AN EMPIRICAL STUDY OF EFFECTIVENESS OF SOCIAL MEDIA ON BUSINESS

Abstract

 Entrepreneurs as well as advertisers see the need to keep up with the rapid speed of change or the risk of being obsolete in an age where technology prevails. The days are over when, in the current market scenario, a pure-bricks business model will succeed. Designing a marketing campaign without considering social networks is virtually impossible. In today's marketing mix in general and in promotion mix in particular, social media has become a genuinely significant gradient. The adaptation of some form of online marketing via social media is a key node for all companies, especially in an industry where trends such as fashion and handicrafts are constantly changing. In order to understand the efficacy of social media as a marketing tool, the paper performs empirical studies and an attempt has been made to examine the degree to which social media aids customers in purchasing decision-making.