IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BEHAVIOUR TOWARDS SOCIALLY RESPONSIBLE BRANDS IN COIMBATORE

The growing integration of social media into corporate marketing strategies has fundamentally reshaped how brands communicate their values and responsibilities to consumers.This research explores the impact of social media marketing on consumer behaviour towards socially responsible brands among 100 respondents in Coimbatore district, employing convenience sampling.Primary data were gathered through structured questionnaires and subjected to statistical techniques including percentage analysis, chi-square tests, and oneway ANOVA.Results indicate that a majority of respondents are aware of socially responsible brands through social media and that CSR-related content positively influences consumer engagement and trust.Demographic analyses confirm that gender and age group exert no statistically significant influence on consumer awareness and engagement respectively.Educational qualification does not emerge as a statistically significant predictor of consumer awareness scores.Enhancing authentic CSR communication, improving social media engagement strategies, and fostering transparent brand-consumer dialogue are recommended for strengthening consumer loyalty towards socially responsible brands.