Effectiveness of Social Media Marketing & Public Relation of Sanitizer Manufacturers on Perception of Customers: A Study of Jharkhand (India) Kumar M.*, Singh S** *Assistant Professor, ICFAI University, Jharkhand, https://orcid.org/0000-0001-7644-7966 **Assistant Professor, ICFAI University, Jharkhand, https://orcid.org/0000-0001-7582-8900 JEL Classification: M31 Online published on 08 December, 2021. Abstract Purpose Marketing communication is the communication of the products or services to the potential customers and convincing them about the benefits provided. Accelerating Public Relations and marketing efforts during the time of a crisis isn't always bad and the current COVID-19 pandemic is no exception. The utilization and effectiveness of social media marketing and public relations have drastically increased in recent years. Sanitizer is among the several personal care products that have shifted from being luxury products to essential items due to the changing socio-economic scenario and increasing westernization and urbanization trends in India. Furthermore, the demands of sanitizers have surged since 2020 as a result of the Covid-19 outbreak. This has resulted in several players - small and large- entering this segment. This research paper measures the influence of social media marketing and public relations on perception of customers regarding Sanitizer. Methodology Convenient sampling technique was used for the study. A total of 200 samples were collected from important cities of Jharkhand namely Ranchi, Bokaro, Hazaribagh, Jamshedpur and Dhanbad. 40 samples were collected from each of these cities. Findings The Chi-squared test through tabulated and calculated value revealed that both social media marketing and public relations will influence the perception level of customers for sanitizers. Implications The findings of this paper imply that the players in the sanitizer segment should work out their social media marketing campaign and public relations in order to build higher perception level amongst target customers. Further research is indicated to include other important moderating or mediating variables that contribute to building perception of a brand. Originality This study might be the first in its nature post Covid-19 pandemic. Top Keywords Social Media Marketing, Public Relations, Sanitizer, Perception. Top |