• Mrs. Ch. Rajya Lakshmi
• Dr. R. Raja

This study examines the influence of social media marketing on consumer purchase behaviour, with particular reference to selected consumers. Social media platforms such as Instagram, YouTube, Face book, and WhatsApp have become important channels for businesses to communicate with customers, promote products, and influence purchasing decisions. The study aims to assess the extent to which social media advertisements, product reviews, influencer recommendations, promotional offers, and online engagement affect consumer awareness, preferences, purchase intentions, and brand choices. The study is based on primary data collected from 20 selected respondents through a structured questionnaire. Descriptive analysis is used to understand respondents’ perceptions and purchasing behaviour in relation to social media marketing. The findings indicate that social media content can influence product awareness, consumer interest, and purchase decisions, particularly through attractive advertisements, reviews, and recommendations. The study highlights the growing relevance of social media as a marketing tool for influencing contemporary consumer behaviour.

Social Media Marketing, Consumer Purchase Behaviour, Digital Marketing, Social Media Platforms, Consumer Preferences, Purchase Decisions, Online Advertising.

"SOCIAL MEDIA MARKETING AND ITS INFLUENCE ON CONSUMER PURCHASE BEHAVIOUR: EVIDENCE FROM SELECTED CONSUMERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 10, page no.c728-c730, October-2026, Available :http://www.jetir.org/papers/JETIR2610273.pdf

"SOCIAL MEDIA MARKETING AND ITS INFLUENCE ON CONSUMER PURCHASE BEHAVIOUR: EVIDENCE FROM SELECTED CONSUMERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 10, page no. ppc728-c730, October-2026, Available at : http://www.jetir.org/papers/JETIR2610273.pdf