AN EXPLORATORY STUDY ON OH SO SOCIAL WEB ADOPTION BY TOP AUTOMOBILE BRANDS IN INDIA

Abstract

Abstract:  Social media platforms and services have rapidly grown into an important societal phenomenon, with increasing impact on business. Services like Facebook and Twitter and sites like LinkedIn and YouTube with a plethora of applications aimed at communication and collaboration have invaded the business scene as they are becoming an important part of peoples everyday lives.Embracing social media web tools by business is indeed the need of the hour as a virtual presence/absence can be a decisive factor in keeping customers engaged and preventing from straying away from their brands. This paper is an exploratory study of the web site content analysis of 20 Automobile Brands rated as top by walkthroughindia.com. The study elucidates the adoption of the popular social media sites in terms of their use and usage patterns and also examines the influence of Management Fashion and Structural Adaptation Theory on them.