Abstract

Marketing strategists have utilized social media platforms to increase sales, establish brand identity, and raise awareness. However, there are difficulties in converting public participation into financial growth. As a result, the current study looked into the challenges and success of social media marketing in attracting customers. The food retail market in India was the focus of the study because it has a diverse retail pattern and a simultaneous rise in social media use and internet use. The quantitative component of the research helped identify the relevant factors that customers perceive as having a significant impact on social media marketing's efficacy. Interviews with social media strategists were part of the qualitative research component, which helped decipher the implemented strategies as well as the opportunities and challenges associated with social media marketing. Two major Jakarta-based retailers served as the subjects of the study. According to the quantitative results of the survey, consumers did not consider the social aspect of social media marketing to be helpful in achieving their goals. Customers' perceptions of the relevance of social media marketing were found to be significantly influenced by factors such as belief (relevance of social media in obtaining up-to-date information and the capacity to share experiences), community participation (active participation in a retailer's social media page and stimulating the retail brand), monetary (obtaining better prices and free coupons for making purchases), and psychological (seeking a sense of affiliation and belonging in the community and establishing and maintaining relationships with other members).