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

Aim: - The efficiency of social media platforms and Avadi TV stations in rapidly reachingthe target population during product debuts is compared in this study. It seeks to determinethe most effective media, assess its benefits and drawbacks, and offer recommendationstomarketers on how to optimize product launch strategies in Avadi. Materials and methods: -This study, conducted at Saveetha University, aimed to compare the reliability of TVchannel and social media advertisements in the Padi region. A sample size of 384 was determinedusing a sample calculator, with 192 respondents for each group (TV watchers andsocial media users). Google Forms were used to collect data, which was then analysedusingMicrosoft Excel and SPSS software. Conclusion According to the survey's findings, social media advertisements have a greater impact on consumers' decisions to buy, evenif TVadvertisements are seen as more reliable and trustworthy. The vast majority of respondentsacknowledged that advertisements on social media have a greater impact on their decisionstobuy than advertisements on television. This implies that social media's interactive featuresand capacity for tailored advertising are very successful in increasing customer engagement and conversion. As a result, companies should use TV advertisements to increase brandawareness and credibility while also giving social media advertising top priority as a crucial medium for influencing consumer decisions.