TY  - BOOK
AU  - Siddharth Shriram Shimpi
TI  - Social Media as an Effective Marketing Tool: An Empirical Study
PY  - 2018///
CY  - New Delhi
PB  - Associated Management Consultants Pvt. Ltd.
KW  - Marketing
KW  - Social Media
KW  - Management Institutes
KW  - Branding
KW  - Electronic word-of -mouth
KW  - Social Image
N2  - 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
ER  -