CLICKS, PREFERENCES, AND PERCEPTIONS: HOW STUDENTS ENGAGE WITH SOCIAL MEDIA MARKETING

Abstract

With an emphasis on understanding their preferences, behaviors, and perceptions, this 
study investigates how students engage with social media marketing. Social media has emerged 
as a central medium for marketing communication, with students representing a highly active 
user group. However, their responses to personalized and targeted advertising vary due to 
factors such as trust, relevance, and privacy concerns. The study, which involved 260 college 
students in Coimbatore, used Simple percentage analysis, Descriptive analysis, Mean ranking, 
Chi-square and ANOVA to evaluate how demographic factors influence students' engagement 
with and perceptions of social media marketing.