A Study on The Impact of Social Media Marketing on Customer Behavior at DFM Foods

This study explores the impact of social media marketing on customer behavior with specific reference to DFMFOODS. It examines how various elements such as advertisement creativity, platform engagement, customerreviews, and promotional content influence consumer awareness, interest, and purchase decisions. Using astructured questionnaire, data was collected from 127 respondents and analyzed using statistical tools including Chi-Square tests and ANOVA. The findings reveal that social media plays a significant role in shaping customer perceptions and buying behavior, though awareness and engagement with DFM FOODS' social media presence remain limited. The study highlights the need for improved digital strategies to boost brand visibility and customer interaction online.