Abstract: This study titled “A Study on Effectiveness of Social Media Marketing and Promotional Efficiency” explores the growing influence of social media platforms in modern marketing strategies and their role in enhancing promotional outcomes for businesses. As the digital landscape continues to evolve, companies increasingly rely on platforms such as Facebook, Instagram, and LinkedIn to build brand awareness, engage with target audiences, and drive consumer behavior. The research adopts a quantitative approach using a structured questionnaire and Likert scale to gather responses from 201 participants of varying demographics. Through statistical analysis using SPSS software—including frequency distribution, regression, ANOVA, and chi-square tests—the study identifies key patterns in user perception, platform effectiveness, and the impact of influencer marketing. The findings highlight that Instagram is the most effective platform for visual engagement, influencer marketing significantly boosts consumer trust, and short-form video content yields high interaction rates. While social media is recognized for its ability to influence purchase decisions and enhance brand recall, the study also points out the challenges in measuring return on investment (ROI) and ensuring content relevance. Based on these insights, the study offers actionable suggestions for improving content quality, personalizing promotions, leveraging influencer partnerships, and using platform-specific strategies to optimize marketing outcomes. Overall, the research concludes that social media marketing, when strategically implemented, can be a highly effective and efficient promotional tool that contributes significantly to business growth in today’s digital era.

Keywords: Social Media Marketing, Brand Awareness, Influencer Marketing, Return on Investment (ROI), Promotional Efficiency.

| DOI: 10.17148/IARJSET.2025.12542