A Study of the Impact of Social Media on E-Marketing

The study focused on the impact of social media on e-marketing. The researchers used primary data through a Google form from various college students in Puducherry during the 2022–2023 periods and secondary data collected from various websites. The study focused on three main objectives: To research how social media affects online marketing, to investigate the relationship between social media and consumer perception and to determine the most popular social media platforms. It indicated that the majority of the respondents were involved in retail (32%), and the majority of students use Instagram (32%). Therefore, social media can influence e-marketing for various college students in Puducherry.