THE INFLUENCE OF SOCIAL MEDIA MARKETING ON CONSUMER BEHAVIOR IN MYSURU, THE INFLUENCE OF SOCIAL MEDIA MARKETING ON CONSUMER BEHAVIOR IN MYSURU

Abstract

This study explores the impact of social media marketing (SMM) on consumer behaviour in Mysore, Karnataka, a Tier-II city experiencing rapid digital transformation. Positioned at the crossroads of traditional retail practices and emerging digital commerce, Mysore provides a critical yet under-explored context to understand how global digital marketing trends adapt to and influence localized consumer purchasing patterns. Anchored in the Engel-BlackwellMiniard (EBM) model of consumer decision-making, this research seeks to quantitatively examine how specific elements of strategic SMM—such as content relevance, engagement, and trust-building—affect key consumer outcome variables including awareness, evaluation, and purchase intentions in high-involvement product and service categories. Through structured data collection and rigorous statistical analysis, the study aims to identify causal relationships between SMM initiatives and changes in consumer decision-making stages, offering empirical insights relevant to marketers, policymakers, and businesses targeting similar emerging urban markets. By bridging theoretical consumer behaviour models with practical digital marketing strategies in a Tier-II city context, this research contributes to a nuanced understanding of the evolving dynamics shaping consumer choices amid India’s broader digital economy expansion.