EFFECT OF SOCIAL MEDIA DIGITAL MARKETING ON CONSUMER'S PURCHASE BEHAVIOUR TOWARDS SPICES BRANDS IN AHMEDABAD

The rapid growth of social media platforms has transformed marketing practices in the fast-moving consumer goods sector, particularly for spices brands. Digital marketing through platforms such as Instagram, Facebook, YouTube, and WhatsApp has enabled brands to communicate directly with consumers and influence their purchase decisions. The present study aims to examine consumers’ perception towards social media digital marketing of spices brands in Ahmedabad. The study also focuses on understanding how digital promotional activities create awareness, provide product information, and enhance brand reliability among consumers. Primary data were collected from 159 respondents in Ahmedabad using a structured questionnaire. The findings of the study indicate that social media advertisements significantly create awareness about spices brands and help consumers obtain product-related information. The results also reveal that social media posts influence consumers’ perception of product quality and improve trust towards spices brands. Overall, the study concludes that social media digital marketing plays a significant role in shaping consumers’ perception and positively influences their purchase behaviour towards spices brands in Ahmedabad. The study provides useful insights for marketers to design effective digital strategies to attract and retain consumers.