• A.Bhuvaneswari
• Dr.V.Sugumar

In today’s world everything is digitalized. Internet users are also growing faster in India. Business organizations are adopting Digital Marketing strategies to reach their customers to ensure the success in their business. In this article researcher want to study the role of the digital Marketing on purchase decision. Researcher used descriptive research for conducting the study. Primary and secondary data are used to collect the data. Well-structured questionnaire was prepared with the objectives in mind and distributed among 120 respondent in Karur. Frequency analysis, chi-square test, one way anova and factor analysis are used for analyzing the data with the help of the statistical package SPSS 20.0. The major findings are age and occupations of the respondent have significant association with frequency of online purchase. Opinion of the women on convincing ability of Digital Marketing is different among the different among the age, education and income of the respondents. The 8 factor extracted out of 19 variable to study role on Digital Marketing with their variance are Information Facilitator (12.3%), Frustration(11.8%), Ease of Information(10.1%), Convincing Ability(9.0%), Brand Awareness(8.8%), Offers and Discounts(8.3%), Compare Online (6.9%) and Switching (6.8%).

A Role on Social Media in Digital Marketing Special Reference with Facebook

"A Role on Social Media in Digital Marketing Special Reference with Facebook", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 11, page no.d271-d281, November-2022, Available :http://www.jetir.org/papers/JETIR2211337.pdf

"A Role on Social Media in Digital Marketing Special Reference with Facebook", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 11, page no. ppd271-d281, November-2022, Available at : http://www.jetir.org/papers/JETIR2211337.pdf