Authors: A Banu, Associate Professor Dr. T. M. Hemalatha
Abstract: Social media marketing has emerged as a powerful tool in influencing consumer behavior and driving the success of e-commerce businesses. With the rapid growth of digital platforms such as Instagram, Facebook, YouTube, and WhatsApp, online retailers increasingly rely on social media to attract, engage, and retain customers. This study aims to analyze the role of social media marketing in shaping e-commerce success by examining consumer awareness, purchasing behavior, engagement levels, and perceived effectiveness of social media campaigns. Primary data were collected through a structured questionnaire from 200 respondents actively involved in online shopping. Statistical tools such as Percentage Analysis, Correlation, Chi-Square Test, and One-Way ANOVA were applied to analyze the data. The findings reveal a significant relationship between social media marketing strategies and e-commerce performance, indicating that social media plays a crucial role in enhancing brand visibility, customer trust, and sales growth.
DOI: http://doi.org/
