Study on Social Media Marketing

Abstract- The paper aims to find out about how social media marketing is changing in India by examining its impact on consumers and on brands. Using details gathered from 60 respondents, the study points out that Instagram and YouTube are the popular choices for young people in consuming brand material. The research points out that reels, stories, and ads from influencers win more consumers’ trust and make them more active. Moreover, as the study indicates, users are becoming more troubled by seeing ads too often, repeat advertising, and privacy concerns, so marketers should make sure they use ads that are both visible and meaningful to each consumer. Working on its own, the research uses the Technology Acceptance Model and Uses and Gratification Theory to explain factors affecting people’s preferences for media platforms. To sum up, recommendations are provided for marketers to tailor their content to the right audience and recommend appropriate actions, even though the sample size and region’s representation are limited. All things considered, this study highlights the progress in India’s digital marketing world and shares tips for better social media engagements. Keywords- Social Media Marketing, Consumer Behavior, Influencer Marketing, India, Instagram, Digital Advertising, Brand Engagement.