INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 02, FEBRUARY 2020 ISSN 2277-8616 734 IJSTR©2020 www.ijstr.org Digital Marketing Through Social Networking Sites (Sns): A Field Of Digital Empowerment Dr. P.Balathandayutham, Dr. K. Anandanatarajan Abstract: The current study deals with the extent of purchase pattern among the online purchasers, by way of digital marketing. The aim of the study was to identify the influence of age on the online buying pattern through social networking sites in Chidambaram town of Tamilnadu. The sample population for the study was selected through Convenience Sampling. The sample size was fixed at 100. In order to identify the influence of the age factor on the online purchase through digital marketing, ANOVA was performed. the findings of the study revealed that the persons who are above the age of 45, purchase better and their pattern level was also found to be better when compared to the persons below 45 years of age. They are found to have a better level of online purchase knowledge. Index Terms: SNS, Digital Marketing Social media, buying behavior, buying attitude ——————————  —————————— 1. INTRODUCTION BOYD had defined the concept of social networking as the services which are based on web that permit persons to; put up public image within an enclosed system, communicate with the people those who are in the list of the enclosed system and also enlarge their circle of friends across the globe within this system. The sites of social networking also permit the users to create a connection, share data, playing games, chat with others and also to put up comments on the view of others. There are a few sites in social networks which follow specified procedures to interact with others in the social sites and some do not follow such procedures. Though used to the new trends in information technology, people should be aware of the threats and problems that may arise due to security issues. Absence of such awareness would lead to even exposure information regarding personal data and even loss of information. SNS (Social Networking Sites) revolve around the information that the persons express about self to others in the site for being connected, followed and viewed by others. the site of social networking had been defined by Boyd as an array of websites with information which are used by the general public for enlarging their friends circle through web pages. SNS has been used by people for several purposes. First among them is to communicate with others, forming and maintaining relation with them. some other functions include uploading personal photos and videos; updating the status as what they are doing currently; playing games; designing events and inviting others; making groups and chatting with people and posting private messages. 2. FACEBOOK This site of social networking was created on 4 th of February in 2004. It is mainly owned by Mark Zuckerberg along with Microsoft with a stake of 1.6% after paying $240 million. According to Forbes – 2008, this has ultimately led to trust that the business is worth $15 billion and it has got an estimated annual sale of $150 million. the requirement for joining in the Facebook page is to have a valid email ID (address) where any interest group is capable to connect the social networking site once the registration has been finished (Facebook – About, 2008). 3. MYSPACE Chris De Wolfe and Tom Anderson had created the concept of ‗Myspace‘ in the year 2003. The aforesaid creators were concerned in the organizations that involved storage of music and were the brokers of email list who sold the subscribers in their list to other entities for marketing practices. As per Bosworth (2005), the sale of e-mail through this procedure was considered as a spam and a rule was passed to restrict such practices 4. DIFFERENCES BETWEEN FACEBOOK AND MYSPACE Facebook and MySpace are more often compared with each other. The users of MySpace are allowed to make a modification in their profile using CSS and HTML. On the other hand, the users of Facebook are allowed to use only text. This fact makes them distinct from each other. Few other differences exist which are minor but quite noticeable. The employees of MySpace are around 300 at present and its present owner does not express or discloses their profits, News Corporation (Wikipedia – MySpace, 2008). To the contrary, Facebook has an employee number counting to 500 and its revenue is nearly $ 150 million (Wikipedia – Facebook, 2008). 5. REVIEW OF LITERATURE Verma, Deepak (2018) had made a serious assessment of the concept digital marketing. The author had presented certain opinions regarding the present and future developments in marketing. The content of this paper is on the basis of latest literature studies and the events that occur in the world of business. The author had utilized secondary data for the purposes of the study. The examination of several articles, reports, researches, magazines, newspapers, various websites and data on internet have been made. The result showed that India has seen a massive change in the field of digitalization. The customers go in search of information regarding the best offers of purchase rather than the traditional methods of purchase. through this study, the authors had ————————————————  Dr. P.Balathandayutham, Assistant Professor, Department of Business Administration, Annamalai University, AnnamalaiNagar- 608002 Cuddaore district, Tamilnadu,India , PH-9003481686. E- mail: assistantprofessor.au@gmail.com  Dr. K.Anandanatarjan, Associate Professor, Department of Business Administration, Annamalai University, AnnamalaiNagar-608002 Cuddaore district, Tamilnadu,India , PH-9442391118. E-mail: assistantprofessor.au@gmail.com