THE INTERVENTION OF SOCIAL MEDIA MARKETING IN EMERGING ADULTS: WITH SPECIAL REFERENCE TO THIRUVANANTHAPURAM DISTRICT

Social media is that the fastest growing space of marketing; but the focus is largely on usage, tools and tactics than understanding whether or not social media may work into an integrated market with reference to influence in users. This study aims at highlight the intervention of social media marketing which contribute within the attitude of emerging adults that benefit the companies in the effectiveness of brand awareness, brand preference and brand retention through social media. With the help of an empirical research, the study has given justifiable reasons to firms for adopting social media as one of the best corroborative medium to enrich attitude towards brands. This study proves that the good fortune of social media marketing is determined by the influence that creates within the users. It reveals the social media habits of emerging adults and there's an influence of gender, age, and education with social media marketing. The approach, strategies and marketing mix need to be formulated and examined from the user's perspective to achieve success in the market. This empirical study conducted with the emerging adults of Kerala using social media and has interest in social media marketing. With relate to the research topic, corresponding hypothesis were set and mainly confirmed. Various statistical analyses such as percentage analysis, t-test, and ANOVA test have been applied to support research hypotheses.