A STUDY ON IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BRAND PREFERENCE WITH SPECIAL REFERENCE TO PALAKKAD DISTRICT IN KERALA

Authors:

VISMAYA A,

vismayamanikandan20@gmail.com, Student II MBA, Department of Management Studies, Nehru Institute of Technology, Coimbatore, Tamil Nadu.

LAVANYA A,

a.lavanya0811@gmail.com, Assistant professor, Department of management Studies, Nehru institute of technology, Coimbatore, Tamil Nadu.

ABSTRACT:

           This study examines the impact of social media marketing on consumer brand preference in Palakkad district. With the rapid growth of digital platforms, businesses increasingly rely on social media to influence consumer behaviour. The study analyses key factors such as consumer exposure, perception, brand awareness, brand preference, and engagement.

           Data was collected from 130 respondents using structured questionnaires and analysed using statistical tools including percentage analysis, one-sample t-test, regression, and correlation analysis. The findings reveal that consumers have significant exposure and positive perceptions toward social media marketing.

          However, social media marketing does not show a significant impact on brand awareness, brand image, or brand preference. Additionally, no significant relationship was found between consumer engagement and brand preference. The study highlights the need for more effective and targeted social media strategies to influence consumer decisions.

Keywords: Consumer behaviour, Brand preference, Social media marketing.