Abstract
In the digital era, social media has become an important platform for businesses to connect with customers, promote their brands, and build long-term loyalty. This study investigates the relationship between social media marketing strategies and customer satisfaction, with a specific focus on the mediating role of brand image in Kanchipuram city. A structured questionnaire was distributed to 200 respondents, including students, professionals, and homemakers who actively use social media. Data was analyzed using percentage analysis and Chi-square test to evaluate customer perceptions. The findings reveal that engaging content, frequent interaction, and trust in brand reputation significantly influence customer satisfaction. The study highlights that a strong brand image enhances the positive impact of social media marketing, leading to improved customer loyalty and retention.
Keywords: Social Media Marketing, Brand Image, Customer Satisfaction, Kanchipuram, Digital Marketing
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