Impact of Social Media Channels on Promotional Traffic Generation for Household Products in Chennai

Abstract

In today’s digital-driven marketplace, social media has become a crucial tool for brand promotion, customer engagement, and traffic generation. This study investigates the impact of various social media channels particularly Facebook, Instagram, WhatsApp, and YouTube on the promotional effectiveness and online traffic of Household Products, a Chennai based manufacturer of cleaning and household items. The research adopts a descriptive design, collecting data from 103 respondents through an online survey and analysing it using SPSS tools such as correlation, regression, and chi-square tests. Findings reveal that Instagram and Facebook significantly contribute to brand awareness and motivate users to explore the company’s website, with engagement activities showing the strongest influence on online traffic generation. The study also highlights that consistent posting, interactive campaigns, and trustworthy content enhance customer perception and participation. However, content quality and influencer collaborations need further improvement to strengthen brand credibility and visibility. Overall, the research concludes that effective utilization of social media channels not only increases brand awareness but also converts online engagement into tangible website visits and customer traffic. The study provides strategic recommendations for small and medium enterprises to optimize digital marketing practices and sustain competitiveness in the evolving social media landscape.