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100			_aSiddharth Shriram Shimpi _91155
245			_aSocial Media as an Effective Marketing Tool _bAn Empirical Study
260			_aNew Delhi _bAssociated Management Consultants Pvt. Ltd. _cJuly 2018
300			_aVol. 48, Issues 07, July, 2018, Pages 36 - 49
520			_aSocial 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.
650			_aMarketing
654			_aSocial Media _aManagement Institutes _aBranding _aElectronic word-of -mouth _aSocial Image
773			_tIndian Journal of Marketing
942			_cAR
999			_c36713 _d36713