Siddharth Shriram Shimpi <br/><br/>
Social Media as an Effective Marketing Tool  An Empirical Study 

 - New Delhi  Associated Management Consultants Pvt. Ltd.  July 2018 
 - Vol. 48, Issues 07, July, 2018, Pages 36 - 49 
<br/><br/> 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. 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing
<br/><br/><label>Subjects--Facted Index Terms: </label><br/>Social Media<br/>Management Institutes<br/>Branding<br/>Electronic word-of -mouth<br/>Social Image