An analytical study on Role of social media i...

An analytical study on Role of social media in marketing: Its Networking Sites trend and growth in marketing

Author Name : Kirti Verma

ABSTRACT

Over the years, marketingworldhaschanged and evolved to next level i.e. digital marketing. This change because is only possible because of rising increase in usage of the social media. Social media is playing a substantial role in digital marketing era. This paper studies the role played by social media in both marketers and consumers of marketing world. In today’s technology driven world, socialnetworking sites have become an avenue where businesses can extend their marketing campaigns to wider range of consumers. This paper examines that focuses on businesses development and use of social media as an extension of their marketing strategy. Although social media marketing is a well-researched topic but previous studies never precisely analysed the effectiveness related to the social networking. Thus,this study focus on describing what is social media marketing and its different sites ,their recent data analysis to find out the future scope and how effectively it help all sections of marketing to remain updated, informed and engaged in their social lives. This paper begins with an explanation of social media followed by discussion on its role in marketing and exploring the impact of social networking sites on businesses as well as consumers.

Keywords: Social media, Role of social networking sites, Digital marketing and social media marketing.