• Jeniffer Sampson
• Dr. Monika Sarangdevot

Social media has emerged as an important medium of product promotion, consumer communication and market access. Its growing use has created new opportunities for traditional handicraft businesses to communicate with consumers beyond conventional marketplaces. In a culturally significant city such as Udaipur, handicraft products represent both traditional craftsmanship and economic activity. However, the extent to which social media marketing influences consumers’ awareness, trust and buying behaviour in the local handicraft market requires further investigation. The present study proposes to examine the relationship between social media marketing and consumer buying behaviour towards handicraft products in Udaipur City. It focuses on selected dimensions of social media marketing, including product information, visual content, customer reviews, perceived authenticity and consumer trust. The study adopts a proposed descriptive and analytical research design based on primary data collected from consumers through a structured questionnaire. Descriptive statistics and appropriate association tests may be used to examine the relationship between social media exposure and consumer purchase behaviour. The study is intended to contribute to the understanding of digital consumer behaviour in a local handicraft market and may offer practical insights for handicraft sellers, small enterprises and policymakers seeking to strengthen digital market participation.

Social Media Marketing, Consumer Buying Behaviour, Handicrafts, Digital Marketing, Consumer Trust, Udaipur City.

"Impact of Social Media Marketing on Consumer Buying Behaviour: A Study of Handicraft Products in Udaipur City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 10, page no.c8-c13, October-2026, Available :http://www.jetir.org/papers/JETIR2610202.pdf

"Impact of Social Media Marketing on Consumer Buying Behaviour: A Study of Handicraft Products in Udaipur City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 10, page no. ppc8-c13, October-2026, Available at : http://www.jetir.org/papers/JETIR2610202.pdf