Consumers' response towards marketing through social networking sites in India Online publication date: Sat, 31-Jan-2015
by Sita Mishra
International Journal of Indian Culture and Business Management (IJICBM), Vol. 4, No. 4, 2011
Abstract: Across the globe, social networking sites (SNS) have become a dominant force in determining public opinion on virtually every aspect of commerce. This concept is leading to interesting debates in the academia and industry on how it will impinge on communications, links between individuals and commercial viability for marketers. As today's SNS exert a much stronger pull on their members compared to other websites, social networks have become a potentially useful marketing tool; relatively new in India, this phenomenon has been an instantaneous hit especially with the Indian youth. As the consumers' use of online media is growing, marketers need to review their strategies. In this paper, attempt is made to explore the responses of consumers towards marketing through SNS in India. The study will help marketers to examine the opportunities to consider this medium as a potential tool for marketing communications in India.
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