• Suraj Kumar

Social media marketing has become an integral part of marketing strategies for businesses. With the increasing use of social media platforms, businesses are able to target a wider audience and engage with customers on a more personal level. However, the success of social media marketing depends largely on how consumers perceive it. Consumer perception towards social media marketing is a complex issue, influenced by various factors. This abstract will explore these factors and provide insights into how businesses can improve their social media marketing efforts. The content of social media marketing plays a significant role in consumer perception. Consumers are bombarded with a vast amount of marketing content on social media platforms, making it essential for businesses to create content that is engaging, relevant, and adds value to the customer. If the content is perceived as intrusive, irrelevant, or repetitive, consumers may develop a negative perception of the brand, leading to decreased engagement and loyalty. The credibility and authenticity of social media marketing also influence consumer perception. Consumers are becoming increasingly savvy and can easily identify marketing content that is overly promotional or lacks authenticity. Therefore, it is crucial for businesses to create content that is genuine, transparent, and aligns with their brand values. Influencer marketing, which involves collaborating with social media influencers, is a popular social media marketing strategy. However, the perceived authenticity of the influencer and their content can have a significant impact on consumer perception. Consumers are more likely to trust influencers who are perceived as genuine and relatable, rather than those who are viewed as overly promotional. The timing and frequency of social media marketing also affect consumer perception. Consumers may become irritated or overwhelmed if they receive too many marketing messages from a brand or if the messages are timed poorly. Therefore, businesses need to carefully consider the timing and frequency of their social media marketing efforts to ensure they are not perceived as spammy or annoying. Social media platforms themselves can influence consumer perception of social media marketing. The algorithms and features of each platform can impact the visibility and reach of marketing content. For example, the Instagram algorithm prioritizes content that receives high engagement, making it essential for businesses to create content that encourages likes, comments, and shares. The use of features such as Instagram Stories can also provide businesses with a more personal and authentic way to engage with customers. Consumer perception towards social media marketing is influenced by a range of factors, including the content, credibility, timing, and platform used. By creating engaging, authentic, and relevant content, businesses can improve their social media marketing efforts and enhance customer engagement and loyalty.

"A CONSUMER PERCEPTION TOWARDS SOCIAL MEDIA MARKETING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 5, page no.e227-e233, May-2023, Available :http://www.jetir.org/papers/JETIR2305434.pdf

"A CONSUMER PERCEPTION TOWARDS SOCIAL MEDIA MARKETING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 5, page no. ppe227-e233, May-2023, Available at : http://www.jetir.org/papers/JETIR2305434.pdf