Pilot study on impact of social media on promotion of Pet care products for Ahmednagar

Abstract This study investigates the role of social media in promoting pet care products in Ahmednagar City. Using both primary survey data and a review of existing literature, the research analyses how popular platforms such as Facebook, Instagram, YouTube, and WhatsApp affect consumer awareness, engagement, and purchasing decisions. A structured questionnaire was distributed to 200 pet-owning respondents during June and July 2024 to understand their social media usage, the credibility they assign to online promotions, and their intention to purchase pet care products. The findings indicate that Instagram and Facebook are highly effective in increasing product awareness among consumers, while WhatsApp groups play an important role in building trust through peer recommendations and shared experiences. Despite these advantages, businesses face certain challenges, particularly in accurately measuring return on investment (ROI) and addressing the spread of misinformation on social media platforms. The study also highlights demographic patterns, showing that millennials and Gen Z pet owners demonstrate higher levels of engagement with social media promotions. Additionally, the research points out significant opportunities for local small businesses to utilize targeted social media campaigns to reach potential customers more effectively. The paper further discusses strategies for improving content marketing by maintaining a balance between educational and promotional messages. Future research can expand this study by examining similar trends in other semi-urban markets.