A Comprehensive Analysis of Social Media Platforms and their Impact on E-Consumer Purchase Behavior (With Reference to Coimbatore City)

Abstract

In contemporary times, social media has emerged as a highly effective platform for establishing direct connections with prospective clients. Through deeper user engagement, community social networking sites have garnered customer trust and are predominantly utilized for social interactions. Since the beginning of the year, many manufacturers, wholesalers, and retailers have adopted social media marketing strategies. Marketers are increasingly exploring diverse social media channels and introducing innovative social initiatives at an unprecedented rate. The exponential expansion and rapid evolution of social media marketing are extraordinary, reflecting a transformative shift in promotional strategies. Recognizing its immense potential, multinational corporations have integrated social media marketing into their campaigns, significantly enhancing their outreach and engagement efforts. This paper examines the level of awareness among e-consumers regarding social media sites and analyzes the impact of social media advertisements on these consumers. Additionally, it provides a comprehensive overview of Coimbatore's social media marketing practices.