Awareness and Influence of Social Media Marketing on Consumer Buying Behaviour in Post-Pandemic Period in Dindigul District

The COVID-19 pandemic has significantly altered consumer behavior, accelerating the transition from traditional shopping to digital platforms, with social media emerging as a dominant driver of purchase decisions. Platforms such as Facebook, Instagram, Twitter, and Pinterest, once primarily used for networking, have become vital tools for product discovery, peer reviews, influencer endorsements, and interactive marketing. This study examines the influence of social media on consumer buying behavior in the post-pandemic context, with a specific focus on Dindigul district in Tamil Nadu, India. The objective is to analyze how consumers in this region perceive and rely on social media for purchase decisions, while also exploring the impact of demographic variables such as gender, education, income, and marital status. Existing evidence suggests that gender plays a significant moderating role in consumer responses to online promotions, whereas marital status and income levels exhibit weaker associations. Globally, consumers have increasingly prioritized convenience, accessibility, and safety, alongside conscious consumption of essential goods, and these trends are reflected within the local buying patterns of Dindigul. Both established businesses and small enterprises in the district have recognized this transformation, adopting social media campaigns to engage customers and strengthen their digital presence. The study revealed that age, education, and occupation significantly influence consumer awareness of social media marketing, whereas gender, nativity, and income showed no significant effect. This highlights that awareness levels are strongly shaped by demographic factors, particularly among younger and more educated consumers.