INFLUENCE OF SOCIAL MEDIA MARKETING ON CONSUMER ENGAGEMENT TOWARDS DURABLE PRODUCTS

The purpose of this paper is to explore the impact of marketing through social media on consumer engagement. The sample population consisted of the online purchasers through a leading website of Chennai, for the previous 5 years. The respondents so selected for the study were asked to explain which type of postings on the websites made them to purchase through online, which of the factors made them to take part in online purchase and also to explore if these features have an influence over their purchase behaviours. The respondents of the study were selected through convenience sampling methods and the sample size was 100. The data was collected using a questionnaire and the analysis was executed through regression. The results of the study revealed that all the statements of social media marketing have positive relationship with consumer engagement. Except second factor “The privacy of the consumers who use the product is maintained.” all other factors are highly significant with consumer engagement which means social media marketing have strong relationship with consumer engagement.