EXCEL International Journal of Multidisciplinary Management Studies
Year : 2012, Volume : 2, Issue : 5
First page : ( 91) Last page : ( 99)
Print ISSN : 0000-0000. Online ISSN : 2249-8834.

Social media marketing in India – Creating new groundwork in marketing innovation

Pandya Khushbu

Department of Management, Sumandeep Vidyapeeth, Piparia, Waghodia, Vadodara, Gujarat

Abstract

Social media has risen to a great level in India since last few years. Marketers in the west have already taken advantage of Social Media. But Indian marketers are still lagging behind in this foray. According to a survey done by DEI Worldwide in 2008, among US consumers, “companies not engaging in social media as part of their online marketing strategy are missing an opportunity to reach consumers”. Social Media Marketing (SMM) is emerging as an innovation in the marketing field. In India SMM is catching fire since last 3 to 4 years. But still some companies are finding ways and means to manage it professionally. Hence, the need arise to study the state of social media use in marketing activities by Indian companies. By scouting the secondary data this study presents the state of social media marketing in India.

This study is an attempt to create awareness among Indian marketers about the power of SM Environment spreading at large. The study has used secondary sources of information from last 5 years and it is an exploratory in nature. This study answers one major research question – What is the state of social media marketing in India? And so to unravel this question, the study provides all major facts, figures, major research findings and some popular case study examples. Major findings show that social media platforms do have an impact on business and marketing. SM, primarily, is to be used for engaging consumers.

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Keywords

Social Media, Social Media Marketing, Social Media Platforms.

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