A Study On Social Media Advertising Regarding Generation X In State Of Kerala

Abstract

This study investigates the influence of gender, income, and age on consumer behavior in the context of social media advertising. A cross-sectional comparative design was employed to analyze the attitudes and preferences of active social media users in the Malabar region of Kerala, India. T-tests were used to assess the significance of differences in consumer behavior based on these demographic factors. The findings reveal that gender, income, and age significantly impact consumer choices and preferences within the realm of social media advertising. Marketers need to tailor their strategies to effectively target different gender groups, income levels, and age cohorts to engage and appeal to diverse consumer segments.