is it allows you to customize and organize people and interests into “circles”.
INSTAGRAM
In 2012, Instagram was bought by Facebook for around $1 billion and doubled its base of monthly active users in India
during the period between September 2015 and September 2014, reported the Economic Times.
WECHAT
WeChat is a cross-platform instant messaging service developed by Tencent in China, first released in January 2011. It
is one of the largest standalone messaging apps by monthly active users.
PINTEREST
Pinterest marketing is a set of tactics that incorporate Pinterest into your business’s bigger social media marketing
strategy to reach new audiences and grow awareness for your brands and products.
LITERATURE REVIEW:
Mukhaini (2014) studied on impact of using social media on consumer buying behavior. With the objective to understand
which type of products mostly purchased using social media that are mostly used by consumers in Oman. The study
shows that Instagram is the most suitable social media site for the Omani consumers to buy their preferred product
(fashion) online.
Voramontri & Klieb (2018) clears about the impact of social media on consumer behavior and states that social
media users found decision making to be easier and enjoyed the process more, when compared to those who used
other information sources, i.e., T.V., Radio, Newspapers etc. Social media has enabled marketers to access and monitor
consumer opinions on a continual instant basis by listening- in and participating in online conversations.
90 HARINI.A, DR.C.SAHILA
Putter (2017) concludes that an emerging focus of marketers is on the use of user generated content that is created by
consumers in response to specific brands and influences the perception of other consumers. Factors that influence brand
perception and intention to buy include things like views of others posted, demonstrated in social media post.
STATEMENT OF THE PROBLEM
Social media plays a major role in the modern world. Most of the customers make use of these social media marketing
services provided by various companies through different social media. The main problem is, since social media involves
both pros and cons where the cons will be a greater risk of security issues. The customers also face a risk of hackers
stealing information about the people from social media. Moreover, the customers face various other problems through
social media marketing. The extent to which the social media marketing is positive, to the same extent it is also negative.
Therefore, it is important to know the various impact of social media marketing towards customers’ point of view, so
that the customers may take a due care while accessing through social Medias.
OBEJECTIVE OF THE STUDY:
•• To study the concept of social media marketing.
•• To analyze the impact of social media on consumer buying behavior.
•• To analyze the consumer preferences, likes, and dislikes in purchasing a product or services via social media.
RESEARCH METHODOLOGY
This study focuses on the impact of social media platform on consumer buying behavior in Chennai city. The targeted
population is people in Chennai city. The sample size for the study is 100. The study will adopt the simple random
sampling technique. The geographical location of the study will be Chennai city.
DATA ANALYSIS AND INTERPRETATION
Indicates the gender of the respondents.
Gender No of respondents Percentage
Male 50 50
Female 50 50
Total 100 100
A STUDY ON CONSUMER BEHAVIOUR RELATED TO SOCIAL MEDIA ............CHENNAI CITY 91
Usage of Social Media
Particulars No of respondents Percentage
Yes 100 100
No 0 0
Total 100 100
PROMOTING A BRAND
Particulars No of respondents Percentage
Yes 92 92
No 8 8
Total 100 100
92 HARINI.A, DR.C.SAHILA
Particulars No of respondents Percentage
Yes 68 68
No 42 42
Total 100 100
INFLUENCED BY SOCIAL MEDIA
PURCHASE PRODUCTS FROM SOCIAL MEDIA PAGES
Particulars No of respondents Percentage
Yes 92 92
No 8 8
Total 100 100
A STUDY ON CONSUMER BEHAVIOUR RELATED TO SOCIAL MEDIA ............CHENNAI CITY 93
NUMBER OF PRODUCTS PURCHASED THROUGH SOCIAL MEDIA
Particulars No of respondents Percentage
1-5 16 16
5-10 12 12
More than 10 24 24
Almost everything 40 40
Nothing 8 8
Total 100 100
OPINION AFTER A PURCHASE VIA SOCIAL MEDIA
Particulars No of respondents Percentage
Strongly agree 31 31
Agree 22 22
Neutral 0 0
Strongly disagree 6 6
Disagree 41 41
Total 100 100
94 HARINI.A, DR.C.SAHILA
FINDINGS:
•• Majority of the respondents to the gender are equal.
•• Majority of the respondents use social media.
•• Majority of the respondents think social media plays an important role in promoting a brand.
•• Majority of the respondents feel that their purchase is influenced by social media.
•• Majority of the respondents shop products from social media pages.
•• Majority of the respondents purchased almost all products and services using social media.
•• Majority of the respondents strongly disagree that they feel encouraged to voice out your opinion after a purchase
via social media.
SUGESSTIONS AND RECOMMENDATIONS
Based on this study some suggestions and recommendations are put forward to social media marketers to improve
their services. Hence this study finds out that the people of Chennai are using social media to consume various range
of products. This helps out marketers to higher their sales. Regarding to this study some suggestion for them to win
the social media market they are, Good social media marketing requires in-depth knowledge of its organization and a
solid plan of how it can be used to achieve business goals. Before attempting to promote them business on the various
networks, think about social media marketing not as a temporary solution that will get marketers traffic now and second
one is They don’t want to risk losing visitors and potential customers, make sure they have a very specific social media
marketing schedule that you stick to no matter what.
SUMMARY AND CONCLUSION
The study was conducted to assess the influence of social media in consumer buying behavior of people in Chennai.
At the end of the findings, the study revealed that respondents buying behavior under social media context are greatly
influenced by social media sites and apps. No doubt that social media had brought major changes to both, consumer
as well as businesses. The research has shown that consumers are highly selective while making a purchase. Now the
consumer is the king who can get all the information regarding a product or services by simply speaking with each other.
REFERENCE:
1. https://www.google.com/
2. https://www.wikipedia.com
3. https://www.instagram.com
4. https://www.facebook.com
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