A STUDY ON THE IMPACT OF SOCIAL MEDIA ADVERTISING ON COSMETICS IN MADURAI

This study addresses the lack of localized insights into how social media advertising influences consumer behaviour, purchasing decisions, and brand perceptions in regional market sectors. Despite the heavy use of platforms like Instagram, Facebook, and YouTube for cosmetics marketing, their effectiveness in shaping consumer choices and brand perceptions in Madurai is unclear. Additionally, there is a need to identify the challenges affecting the success of social media campaigns in this sector.