The Impact Of Social Media Advertising On Consumer Purchasing Decisions: A Focus On Appeal Strategies In The Coimbatore District, Tamil Nadu

Abstract

This Research Examines How Social Media Advertising Affects Consumer Purchasing Decisions In Coimbatore District, Tamil Nadu, Focusing On Various Appeal Strategies Including Emotional, Rational, And Social Appeals. It Underscores The Significance Of Social Media As A Persuasive Marketing Tool In The Digital Era. Through Consumer Surveys, The Study Reveals That Emotional Content Significantly Motivates Purchases, While Social Proof From Influencers Enhances Credibility And Intention To Buy. Furthermore, Personalized Advertisements Improve Consumer Engagement But Pose Challenges Like Information Overload And Skepticism. The Findings Provide Valuable Insights For Marketers Aiming To Enhance Their Strategies And Impact In The Region.

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