A study on the effectiveness of social media marketing on consumer behaviour in Mumbai

Abstract

Traditional advertising once relied heavily on media such as newspapers, television, and magazines. However, rapid technological advancements and the widespread adoption of social media platforms have transformed the way businesses communicate with consumers. Social media marketing has emerged as a cost-effective and efficient promotional tool that enables organizations to reach a larger audience within a shorter time span. It has also enhanced interaction between businesses and consumers, allowing firms to understand customer needs and preferences more effectively.

Compared to conventional marketing methods, social media marketing encourages greater consumer engagement by offering convenience, accessibility, and personalized content. This shift has contributed to changes in consumer attitudes, perceptions, and purchasing behaviour. Consumers today are more informed and rely heavily on online reviews, influencer recommendations, and brand presence on digital platforms before making purchase decisions.

The present study attempts to examine the evolving behaviour of consumers toward social media marketing in comparison with traditional marketing methods, with specific reference to Mumbai. The research is based on both primary and secondary data. Primary data was collected through structured questionnaires, while secondary data was obtained from journals, articles, and online sources. The collected data has been analysed using appropriate statistical techniques to derive meaningful insights. The findings highlight the growing influence of social media marketing on consumer decision-making and its increasing importance in modern business strategies.