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VOL. 12, ISSUE 2 (2025)
Influence of social media in promoting brands
Authors
Hamsini Mangalampally, Dr. Balanji Reddy Mora
Abstract

This study explores the impact of social media marketing on brand promotion and consumer purchasing behavior across different demographics. Utilizing a stratified random sample of 109 respondents from diverse educational, occupational, and marital backgrounds, the research investigates the role of social media in enhancing brand awareness, loyalty, and emotional connection.

Key findings reveal that younger individuals (ages 18-34) are significantly influenced by social media marketing, while older demographics show less responsiveness. Women slightly outnumber men in social media interaction, and a majority hold intermediate or secondary-level education. Platforms like Instagram and Facebook emerge as effective tools for reaching target audiences, with personalized content driving engagement and loyalty. Statistical analysis underscores a strong correlation between age and social media influence, highlighting the platform's potential to shape purchasing decisions. These insights emphasize the strategic importance of tailored social media campaigns to engage specific audience segments effectively.
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Pages:76-84
How to cite this article:
Hamsini Mangalampally, Dr. Balanji Reddy Mora "Influence of social media in promoting brands". International Journal of Multidisciplinary Research and Development, Vol 12, Issue 2, 2025, Pages 76-84
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