Authors: Priti Tanaji More, Prof. Sandhya Rathod
Abstract: The present study titled “A Study on the Impact of Social Media Marketing Strategies on Brand Awareness and Customer Engagement” aims to examine how social media marketing influences consumer awareness, engagement, and purchase-related behavior. In today’s digital era, social media platforms such as Facebook, Instagram, YouTube, LinkedIn, and Twitter have become important tools for businesses to promote products and communicate with customers. Companies use various strategies including advertisements, influencer marketing, promotional offers, brand videos, and engaging content to attract and retain consumers. The study is based on primary data collected from 100 respondents through a structured questionnaire. The research analyzes consumer opinions regarding social media marketing activities and their impact on brand recognition, trust, interaction, and engagement. Statistical tools such as percentage analysis, tables, charts, and graphical representations were used for interpretation of data. The findings of the study reveal that social media marketing significantly affects brand awareness and customer engagement. Most respondents agreed that social media advertisements, influencer promotions, and engaging content help them recognize brands easily and increase their interest in brands. The study also found that social media marketing positively influences customer interaction and motivates consumers to try or purchase products and services. The research concludes that social media marketing strategies play a major role in strengthening brand image, improving customer engagement, and influencing consumer behavior. Businesses should therefore focus on creating interactive, consistent, and customer-oriented social media marketing campaigns to achieve better brand visibility and customer relationships in the competitive digital market.
DOI: https://doi.org/10.5281/zenodo.20338770
