Domain: Social Media Marketing
Social media has altered the delivery, mode and accessibility of information of the companies to
the customers and hence modified the marketing strategies of the companies from traditional
form to communicative form. Earlier marketing strategies of the companies involved
advertisement in newspapers, TVs and radios while nowadays companies find it easier to create
a public profile in social networking sites for promoting their products to the customers. This has
been possible due to the growing advent of social media and the urge of the people across the
world to stay connected with their community through it. This paper presents a study of the
benefits of use of social media by the business enterprises for marketing and advertisements and
analysing its effectiveness in promoting businesses. The first section gives a brief introduction
about social media and the growing aspect of digital marketing while the later sections of this
report illustrate the importance and benefits of social media marketing while relating to the
concepts of E-WOM (electronic word of mouth) , online communities and online advertisements
in influencing purchase intention and brand loyalty of the consumers. The last section provides a
brief conclusion of studies and findings of the paper and the impact of social media marketing in
the businesses in modern times.
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