IMPORTANCE OF SOCIAL MEDIA IN MARKETING HERBAL PRODUCTS IN TAMIL NADU

Abstract

The development of digital communication technologies changed the marketing approach in most industries, and this is not an exception to the herbal products industry. Facebook, Instagram, YouTube, and WhatsApp are social media platforms that have become highly effective business tools to market products, interact with consumers and create brand awareness. The market of herbal products has been growing tremendously since more and more consumers are shifting their interests to natural and organic products. This paper will explore how social media marketing is crucial in marketing herbal products in Tamil Nadu. The study makes use of the descriptive research design which utilizes primary and secondary data. A structured questionnaire was used to gather primary data by administering the questionnaires to consumers of herbal products. The research explores consumer awareness, buyer behavior and the issue of social media platforms to affect buying decisions. The results suggest that social media promotes brand awareness, involvement of consumer, and intention to purchase herbal products greatly. The social media marketing can also be used at low costs and be affordable to small herbal firms. The research paper summarizes that companies need to create strategic social media marketing campaigns, such as influencer marketing, customer reviews, and informative information to enhance consumer confidence and increase the market of herbal products.