A STUDY ON CONSUMER AWARENESS TOWARDS CONSUMER DURABLES PRODUCTS IN THE SOCIAL MEDIA ENVIRONMENT WITH REFERENCE TO BENGALURU CITY

INTERNATIONAL JOURNAL OF MANAGEMENT 2026 Open access

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Authors: Naresh N.R., A. Hemamalini
DOI: 10.34218/ijm_17_01_012
Cited by: 0

Abstract

The rapid growth of social media platforms has significantly transformed the way consumers gather information and develop awareness about consumer durable products.Social media has emerged as a powerful communication channel enabling brands to disseminate product information, engage with consumers, and influence awareness and decision-making processes.The present study aims to analyse the level of consumer awareness towards consumer durables products in the social media environment with special reference to Bengaluru City.The study focuses on N.R. Naresh, A. Hemamalini

Fields of Study & Subjects

Digital Marketing and Social Media Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Publication details

Journal / source
INTERNATIONAL JOURNAL OF MANAGEMENT
Volume
17
Issue
1
Pages
182–190
Publication date
31 January 2026