A STUDY ON CROSS CULTURAL ANALYSIS OF SOCIAL MEDIA MARKETING’S IMPACT ON YOUTH IN CHENNAI AND DUBAI WITH REFERENCE TO ZESTLOGIC SYSTEMS PVT LTD

Abstract

In the era of digital transformation, Organization embarked on a comprehensive study to explore the dynamics of social media use, marketing perceptions, and digital content consumption among 345 participants. Utilizing statistical methods such as Spearman's rho correlation, Mann Whitney U test, and Kruskal-Wallis H test, this research investigates the interrelationships between social media and marketing strategies within the framework of IT services like cloud computing, data analytics, operational technologies, IoT, and patent portfolio management. Supported by primary data collected through questionnaires via email and WhatsApp, this time-bound study connects demographic data with respondent behaviors to analyze the influences on buyer decisions. The goal is to use these insights to enhance Organization's marketing strategies, with the possibility for further studies to deepen understanding of various influential factors. The findings indicate significant correlations between social media engagement and brand perception, underscoring the importance of culturally sensitive and authentic marketing strategies. The study identifies specific digital engagement behaviors and preferences, emphasizing the need for Organization to tailor its marketing efforts to better meet audience expectations. Recommendations include refining marketing strategies to better align with consumer preferences and enhancing the cultural relevance of campaigns to boost marketing effectiveness. Keywords: Social media marketing, digital content consumption, demographic analysis, culturally sensitive marketing, buyer behavior.