Chapter 6: Effectiveness of Social Media Towards Enhancement of Marketing Strategies in Indian Business Scenario

Social media enhances the marketing strategies contributing to increasing the brand image in Indian business scenario. The creativity and innovativeness of social media marketing (SMM) are not always exploited due to unawareness of its utilisation. The present study depicts the various types of social media, the marketing strategies of social media, benefits and challenges. This study also highlights the relevance of emerging technologies as a marketing tool. The study follows a thorough analysis of the SMM methods’ advantages, disadvantages in the Indian setting, thus expanding understanding and disseminating details on research and practical initiatives in these domains. The use of the internet has made huge exposure opportunities specially the online marketing, which uses different advertising techniques like chatbot, blogs, podcast and social media to defuse the target customers. Among the various social media networks, the most common friendly and highly surfing are YouTube, Facebook, Twitter, Instagram and TikTok. In the present Indian business scenario, the various social networks effectively promote both products and services in this borderless world. Social media plays a predominant role in building strong relationships between customer and brand and resulting in provoking customers buying behaviour. The marketing approaches promote prosperity and quality of life for customers. The achievement of SMM strategies brought holistic change in society. Today, individuals equipped with computers, iPads or smartphones tend to research various brands within a specific category, like cars or TVs, before making their ultimate decision. The research conducts a thorough analysis on SMM and its strategies. The most important segment that is the vernacular content has remained untapped till date has been explored and discussed with demographics factors specific to India.