Social Media Marketing and Its Impact on Consumer Buying Behaviour with Special Reference to Coimbatore City

The research article aims to study the impact of end-user engagement activities on social media marketing. While numerous social media platforms exist, this study focuses on key platforms such as WhatsApp, Facebook, Instagram, and Telegram. The objectives include identifying respondents’ awareness of social media proposals in Coimbatore city, analyzing consumer buying behavior in digital marketing, estimating customer satisfaction with products sold through social media marketing, identifying problems in social media marketing, and providing suggestions for improvement. Data was collected from 150 respondents using a questionnaire and simple random sampling. Statistical tools employed include simple random sampling, the weighted average method, and Garrett’s ranking.