A Study on the Impact of Social Media Marketing on Consumer Buying Behaviour with Special Reference to Persevex Education Consultancy LLP

This study examines the impact of social media marketing on consumer buying behaviour with special reference to Persevex Education Consultancy LLP, Bengaluru. In the digital era, social media platforms such as Instagram, Facebook, LinkedIn, and YouTube play a crucial role in influencing consumer decisions, creating brand awareness, and building trust among users. The study is based on primary data collected from respondents in Chennai District through a structured questionnaire. Various statistical tools such as percentage analysis, chi-square test, and weighted average rank method have been used to analyze the data. The findings reveal that social media marketing significantly influences consumer perceptions, engagement, and purchase decisions. It is also observed that factors such as online reviews, influencer marketing, and targeted advertisements play a major role in shaping consumer behaviour. The study concludes that effective social media marketing strategies can enhance customer engagement, improve brand visibility, and increase enrollment in educational programs.