author(s)
Dr. Ganesh Appasaheb Jagtap

abstract
One of the most rapidly rising technologies of our day, social networking platforms is used by billions of consumers throughout the world. The marketing environment is constantly evolving as a direct result of the widespread use of various social media platforms. It's not unexpected that marketers have started embracing the use of social media as an advertising approach, given the massive audiences available that spend several hours per day utilizing social networking across a variety of platforms for information processing, entertainment, and social connections. There are already significant corporate values placed on the ways in that social media may be used to influence customer views and purchases. As a result, businesses are using social media mechanisms to strengthen relationships with clients. To reap the advantages of social media, both firms, and consumers need to adapt to the new norms. In light of this, the research endeavored to emphasize the role that user-generated content plays in the marketing of businesses, as well as to predict what social media channels and industries businesses should focus on in the future, and how doing so would alter the gender balance in such domains. Is it true that women are more likely to be influenced by commercials than men? This study sets out to quantify the influence of television commercials on the purchasing decisions of female college students. Social media campaigns that specifically target women have been demonstrated to provide better results than those that focus on men. The findings of this study will be useful for influencing businesses and marketing departments to increase their budgets for social media advertising and for assisting those departments already engaged in this field. Marketers interested in expanding their reach on social media platforms or improving their understanding of customer behavior may find this research useful.