International Journal of Commerce and Management Research

Authors
Dr. Ruchika Jhuraney

Abstract
Social media has risen to a great level in India since last few years. 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. The usage of Social Media is increasing exponentially to satisfy the social needs of internet users, at the same time it has also increased the opportunities for corporate to market their products and services in a personalized way. The past record shows that social media has contributed significantly in changing the perception of customers in buying process. Social media today, is among the ‘best opportunities available’ to a brand for connecting with prospective consumers. Social media is the medium to socialize. These new media have won the trust of consumers by connecting with them at a deeper level. Global companies have recognized social media marketing as a potential marketing platform. Hence, the need arises to study the state of social media use in marketing activities by Indian companies. This study is an attempt to create awareness among Indian marketers about the power of SM Environment spreading at large.