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Social Media Marketing: Opportunities and Challenges

Author

Listed:
  • Dr. Kulwant Singh Rana

    (Professor in Commerce and Management Studies, H. P. University, Shimla - 5)

  • Anil Kumar

    (Assistant Professor in Commerce, Shyamlal College (Eve.), University of Delhi)

Abstract

Consumer is the basic foundation of every business. What consumer seeks, thinks, prefers and buys is of great importance to marketers to know and study the buying behavior of people. Every person has their own taste and preferences. It is influenced by many factors. Traditionally buyers concentrate on different aspects of products like quality, price and brand preferences, but now in present time many consumers relied also on social recommendations while making purchase decision. Many consumers are using blogs/ face book reviews and ratings as mean to seek recommendation. Peer advice and find product / service information. So social media is serving as an all-purpose medium to engage with consumers at all stages of the consumer decision journey. India is in transition stage we are moving from traditional marketing tools like, TV, radio, magazine etc. to modern marketing tools i e. Social media tools face book, corporate blogs, video channels, banners as on social nets. The trend of online marketing is increasing all over the world as well as in India also. Main focus of the proposed study is to provide an understanding to the concept social media marketing and to find out the challenges and opportunities for social media marketing in India.

Suggested Citation

  • Dr. Kulwant Singh Rana & Anil Kumar, 2016. "Social Media Marketing: Opportunities and Challenges," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 11(1), pages 45-49, April.
    • Handle: RePEc:jct:journl:v:11:y:2016:i:1:p:45-49
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    File URL: https://www.jctindia.org/index.php/jct/article/view/a16-ksrak
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    Citations

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    Cited by:

    1. Enikő Korcsmáros & Bence Csinger, 2022. "Sustainable Competitiveness in the Case of SMEs—Opportunities Provided by Social Media in an International Comparison," Sustainability, MDPI, vol. 14(19), pages 1-18, September.
    2. Forbes Makudza & Maxwell Sandada & David D. Madzikanda, 2021. "Augmenting Social Commerce Acceptance Through An All-Inclusive Approach To Social Commerce Drivers. Evidence From The Hotel Industry," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 5(2), pages 55-63, October.

    More about this item

    Keywords

    Concept of Social Media; Online Marketing; Challenges and Opportunities.;
    All these keywords.

    JEL classification:

    • A0 - General Economics and Teaching - - General
    • C0 - Mathematical and Quantitative Methods - - General

    Statistics

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