IMPACT OF DIGITAL MARKETING AND SOCIAL MEDIA ON CONSUMER BEHAVIOUR IN KOLLAM DISTRICT, KERALA

This study explores the influence of digital marketing and social media platforms on consumer behaviour in Kollam District, Kerala. With the exponential rise in digital interactions and e-commerce activities, marketers are increasingly turning to social media and digital channels to reach and influence consumers. This research investigates the impact of content quality, frequency of exposure, influencer marketing, and trust in digital platforms on purchase decisions and brand engagement. Data collected from 731 consumers across Kollam reveal that content quality and platform trust significantly affect consumer purchase behaviour. Moreover, consumers who frequently interact with brands via social media demonstrate higher brand loyalty and purchasing intention. The findings offer valuable insights for marketers aiming to craft effective digital campaigns in regional markets like Kollam.