Authors: Suraj Kumar, Dr. Priyadarshini Singh
Abstract: Social media has fundamentally reshaped the marketing landscape by enabling organizations to communicate directly with consumers at scale. This study examines the role of social media marketing (SMM) in creating and strengthening brand awareness among Indian consumers. Employing a descriptive-analytical design, primary data were collected via a structured questionnaire from 100 respondents representing diverse demographic profiles, while secondary data were sourced from peer-reviewed journals, industry reports, and government publications (2013–2026). Statistical analysis included frequency distributions, percentage analysis, cross-tabulation, and Likert-scale interpretation. Findings reveal that SMM significantly enhances brand visibility, recall, and consumer engagement. Instagram, Facebook, and YouTube emerged as the most impactful platforms. Influencer marketing was found to be a particularly effective trust-building mechanism, especially among younger cohorts. Content quality, posting consistency, and interactive features were identified as critical drivers of engagement. Moderate trust in online advertising and information overload were noted as persistent challenges. The study contributes theoretical and managerial insights, supporting the integration of SMM as a core strategic tool for brand building in a competitive digital marketplace.
DOI: https://doi.org/10.5281/zenodo.19732561
