An Analysis on the Efficiency of Digital Marketing Strategies in the Context of Social Media Marketing (SMM)

Abstract

Social Media play a very crucial role in terms of marketing in current transforming world. The current study looks on Social Media Marketing (SMM) with an emphasis on platforms such as Instagram, YouTube, and Facebook. The study investigates user preferences and behaviours using a questionnaire-based technique, indicating that The two most common choices among social media users who are active are Instagram and YouTube. Notably, information-rich content, particularly in areas such as Entertainment, Health, and Lifestyle, increases consumer engagement. According to the findings, short videos are the preferred advertising medium, influencing purchase decisions for a sizable majority of respondents. While social media presence has minimal effect on brand loyalty and purchasing decisions, the study also shows that when done correctly, SMM can encourage client loyalty through consistent communication. Despite these limitations, the findings highlight SMM's long-term potential as a cost-effective and influential marketing method.