Impact Of Social Media Marketing On Customer Buying Behaviour In The Optical Industry: A Study In Kanyakumari District

S. G. Starlin Mano; M. N. Jothish; Nava Rethna Bala Kumari S; J. Asha Mol

Impact Of Social Media Marketing On Customer Buying Behaviour In The Optical Industry: A Study In Kanyakumari District

Author(s)	Prof. Dr. S. G. Starlin Mano, Mr. M. N. Jothish, Dr. Nava Rethna Bala Kumari S, Ms. J. Asha Mol
Country	India
Abstract	Social media has emerged as an important marketing platform that significantly influences consumer awareness, preferences, and purchasing decisions. The optical industry, which offers products such as spectacles, sunglasses, contact lenses, and other vision-related products, is increasingly using social media platforms to promote products, communicate with customers, and create brand awareness. In this context, the present study examines the impact of social media marketing on customer buying behaviour in the optical industry, with special reference to Kanyakumari District. The study aims to analyse customers' exposure to social media marketing and examine its influence on their buying behaviour towards optical products. It also seeks to identify the level of customer agreement regarding the influence of social media marketing and to examine the association between selected demographic factors, particularly age, and the influence of social media marketing on purchase decisions. Primary data for the study are collected from customers of optical products in Kanyakumari District through a structured questionnaire. Percentage analysis is used to examine the demographic profile and social media usage patterns of respondents. The Weighted Average Method is employed to analyse the level of customer agreement regarding various aspects of social media marketing, while the Chi-Square Test is used to examine the association between customers' age and the influence of social media marketing on their purchase decisions. The study is expected to provide insights into the role of social media advertisements, online reviews, promotional offers, product information, and other digital marketing activities in shaping customer buying behaviour. The findings of the study may help optical businesses and marketers understand customer preferences and develop more effective social media marketing strategies to improve customer engagement and influence purchase decisions.
Keywords	Social Media Marketing; Customer Buying Behaviour; Optical Industry; Purchase Decision; Digital Marketing; Chi-Square Test; Weighted Average Method; Kanyakumari District.
Field	Business Administration
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-11

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Impact Of Social Media Marketing On Customer Buying Behaviour In The Optical Industry: A Study In Kanyakumari District

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