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Social Media as a Future Marketing Tool in India: An Overview

PRIMA: Practices and Research in Marketing

Volume 3 Issue 2

Published: 2013
Author(s) Name: Pravin Kuhikar | Author(s) Affiliation: Deputy Manager, Marketing, Bharat Petroleum Corporation Limited, India
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Abstract

Social media includes web and mobile technologies used to roll communication into interactive discussion. Social media is media for social interaction as a super-set beyond social communication. Social media is facilitated by globally reachable and scalable communication techniques and has significantly changed the way organizations, communities and individuals communicate. Social media marketing refers to the process of gaining website traffic or attention through social media sites like Facebook, Twitter, Blogs, YouTube etc. Marketers are witnessing the change in the marketing era from Customer-centric to Values-driven. In a world full of confusion, today’s customers are searching for companies that address their deepest needs for social, economic, and environmental justice in their mission, vision and values .They look for not only functional and emotional fulfillment but also human values and spirit fulfillment in the products and services they choose. Hence, companies will have to expand their focus to humankind issues.

Keywords: Social Media, Values-Driven Marketing, Evolution of Marketing, New Wave Technology

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