A COMPARATIVE STUDY OF ANALYZINGCONSUMERBEHAVIOUR ON IDENTIFYING ADVERTISEMENTTRUSTWORTHINESS BETWEEN SOCIAL MEDIA PLATFORMSANDTV CHANNELS IN THE POONAMALLEE REGION

Aim: - The efficiency of social media platforms and Sriperumbudur TVstations inrapidlyreaching the target population during product debuts is compared in this study. It seekstodetermine the most effective media, assess its benefits and drawbacks, andofferrecommendations to marketers on how to optimize product launch strategies inSriperumbudur. Materials and methods: - This study, conducted at Saveetha University, aimed to compare the reliability of TV channel and social media advertisements intheSriperumbudur region. A sample size of 384 was determined using a sample calculator, with192 respondents for each group (TV watchers and social media users). Google Forms wereused to collect data, which was then analyzed using Microsoft Excel and SPSSsoftware. Conclusion According to the survey's findings, social media advertisements have a greaterimpact on consumers' decisions to buy, even if TV advertisements are seen as more reliableand trustworthy. The vast majority of respondents acknowledged that advertisements onsocial media have a greater impact on their decisions to buy than advertisements on television. This implies that social media's interactive features and capacity for tailored advertisingarevery successful in increasing customer engagement and conversion. As a result, companiesshould use TV advertisements to increase brand awareness and credibility while alsogivingsocial media advertising top priority as a crucial medium for influencing consumer decisions.