Building brands in the digital age: advent and impact of social media campaigns

Abstract

Marketing tactics are challenging in today‟s market since the awareness level of the consumers and the knowledge level of the potential consumers have increased over the years with the increased usage of sources that provide information to the masses. Internet is one of the major sources of information used by the masses today. Social media is one of the channels which are used for the information sharing of people over a larger geographical area. The internet source is not geographically separated since the cyber space is a composite of information online. With this research, the marketing tactics as used by marketers in the cyberspace more particularly related to the social media marketing is studied. Social media marketing is defined as the online marketing carried out among a large set of people that are interacting on social terms, online. In the realm of social media, there are various elements that can be considered such as interactivity, social connections, two way communication, and information sharing including multimedia. In this capacity, the ability of a brand or an organization to market its presence both online and physical is something which is the primary motive of the study.