CONSUMER PERCEPTION ON INSTAGRAM AS A PLATFORM FOR SOCIAL MEDIA MARKETING IN TIRUCHIRAPPALLI CITY

Digital marketing involves utilizing internet-based channels, tools, and platforms to advertise products or services,connect with customers,and boost sales.It encompasses strategies like SEO, social media,content marketing,and paid advertising to reach a targeted audience effectively. Social media marketing involves using platforms like Facebook, Instagram,Twitter, and LinkedIn to promote products, engage with audiences, and build brand awareness. Consumer perception refers to how customers interpret and view a brand,product,or service based on their experiences,beliefs, and emotions. Instagram helps brands build awareness and engage audiences through visual content and interactive features like Stories and Reels. It also enables targeted advertising, making it a key tool for marketing and customer connection. It shapes their attitudes, purchasing decisions, and overall relationship with the brand. 150 respondents were selected through convenience sampling method from the Instagram users. Using SPSS Package tools such as chi square,student “t”test,Pearson correlation and Factor Analysis to test the variables.