The Impact of Social Media Marketing on Purchase Intention in Textile Industries

Abstract

Social media marketing has become an important tool for businesses to promote products and influence consumer behavior in the digital era. In the textile industry, social media platforms such as Facebook, Instagram, and YouTube play a significant role in increasing brand awareness, engaging customers, and encouraging purchase decisions. Tirupur, one of the major textile manufacturing hubs in India, has witnessed a growing use of social media marketing by textile businesses to reach a wider audience and improve their market presence. This study aims to analyze the impact of social media marketing on consumers’ purchase intention in the textile industry in Tirupur. The research focuses on understanding how social media activities such as online advertisements, product promotions, customer reviews, and influencer marketing influence consumer buying behavior. The study adopts a descriptive research design and collects primary data through a structured questionnaire from consumers in Tirupur. The collected data is analyzed using statistical tools such as percentage analysis and chi-square analysis to identify the relationship between social media marketing and purchase intention. The findings of the study indicate that social media marketing significantly influences consumers’ purchase intention by providing product information, enhancing brand awareness, and creating trust among customers. The study concludes that effective use of social media platforms can help textile businesses attract potential customers, strengthen customer relationships, and increase sales in the competitive textile market.