Author(s) :   Kiran

Abstract : In the contemporary digital landscape, social media has revolutionized the way businesses engage with consumers, offering unparalleled opportunities for brand-consumer interactions. This paper investigates the dynamics of social media marketing, focusing on consumers in the National Capital Region (NCR) and Haryana. Through a survey of 400 primary buyers in Delhi/NCR households, this study explores consumer attitudes and behaviors towards social media advertising. The research employs exploratory factor analysis to identify key factors influencing social media advertising effectiveness. Results reveal four significant components: Engagement and Affiliation, Avoidance Behavior, Sharing Behavior, and Perceptual Responses. These findings offer valuable insights for businesses seeking to optimize their social media marketing strategies in the dynamic digital landscape.

Keywords:Social Media Marketing, Consumer Behavior, etc.

DOI : https://doi.org/10.61161/ijarcsms.v6i10.1

Pages : 89-93

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