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@article{180404,
        author = {Mrs. M. BANUREKHA and Ms. G. AKSHARASREE},
        title = {AN OVERVIEW OF CONSUMER SATISFACTION OF JEWELRY SALES THROUGH THE IMPACT OF SOCIAL MEDIA IN NATRAJ JEWELS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {1},
        pages = {1571-1575},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=180404},
        abstract = {Jewelry businesses have increasingly leveraged social media platforms to engage customers and boost sales. Natraj Jewels has been actively using platforms such as Instagram, Facebook, and WhatsApp to market its collections and interact with customers. This study aims to analyze consumer satisfaction with jewelry purchases influenced by social media engagement. Data collected from 150 customers of Natraj Jewels were tested using T-Test, ANOVA, and Chi-Square to determine the impact of demographic variables on customer satisfaction. The results indicate that factors such as income, occupation, and frequency of social media use significantly affect satisfaction levels, while age, gender, and education have minimal influence. Moreover, customers who interact more frequently with Natraj Jewels' social media content are more likely to express higher levels of satisfaction and repeat purchase intentions. Recommendations include improved digital engagement strategies, tailored promotional offers, and personalized customer interaction through social media. These insights will assist Natraj Jewels in enhancing customer satisfaction and long-term loyalty.},
        keywords = {Customer Satisfaction, Natraj Jewels, Jewelry Sales, Social Media Marketing, Consumer Behavior, Digital Engagement.},
        month = {June},
        }