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ZENITH International Journal of Business Economics & Management Research
Year : 2018, Volume : 8, Issue : 4
First page : ( 23) Last page : ( 35)
Online ISSN : 2249-8826.

Marketing Management in The Digital Era: A Study of Social Media and Its Impact on Buyers’ Market

Rana Mahima

Assistant Professor Department of Commerce, Dav (P.G.) College, Karnal-132001, Haryana, India

Online published on 2 May, 2018.


The impact of social media on our day to day lives is eminent. No aspect of our lives has remained untouched by sites like facebook, instagram, snapchat, linkedin, You Tube, Whatsapp, Google+, Pintrest, Quora etc. From dawn to dusk, people are constantly updated about the world via these media which are more informal, comfortable, and consumer friendly than news papers or television. The managers today have to understand exactly how deeply their customers are being influenced by these media and how to productively, profitably and optimally utilise the social media trend for marketing their offerings. This paper focuses on how our lives have been touched by social media marketing trends and how can managers in the Indian scenario utilise the opportunity provided by these media. The study takes into account all social media websites, popular in India, which influence the decision making process of an individual. Particular study on Instagram has been done to find out the social media trends and the possibility of using it as a productive marketing tool.



Facebook, India, Instagram, marketing, social media, trends.


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