Usage and Acceptance of Social Media Marketing on Consumer Buying Behaviour in Post-pandemic Period in Dindigul District

ABSTRACT In the wake of rapid digital transformation, social media has emerged as a powerful tool for businesses to engage with consumers and influence purchasing behavior. The COVID-19 pandemic further accelerated this shift, making social media platforms an integral part of consumer decision-making. Its primary objective is to examine the extent of usage, the level of acceptance, and the impact of social media marketing on consumer buying behavior in the post-pandemic context. A structured questionnaire was used to collect data from consumers, and various statistical tools were applied to analyze the influence of demographic and behavioral factors on social networking site usage. The results indicate that consumer characteristics such as gender, education, occupation, marital status, and family structure significantly shape the acceptance and usage of social media marketing. On the other hand, factors such as age, nativity, and monthly income were found to have minimal or no significant influence on consumer behavior. The study concludes that socio-demographic factors, particularly education, occupation, gender, and family composition, play an important role in determining consumer perceptions and acceptance of social media marketing. These insights provide useful guidance for marketers seeking to design demographic-specific, credible, and engaging campaigns that can build stronger consumer trust and positively influence purchasing decisions in the post-pandemic era.