ROLE OF SOCIAL MEDIA MARKETING IN BRAND BUILDING: THE NEW AGE MARKETING STRATEGY

Dr. Shamsher Singh; Ameet Sao; Tushar Bapurao Nagare; Ashwini Dharmarajan

Volume : V, Issue : IX, September - 2016

ROLE OF SOCIAL MEDIA MARKETING IN BRAND BUILDING: THE NEW AGE MARKETING STRATEGY

Dr. Shamsher Singh, Ameet Sao, Tushar Bapurao Nagare, Ashwini Dharmarajan

Abstract :

India being 2nd largest in population, 3rd largest by purchasing power parity and 7th largest in the economy by nominal GDP is a significant destination for all marketers to generate revenue. Brand plays a very significant role in generating sales. Different marketing strategies are adopted by marketers to create and. In the information age, the companies try to exploit every possible avenue to create their and image. No longer are today�s techno consumers contented with the traditional marketing communication channel hence social media marketing has become the essential part of their marketing communication. Also the demographic shift in India is in favor of young population, forcing the companies to adopt new marketing strategies for creating and. As majority of young population uses one or other social media networking site, it presents a unique opportunity to companies to reach a million of potential customers in a fraction of the cost as compared to traditional communication mix. The objective of this paper is to identify the role of social media marketing in and building and influencing consumer buying behavior while making a purchase decision in buying a product. This study has used primary data collected from 265 respondents through survey method using structured questionnaire. Convenient sampling method was used to analyze significant factors through ANOVA and factor analysis which differ across different demographic variables such as age, income, education and occupation. From the factor analysis, five factors were identified as [1] and impact [2] and recognition [3] and approval [4] and association and [5] and reliability. These findings highlight the utility of social media marketing in building ands.