The main purpose of the research is to investigate the promotional effectiveness influencing the behavioural consequences of social media users. The relationship between promotional effectiveness and behavioural outcomes is stronger in the presence of demographic variables. The study's hypotheses were tested using MGA and MICOM in PLS-SEM software. A sample of 500 respondents was collected through a random stratified sampling technique across various districts of Haryana. The study's findings indicate that promotional effectiveness has a positive and significant impact on behavioural outcomes, except for residence, which shows insignificant results. This means there is no difference in the effects of promotional effectiveness on behavioural outcomes between rural and urban areas of Haryana. However, the study's conclusions provide practical advice for marketers by emphasizing the insights gained by several researchers in their investigations.
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