Published Paper Details:

In a digitally interconnected world where individuals are continuously engaged across various social media platforms, engaging in activities such as browsing, chatting, reacting, and sharing content, this study aims to leverage this pervasive online presence to examine consumer responses. The goal is to gain valuable insights into the factors that influence a consumer's interaction with advertisements on social media platforms. These insights serve a dual purpose: enhancing existing products and services and generating innovative design concepts based on customer feedback. Marketers must strategically prioritize factors such as timing, content relevance, credibility, and product positioning to optimize campaign effectiveness and achieve desired outcomes. Social media has become an indispensable component of the modern marketing mix, playing a pivotal role in promotional efforts. Incorporating some form of online marketing via social media platforms is essential for all businesses, particularly those operating in industries characterized by constantly shifting trends, such as fashion and handicrafts. This paper undertakes empirical research to assess the efficacy of social media as a marketing tool, with a focus on understanding its impact on consumers' purchasing decisions. Additionally, strategies are proposed to maximize the effectiveness of social media marketing initiatives.