Effectiveness of Social Media Marketing on Consumer Purchase Decisions: An Empirical Study with Reference to AI Sprint Solutions

Authors: 

Dr.D.CHITRA M.B.A., M.Phil.,Ph.D., RAM KUMAR K

Department of Management Studies, Panimalar Engineering College Affiliated to Anna University, Chennai – 600 123, India

ABSTRACT

The proliferation of social media platforms has fundamentally transformed the dynamics of consumer-brand interaction, reshaping purchasing behaviour across industries. This study investigates the effectiveness of social media marketing strategies employed by AI Sprint Solutions, an IT services firm headquartered in Chennai, India, and their influence on consumer engagement and purchase decision-making. Employing a descriptive research design, structured questionnaires were administered to 215 respondents drawn from current and prospective clients of the organisation. Quantitative data were analysed using non-parametric statistical tools including the Chi-Square test, Mann-Whitney U test, Kruskal-Wallis H test, and Spearman's Rank Correlation. The findings indicate a significant positive correlation between active social media engagement and consumer purchase intent. Key determinants of effective social media marketing identified in the study include content quality, post frequency, platform relevance, and trust established through user-generated content. The study concludes with strategic recommendations for optimising digital marketing efforts to enhance consumer engagement and drive sustainable business growth.

Keywords: Social media marketing, consumer purchase decision, brand engagement, digital marketing, AI Sprint, non-parametric analysis