A Study on Effectiveness of Social Media Marketing in Brand Promotion

Ms. LAVANYA A

Assistant Professor, Department of Management Studies, Nehru Institute of Technology, Coimbatore, Tamil Nadu

E-mail: a.lavanya0811@gmail.com

Mr. Sridharsan T

Student of II MBA, Department of Management Studies, Nehru Institute of Technology, Coimbatore, Tamil Nadu

E-mail: sridharbava2003@gmail.com

ABSTRACT:In the contemporary digital world, social media marketing has emerged as a vital tool for organizations to promote their brands and reach out to consumers in an effective manner. This particular study aims to assess the efficiency of social media marketing in promoting brands, focusing on consumer behavior in Coimbatore city. The main aim of conducting this particular research is to assess how social media sites such as Instagram, Facebook, and YouTube influence consumer behavior. The descriptive method of research has been used for conducting this particular research, and primary as well as secondary data have been used to gather information for conducting a thorough research on the particular topic.The results of the research have indicated that social media marketing is a vital factor for promoting brands and enhancing consumer interaction. The particular results have indicated that factors such as content and consumer interaction are vital for promoting brands. Moreover, electronic word-of-mouth has emerged as a vital factor for influencing consumer behavior. Thus, based on the results of the research, it can be stated that social media marketing is a vital tool for promoting brands and achieving competitive advantage for organizations.Keywords: Social Media Marketing (SMM), Brand Promotion, Brand Awareness, Customer Engagement, Consumer Behavior, Digital Marketing, Influencer Marketing, Online Advertising, Brand Loyalty, Social Media Platforms