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ANALYSING THE ROLE OF SOCIAL MEDIA

IN SHAPING CUSTOMER OPINION AND
PREFERENCE
M.MENAKADEVI Dr. A. ANANDALAKSHMY, & R.V. NITHYA SRI
Department of Commerce Accounting and Taxation, Dr.N.G.P.Arts and Science College, Coimbatore, Tamilnadu-
641048, India.
Professor, Department of Commerce with Accounting and Taxation, Dr.N.G.P.Arts and Science College, Coimbatore,
Tamilnadu-641048, India.
Department of Commerce Accounting and Taxation, Dr.N.G.P.Arts and Science College,
Coimbatore, Tamilnadu-641048, India.
________________________________________________________________________________________________________

Abstract: In today's fast changing digital world, social media has evolved into an essential instrument for molding customer ideas
and preferences. This research investigates the impact of social media platforms such as Instagram, Facebook, YouTube, and
Twitter on consumer behavior, focusing on how users engage with sponsored content, influencer marketing, and commercials.
The study emphasizes the influence of user-generated content (UGC), peer evaluations, and targeted marketing on purchase
choices and brand perceptions. The research technique included collecting primary data from social media users via
questionnaires. The findings indicate that visual material, particularly video-based media, has a considerable impact on consumer
choices, with Instagram and YouTube appearing as the most influential platforms. The survey concludes that influencer
marketing is an effective tool, since the majority of respondents trust influencer recommendations more than traditional
advertising. Furthermore, tailored advertising and interactive social media campaigns significantly influence brand engagement
and customer decision-making. The research also investigates the level of effect that social media has on various demographic
groups. The results show that younger customers, particularly those aged 18-24, depend extensively on social media when making
purchase decisions, but older age groups are more skeptical of influencer recommendations. Furthermore, consumers' content
choices differ, with video-based adverts and instructive posts gaining the most engagement, while static picture ads and carousel
postings create comparably less interaction. Finally, the study highlights the importance of social media in determining current
consumer behavior. Social media platforms have developed from simple communication channels to strong marketing tools that
impact attitudes, preferences, and purchase decisions. Businesses that effectively use social media marketing, such as customer-
centric methods, engaging storytelling strategies, and influencer partnerships, may boost their brand visibility and develop long-
term client loyalty.

Index Terms - Social media, Customer behavior, Influencer marketing, Purchase decisions, Brand Perception, Trust and
transparency.

________________________________________________________________________________________________________
Introduction
Social media has become a potent instrument in the current digital era for influencing ideas, influencing consumer behavior, and
changing preferences. Platforms like Facebook, Instagram, Twitter, and TikTok have grown essential to how consumers find,
assess, and connect with companies as they continue to dominate online interactions. Social media's widespread use has
completely changed marketing tactics and shifted the balance of power in favor of customers, who can now more easily access,
share, and discuss goods and services than ever before. This has led to a new environment in which peer reviews, influencer
endorsements, and brand interaction on social media are increasingly influencing customer decisions rather than just traditional
advertising.

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Statement of problem
This study explores how social media interactions, content creation, and influencer marketing influence consumer perceptions and
preferences. By addressing gaps in current knowledge, it aims to provide companies with actionable insights to effectively use
social media. The research highlights the importance of engaging content and strategic influencer collaborations to enhance
customer engagement. Ultimately, it equips businesses with the knowledge to refine marketing strategies, improve customer
relationships, and achieve sustained growth in the digital marketplace.
Objectives
 To analyse the demographic role of social media in shaping customer attitude and behaviour.

 To examine the impact of social media on customer opinion and preference.

 To evaluate customer satisfaction with social media.

 To identify the challenges faced by customer when using social media.

Scope of the study

The study will examine how social media usage varies by demographic and how much social media material influences various
age groups, financial brackets, and geographic areas. Additionally, the study will evaluate how consumer opinions and loyalty are
shaped by user contact, trust, and emotional engagement.
Sample size: In this research work, Sample Size is 132
Sampling Area: The study was conducted in rural areas of Coimbatore District were only limited population was chosen on
convenient random sampling.
Methodology:
Both primary and secondary data were used for the present study. For collecting the first-hand information one hundred
thirty two respondent were chosen by convenient random sampling method. Secondary data have been collected from websites,
magazines and journals.
Limitation of the study:
 The study was restricted to 132 respondents only.
 The research was entirely focused only on Coimbatore City.
 The result would be varying according to the individuals as well as time.

Analytical Tools:
The following are the analytical tools applied for the data collected:
 Simple Percentage Analysis
 Chi-Square
 Correlation

Review of Literature
Das and Gupta (2023) “Social Media Marketing and Consumer Opinion Shaping” explore how social media marketing
campaigns shape consumer opinions, especially through emotional appeal. They argue that brands leveraging humor, nostalgia,
and social causes in their campaigns on platforms like Facebook and Instagram have greater success in creating positive consumer
opinions. The emotional connection formed through these campaigns is instrumental in shaping long-term preferences.
Alharbi and Alshammari (2022) “Social Media as a Tool for Consumer Education” focus on how social media serves as an
educational tool that influences consumer preferences. They argue that social media platforms allow consumers to educate
themselves about products and services, thus improving decision-making. Through tutorials, reviews, and informational posts,
brands and influencers help customers understand the value of products, thereby shaping their preferences and opinions more
effectively
Chahal and Rani (2021) “The Impact of Social Media Engagement on Consumer” Loyalty focus on the correlation between
social media engagement and customer loyalty. The study reveals that direct interaction with brands on social media (e.g.,
responding to comments, personalized offers) significantly enhances customer loyalty. Consumers who feel that a brand listens
and interacts with them on platforms like Facebook or Twitter are more likely to develop positive opinions and stronger
preferences, which influences their purchasing behaviors.
Hassan and Shams (2020) “The Role of Social Media Reviews in Shaping Consumer Opinions” investigate how social media
reviews influence consumer opinions. Their findings suggest that user-generated content, such as reviews on platforms like
Facebook and Yelp, plays a significant role in altering consumer perceptions. Positive reviews increase trust in products and
services, while negative reviews can swiftly damage a brand’s reputation.

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Pereira et al. (2020) “The Effectiveness of Social Media Advertising on Consumer Preferences” explore how social media
advertising influences consumer preferences. The research concludes that targeted ads based on user behavior and interests are
more effective than general ads, as they resonate with consumers' specific needs. The personalization of ads on platforms like
Facebook and Instagram leads to a higher likelihood of consumer engagement and preference toward the advertised brand.

Table: 1 Simple percentage analysis

Showing personal factor, Preferred social media, Brand motivation &Factor influencing
Factor Option No of respondents percentage
Age 18 – 24 101 77
25 – 35 24 18
36 – 50 7 5
Gender Male 79 60
Female 53 40
Educational qualification High School 18 10
Under graduate degree 94 71
Post graduate degree 13 10
Professional degree 12 9
Occupation Student 89 67
Business 20 15
Employee 18 14
Professional 5 4
Monthly income Below 20,000 80 61
20,000 - 40,000 25 19
40,000 - 60,000 6 4
Above 60,000 9 7
Marital status Married 29 22
Unmarried 103 78
Preferred social media YouTube 37 28
Facebook 6 5
Instagram 89 67
Brand motivation Engaging content 43 33
Discounts and promotions 22 17
Recommendation from friends/family 24 18
Brand loyalty 17 13
New product launches 26 19
Influencer impact Extremely influential 16 12
Very influential 42 32
Moderately influential 39 30
Slightly influential 15 11
Not influential 20 15
Content influences User - generated content 20 15
Influencer endorsements 28 21
Brand advertisement 43 33
Customer reviews 34 26
Expert opinions 7 5
Interpretation: The study reveals that Majority 101 (77%) of the respondent are in 18 – 24 years age group. Majority 79 (60%)
of the respondents are Male. Majority 94 (71%) of the respondents are completed undergraduate. Majority 89 (67%) of the
respondents are Students. Majority 80 (61%) of the respondents are earning income below 20,000. Majority 103 (78%) of the
respondents are unmarried. Majority 89 (67%) of the respondents are using social media frequently on Instagram. Most 43 (33%)
of the respondents are selected Engaging content that motivates them to follow a brand on social media. Most 42 (32%) of the

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respondents are Very influential by social media influencers in their purchasing decision. Most 43 (33%) of the respondents are
selected Brand advertisements that influences their buying decision mostly.
Figure 1: Monthly income

MONTHLY INCOME
61
70.0
60.0
PERCENTAGE
50.0
40.0 19
30.0
20.0 4 7
10.0
0.0
Below 20,000 - 40,000 - Above
20,000 40,000 60,000 60,000

Figure 2: Preferred social media

PREFERRED SOCIAL MEDIA

67
70.0
60.0
PERCENTAGE

50.0
40.0 28
30.0
20.0 5
10.0
0.0
YouTube Facebook Instagram

Figure 3: Influencer impact

INFLUENCER IMPACT
31 30
40 15
30 12 11
PERCENTAGE

20
10
0
al al al al al
enti enti enti enti enti
flu flu flu flu flu
in in in in t in
y ry y ly
el Ve el ht No
m rat ig
tre e Sl
Ex od
M

Table 2
Satisfaction Level of Respondents
Customer Visual
Particulars Content quality engagement Authenticity Regular updates appeal
Highly satisfied 46 18 20 20 30
satisfied 32 56 30 43 28
Neutral 20 24 46 20 24
Dis satisfied 0 2 4 15 4

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Highly dissatisfied 2 0 0 2 14
Total 100 100 100 100 100
Source: Primary data
Interpretation:
The above table shows that, 46% of the people are highly satisfied with content quality, followed by 56% of the respondents are
satisfied with customer engagement, followed by 46% of the respondents are neutral with authenticity, followed by 43% of the
respondents are satisfied with regular updates, followed by 30% of the respondents are highly satisfied to visual appeal.

Figure 4: Satisfaction Level of Respondents

CONTENT QUALITY
2
20
Highly satisfied
46 satisfied
Neutral
Dis satisfied
Highly dissatisfied

32

Relationship between educational qualification and preference of social media content

Table 3 Chi-square Test- 1
Calculated value Table value Degree of freedom Level of Results
significance
32.371 30.437 12 0.002 Rejected

*S- Signification at 5% level

Interpretation: The table deals with the calculated value of X² (32.371) is greater than the table value (30.437) so the null
hypothesis (0.002) is rejected and the alternative hypothesis is accepted.

Relationship between monthly income and level of influences of influencers in social media

Table 4 Chi-square Test- 2

Calculated value Table value Degree of freedom Level of Results

significance
12.545 21.026 12 0.403 Accepted

*S- Significant at 5% level

Interpretation: The table deals with the calculated value of X2 (12.545) is lesser than the table value (21.026) so the null
hypothesis accepted (0.403).

Relationship between age and hours spend on social media

Table 5 Correlation- 1

PEARSON CORRELATION SIGNIFICANCE (2-TAILED)

INTERPRETATION -0.509 0.504

Source: Primary data
*S- Significant at 5% level

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Interpretation: The derived correlation result is -0.509 in Karl Pearson correlation with level of significance (2-tailed) is 0.504
It can be concluded that there is negative correlation is very weak correlation between Monthly Income of the respondents and
Price range willing to pay more than conventional vehicles.

Relationship between frequency of used for social media platform and level of likeliness for recommended

Table 6 Correlation- 2
PEARSON CORRELATION SIGNIFICANCE (2-TAILED)
INTERPRETATION -0.035 0.688
Source: Primary data
*S- Significant at 5% level
Interpretation: The derived correlation result is -0.035 in Karl Pearson correlation with level of significance (2-tailed) is 0.504
It can be concluded that there is very weak negative correlation between frequency of used for social media platform and level of
likeliness for recommended
Findings: Based on the result majority of the respondent are in 18 – 24 years age group. Most of the respondents are Male.
Majority of the respondents completed undergraduate. Majority of the respondents are Students. Most of the respondents are
earning income below 20,000. Majority of the respondents are unmarried. Majority of the respondents are using social media
frequently on Instagram. Most of the respondents are selected Engaging content that motivates them to follow a brand on social
media. Most of the respondents are Very influential by social media influencers in their purchasing decision. Most of the
respondents are selected Brand advertisements that influences their buying decision mostly.

Suggestions: Increase the sample size and include participants from different demographic groups and geographical areas to offer
more thorough and broad insights on how social media affects consumer choices. To better understand customer behavior,
motivations, and emotional reactions to social media material, use qualitative research techniques like focus groups and in-
depth interviews. Explore the influence of newer and fast rising social media platforms like Snapchat, and Threads, which are
becoming increasingly popular among younger audiences and offer new chances for marketers to communicate
with customers. To encourage active engagement and improve brand-customer relationships, create more interactive and
captivating content on social media platforms, such as polls, quizzes, contests, live streaming, and personalized messaging.
Regularly monitor consumer feedback on social media sites, respond swiftly to comments and reviews, and address both positive
and negative criticism to develop trust, demonstrate responsiveness, and promote brand loyalty.

Conclusion: The study emphasizes that how social media has a big impact on people buy nowadays. Results indicate that social
media sites like Facebook, YouTube, and Instagram are important in determining consumer choices that influencer marketing and
visual material are particularly effective. When making judgments about what to buy, consumers are depending more and more
on influencer endorsements, user-generated content, and peer recommendations. Authentic connection, trust, and regular
interaction are increasingly essential components of brand loyalty. Videos, articles, and live streaming are examples of content
types that work very well at grabbing viewers' attention. However, the study's wider relevance is limited by its concentration on
Coimbatore City. For more in-depth understanding, future studies should include a range of demographics, new platforms such as
TikTok, and qualitative techniques. In the end, social media is still a very effective marketing tool, and companies who use
genuine, interesting, and customer-focused approaches have a better chance of influencing consumer opinions and creating
enduring connections.

Reference

Das, M., & Gupta, A. (2023). Social media marketing and consumer opinion shaping. Journal of Marketing Theory and Practice,
31(2), 145-158.

Alharbi, M., & Alshammari, F. (2022). Social media as a tool for consumer education. Journal of Digital Marketing, 19(1), 41-55.

Chahal, H., & Rani, M. (2021). The impact of social media engagement on consumer loyalty. Journal of Retailing and Consumer
Services, 58, 102356.

Hassan, A., & Shams, S. (2020). The role of social media reviews in shaping consumer opinions. Journal of Consumer Behavior,
43(5), 608-620.

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www.ijcrt.org © 20XX IJCRT | Volume X, Issue X Month Year | ISSN: 2320-2882

Pereira, C., Ribeiro, P., & Tavares, R. (2020). The effectiveness of social media advertising on consumer preferences. Journal of
Digital Advertising, 19(2), 18-28

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