Influence of Social Media Marketing on Customer Buying Behavior at Crazy Mind Graphics

Abstract

In the contemporary digital business environment, social media marketing has emerged as a pivotal component of marketing strategy for creative service based organizations. This study investigates the influence of social media marketing on customer buying behavior at Crazy Mind Graphics, Chennai. The study focused on two primary objectives: (1) to assess customer awareness about Crazy Mind Graphics through social media platforms, (2) to analyze the role of social media marketing in influencing customer buying behavior. Primary data were collected from 102 respondents through a structured questionnaire. Chi-Square Test and Mann–Whitney U Test were employed as statistical tools using SPSS software at a 5-percentage level of significance. The Chi- Square test revealed no significant association (x2 = 17.881, p = .595) between demographic variables and customer awareness, confirming broad-based social media reach. The Mann– Whitney U Test (U = 456.000, p =.835) indicated no significant gender difference in buying behavior influenced by social media. The study concludes that social media marketing plays a critical role in improving business performance by enhancing brand visibility, customer engagement, and purchase decision making.