• BELLAD SANTOSHI BASAVARAJ
• DR. PRAKASH YALAVATTI

Today’s digitalisation scenarios Social media usage and importance drastically increased during and after COVID 19 in different countries .This study examines the influence of social media marketing on consumer buying behaviour in the post-pandemic phase, with a specific focus on Kalyana Karnataka. The research explores how key factors such as influencer marketing, targeted advertisements, online reviews, and user engagement impact consumer trust, purchase decisions, and brand loyalty. A structured questionnaire was administered to a sample of consumers, and data were analysed using statistical tools such as Chi-Square and T-tests. The findings indicate that influencer marketing, targeted advertisements, online reviews, and user engagement significantly influence consumer behaviour. Digital marketing strategies were found to enhance consumer trust, influence purchase decisions, and foster brand loyalty. Furthermore, platforms like Instagram and WhatsApp were identified as key channels for consumer engagement. Based on these findings, the study recommends that businesses in Kalyana Karnataka continue to invest in social media marketing strategies, focusing on influencer collaborations, targeted campaigns, and encouraging online reviews. The limitations of this research include its regional scope and focus solely on consumers, suggesting the need for further research involving businesses and broader geographical contexts.

Social Media Marketing, Consumer Behaviour, Digital Marketing, Kalyana Karnataka

"IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR IN POST PANDEMIC PHASE-WITH SPECIAL REFERENCE TO KALYANA KARNATAKA ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 8, page no.82-87, August-2025, Available :http://www.jetir.org/papers/JETIRHB06016.pdf

"IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR IN POST PANDEMIC PHASE-WITH SPECIAL REFERENCE TO KALYANA KARNATAKA ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 8, page no. pp82-87, August-2025, Available at : http://www.jetir.org/papers/JETIRHB06016.pdf