ASTUDYONHIGHEREDUCATIONSTUDENTS'PERCEPTIONTOWARDS SOCIALMEDIAMARKETINGINTODAY’SDIGITALERA

Abstract

This study examines the perceptions
of higher education students in Coimbatore
toward social media marketing. Using a
sample of 260 respondents, the research
applies percentage analysis, chi-square,
mean ranking, and ANOVA to assess how
demographic factors influence attitudes and
preferences. Findings reveal that students
value authenticity, interactivity, and peer
recommendations, while remaining cautious
of intrusive or manipulative ads. The results
highlight the role of social media in shaping
student behavior and provide insights for
marketers to design credible and student
centric strategies