A STUDY ON THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BEHAVIOR: A FOCUS ON BRAND STRATEGIES

Abstract

Social media marketing has reshaped consumer engagement, influencing brand trust, perception, and purchasing behavior. This study examines the role of social media in consumer decision-making, with a focus on Arth Ayurveda. A survey of 60 respondents analysed their interaction with the brand’s digital presence, purchasing patterns, and trust levels. Findings indicate that social media is the primary source of brand awareness, with Instagram being the most influential platform. While 25 respondents purchased products after seeing promotions, 20 hesitated due to pricing concerns, and 9 cited a lack of product information. Furthermore, 49 out of 60 respondents would recommend Arth Ayurveda, reflecting a strong brand image. However, engagement remains passive, with only 9 commenting and 3 clicking product links. The study concludes that social media marketing significantly influences consumer behavior, emphasizing the need for interactive content, transparent product information, and strategic pricing to improve engagement and conversions.