EFFECTIVENESS OF CLOUD TECHNOLOGIES IN SOCIAL MEDIA MARKETING AND ITS IMPACT ON CUSTOMER BUYING BEHAVIOUR IN CHENNAI CITY

Abstract

The purpose of this research is to investigate the efficacy of cloud technologies in social media marketing and to investigate the impact that these technologies have on the purchasing behavior of customers in the city of Chennai. Specifically, the city of Chennai will serve as the focal point of the investigation. The researcher uses a method that is all-encompassing and incorporates primary and secondary data from a broad variety of sources in order to shed light on the dynamic intersection of consumer behavior and technological innovation. In order to fulfill the requirements of the study method, the sample size is comprised of a total of 189 individuals, which includes both customers and enterprises. The findings, which were obtained through a thorough investigation, demonstrate that cloud technologies are, in fact, effective across a variety of aspects of social media marketing, and that these technologies have a positive influence on the purchasing behavior of customers. These findings were acquired by the use of rigorous examination. In order to arrive at these conclusions, extensive examination was performed. This study not only provides businesses and marketers in Chennai with valuable information, but it also highlights the relevance of utilizing cloud technologies in order to improve their social media campaigns and, as a result, influence the decisions that consumers make regarding their procurement of goods and services.

Keywords: Cloud technologies; social media marketing; customer buying behavior; Cloud marketing.