Social Media as an Effective Marketing Tool An Empirical Study
Publication details: New Delhi Associated Management Consultants Pvt. Ltd. July 2018Description: Vol. 48, Issues 07, July, 2018, Pages 36 - 49Subject(s): In: Indian Journal of MarketingSummary: Social media has introduced a unique aspect to marketing strategy, where once companies dictated what was said about their brands to a passive audience, consumers have become the creators and distributors of these messages. Designing communication for social media is a different ball game with increasing awareness and impatient audience, rising competition, and cost. This study confirmed the mediating role of impression management in electronic word-of-mouth and social media on branding of management institutes.| Item type | Current library | Status | Barcode | |
|---|---|---|---|---|
| Article | St. Francis Institute of Management and Research | Available | AR0915 |
Social media has introduced a unique aspect to marketing strategy, where once companies dictated what was said about their brands to a passive audience, consumers have become the creators and distributors of these messages. Designing communication for social media is a different ball game with increasing awareness and impatient audience, rising competition, and cost. This study confirmed the mediating role of impression management in electronic word-of-mouth and social media on branding of management institutes.
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