📄 Abstract
In today?s digital age, social media has become an integral part of consumer life, influencing not only social interaction but also purchasing decisions, brand perceptions, and digital engagement patterns. This study explores the growing acceptance and adoption of social media platforms among consumers in Pollachi. Platforms like Facebook, Instagram, WhatsApp, and YouTube have become central to information consumption, brand interaction, and community engagement. The research aims to identify the key factors influencing consumers' acceptance of social media, including personal motivation, peer influence, digital literacy, and accessibility. Using a structured questionnaire and convenience sampling method among consumers in the Pollachi region, the findings provide insights into how social media is reshaping consumer behaviour and digital lifestyles.
🏷️ Keywords
📚 How to Cite:
Ms. Priya V , Dr. K. Priyatharsini, Dr. A. Giriprakash , AN EMPIRICAL STUDY ON HOW DIGITAL ENGAGEMENT IS SHAPED BY INDIVIDUAL, SOCIAL, ECONOMIC, AND PSYCHOLOGICAL FACTORS , Volume 11 , Issue 5, may 2025, EPRA International Journal of Multidisciplinary Research (IJMR) ,