Year: 2025
Type: article
Abstract: With the era of digitalization, social media has emerged as a weapon with tremendous power for marketing communication, transforming brandconsumer engagement across industries. This study explores the role of social media in enhancing marketing communication, particularly in the Ayurveda sector, where trust, brand awareness, and interaction with consumers are imperative. Through the study of various platforms of social media, this study aims to discern their potential for influencing consumer behavior, establishing brand credibility, and generating product consciousness. The study applies a mixed-method design with the incorporation of qualitative and quantitative analysis in order to assess the success of online engagement strategies such as influencer marketing, content-driven campaigns, and interactive promotions. The results show that social media significantly increases brand recognition and consumer trust in Ayurvedic products, resulting in purchase intention and long-term loyalty. The study concludes with strategic recommendations for social media use as a catalyst for effective marketing communication in the Ayurvedic market
Authors: Karankumar Dube Karankumar Dube, Shubhi Choudhary Shubhi Choudhary, Dr.Jayprakash Lamoria
Institution: Parul University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4409395749