Background: The rapid expansion of social media has fundamentally transformed contemporary marketing practices , particularly within niche markets such as organic products. In urban centres such as Chennai, characterized by high digital penetration and increasing health consciousness, social media marketing plays a critical role in shaping consumer engagement.

Objective: This study examines the effect of social media marketing strategies on consumer engagement with organic products in Chennai City and evaluates how demographic factors influence consumer awareness, preferences, and engagement levels.

Methods: A quantitative research design using a structured questionnaire was adopted, distributed to 644 respondents selected through stratified random sampling. Data were analyzed using descriptive statistics, mean analysis, independent sample t-test and analysis of variance (ANOVA) in order to find demographic differences and to evaluate the effectiveness of social media marketing strategies.

Results: Consumers demonstrated highly positive perceptions toward organic products and especially on the health benefits (Mean = 4.5) and quality of the products (Mean = 4.4). Informative content was the most effective social media strategy (Mean = 4.4), and influencer endorsements partially (Mean = 3.8). Significant differences were observed across age, education, occupation, and income groups (p < 0.05), indicating that demographic characteristics significantly influence awareness, preferences, social media usage, and engagement. Particularly for income and education, there were high engagements.

Conclusion: Social media marketing plays a significant role in consumer engagement with organic products in Chennai. Engagement-driven and information-based strategies are more effective than endorsement-based approaches. Demographic segmentation can enhance strategic targeting and strengthen brand–consumer relationships within the organic sector