AWARENESS ABOUT DIGITAL MARKETING PRACTICES AMONG COLLEGE STUDENTS IN RAMANATHAPURAM DISTRICT

Abstract

Social media networks significantly influence purchasing decisions. This study investigates the digital marketing awareness and online shopping behavior of college students in Ramanathapuram District, India. The study showed a substantial preference for online shopping among students, with clothing and apparel appearing as the most preferred category.  Convenience, increased product choice, competitive pricing, and the ability to compare products are the key motivators for online buying. The survey found that students have various levels of awareness of specific digital marketing tactics. While social media exposure exposes consumers to diverse online marketing strategies, gender inequalities occur. Females tend to have a better knowledge of issues such as the influence of reviews and identifying misleading marketing. The platform used by students appears to influence their awareness of specific marketing methods. Students who use Facebook and Twitter have a greater comprehension of various marketing methods than those who predominantly use other social media platforms.