Abstract:
Today we see that digital media age is growing fast. This has led to the transformation of the
world into an integrated whole. Now majority of the established businesses face no obstacles in
tapping the new opportunities and they connect worldwide easily. Due to the extensive range of
brands consumers have many choices to opt for.
For this reason today marketers are prompt and strongly competitive to attract and retain
customers. Marketing revolves around 4 P’s i.e. PRODUCT; PRICE PLACEMENT AND
PROMOTION. Today consumers are more interested in having e-marketing as they may have
virtual face to face communication and there is now a plethora of digital channels which can be
used to hold a dialogue between a Brand and a Consumer, or groups of consumers hence fulfills
the gap between the brand and the customer. With the passage of time the technological
advancements are at a boom and hence internet is considered to have become the necessity to
serve various purposes.
The study is all about the influence of social networking websites that is a great challenge
towards the old-fashioned means of promotions like Television commercials, Print, and Radio
Broadcasting. These social networking sites have also transformed the way in which the
customers engage with various brands. It further discusses how businesses have utilized social
media for the purpose of brand engagement for customers. What ensued as an opportunity for
young generation to discuss various matters and have conversations is now an integral measure
of each and every organizations Promotion/Marketing strategy.
This research further examines the usage level of these social networking websites and to what
brands consumers are attracted to and at what extent brand managers work to make consumers
engaged has been researched upon. Brands are involving people by introducing platforms like
website links, pages and groups and nowadays there priority is to have social networking as a
part of their strategy.
