An Empirical Study on Impact of Social Media Marketing on Small Scale Organic Outlets in Chennai City

Abstract

Social Media Marketing is a form of internet marketing with the use of various social media networks in order to attain the marketing communication and branding goals. Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing, videos, images for marketing purposes. The main objective of this study is to study the impact of social media marketing on the growth of small scale organic outlets and on the consumer behaviour in Chennai City. Percentage analysis and multiple regression were used to analyse the data.81% of the outlets are using SMM between 2-4 hours in a day,56% of the outlets are posting Product image and Descriptions and 61% of the Outlets are using SMM to Reach at a large. This study deals with the impact of social media on the marketing strategies of small scale organic outlets in Chennai city.