Marketing in Social Media and AI Era: A Study on Chennai Sub-urban Area

The rapid growth of digital technologies has reshaped traditional marketing, with social
media and artificial intelligence (AI) emerging as transformative tools. This study, titled
“Marketing in Social Media and AI Era – A Study in Gummidipoondi”, investigates their
impact on consumer behaviour and marketing effectiveness in a semi-urban context. With
rising internet penetration and smartphone adoption, even regions like Gummidipoondi have
experienced significant changes in how consumers engage with brands and make purchasing
decisions. Platforms such as Facebook, Instagram, and YouTube now serve as vital channels
for promotion, enabling interactive communication, feedback, and relationship building.