A Study on Consumers’ Perspective Towards Social Media Marketing During Covid-19

Abstract

The outspread of the Covid-19 has impacted the whole world. Before this pandemic, business firms and world economies were growing with a great pace. But in 2020, corona pendeamic has caused an unrest in the business world. Since, the Governments has imposed restriction policies consequently business firms started adoption of technology to carry out business activities. Shifting them towards online plateform for several activities incluing marketing and advertisements. Digital marketing modes viz. social media marketing, search engine marketing, email marketing etc. have gained momentum. Present study is aimed to find out customers’ perceptions towards social media marketing especially during pandemic. The study used crossectional survey method to collect responses from 253 online users. A significant impact of social media marketing on consumer behaviour was noticed. The study may help help business organizations to develop sustainable business startegies amidst pandemic. Keywords: Social Media Marketing, Covid-19, Consumers Behaviour, Digital Markting.