The research study attempts to investigate the impact level of social media marketing practices in business – An empirical study in Tirunelveli district. For the study, a quantitative research method was used, and a sample of 50 respondents was selected through a purposive sampling method. The primary data were used to fulfill the research objectives and self-administrated structured interview schedule were used for the data collection. The research reveals that impact of social media marketing practices in various stages of business through awareness level, preferences and positive effects such as impact on organizations' performance, in terms of cost reduction, improved customer relations, and enhanced information accessibility. The collected data is analyzed and interpreted with help of statistical tools such as mean score, Standard deviation, Garrett ranking method, factor analysis and regressionTest. The researcher has collected information on this topic from books, journals, reports of various institutions, unpublished thesis and websites.

Social Media Marketing, Digital Marketing, Customer Relationship Management.