A Study Of Customer Behavior In Regard To Digital Marketing With Special Reference To Chennai

Abstract

Introduction: Nowadays, social media marketing is one of the most effective ways to reach out to potential clients. The means of social interaction is through social networking websites. This article examines the concepts of social media marketing and social media promotion, as well as other topics such as the development and benefits of social media in marketing, the aspect and importance of social media in marketing, and social media promotion strategies. It also provides an overview of social media marketing in Chennai.

Objectives: To Customer behaviour in regard to digital marketing with special reference to Chennai City and to investigate the impact of social media marketing on customer purchasing decisions.

Methods: Quantitative research techniques are tailored to the objectives of this study. Empirical data were collected by sending polls to individuals. This study describes how individuals process information on social media and make choices before making a sale.

Conclusion: In comparison to traditional media, the data show that people use social media to actively seek information. During a knowledge search, however, information exposure is selective and subjective. The findings indicate that social media usage increases customer satisfaction during the stages of data search and alternative appraisal, with happiness magnified. The consumer progresses through the process toward the final buy decision and post-purchase review.