A STUDY ON THE IMPACT OF SOCIAL MEDIA MARKETING ON CUSTOMER PURCHASE INTENTION WITH REFERENCE TO START-UPS

In the digital era, social media marketing has emerged as a powerful promotional tool for start-ups seeking rapid growth and customer engagement. Indian start-ups increasingly rely on platforms such as Instagram, Facebook, and LinkedIn to build brand awareness and influence consumer behaviour. But in this oversaturated environment it is difficult to recognize what works and what is of utmost importance when starting with a new start-up’s marketing. Through this study we try to navigate the best practices for the social media marketing of Indian start-ups. The data analysed using methods and parameters like ANOVA, correlation and Chi square. At the conclusion of the study suggestions include a standard basic model for assessment of the effectiveness of a social media campaign.