A Study On Awareness Of Indian Customers Towards Social Media Marketing – A Special Reference To Tamilnadu

Abstract

This study is targeted to empirically investigate the Indian consumer perceptions on social media advertisements. For this purpose 250 respondents are selected through convenience sampling method with interview schedule to collect the information about customers perceptive of social media marketing in Tamil Nadu especially in Thoothukudi district and analyse through multivariate analysis. The objective of the study is to analyse various factors of social media marketing and customer’s opinion about buying products. In this drive MANOVA has employed along with turkey post-hoc test. The results obtained are based on the output variables namely economic indicator, administrative indicator and purchase intention indicator with input variables such as sources of awareness, internet usage and number of visits per week. Economics indicator is significantly differing with sources of awareness but do not differ with number of visits per week and internet usage. It indicates that advertisements published in social media websites are perceived inversely depending on the website in which they appear