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Consumers' response towards marketing through social networking sites in India

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  • Sita Mishra

Abstract

Across the globe, social networking sites (SNS) have become a dominant force in determining public opinion on virtually every aspect of commerce. This concept is leading to interesting debates in the academia and industry on how it will impinge on communications, links between individuals and commercial viability for marketers. As today's SNS exert a much stronger pull on their members compared to other websites, social networks have become a potentially useful marketing tool; relatively new in India, this phenomenon has been an instantaneous hit especially with the Indian youth. As the consumers' use of online media is growing, marketers need to review their strategies. In this paper, attempt is made to explore the responses of consumers towards marketing through SNS in India. The study will help marketers to examine the opportunities to consider this medium as a potential tool for marketing communications in India.

Suggested Citation

  • Sita Mishra, 2011. "Consumers' response towards marketing through social networking sites in India," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 4(4), pages 436-452.
    • Handle: RePEc:ids:ijicbm:v:4:y:2011:i:4:p:436-452
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    Cited by:

    1. Gaurav Khatwani & Gopal Das, 2016. "Evaluating combination of individual pre-purchase internet information channels using hybrid fuzzy MCDM technique: demographics as moderators," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 12(1), pages 28-49.

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