Social Media as a Marketing Tool

Abstract

Purpose: The study focused to conduct a comprehensive comparative analysis between social media marketing and Traditional media marketing.
 
 Theoretical Framework: The theoretical framework for this research on the comparative analysis of traditional media and social media consists of a series of contrasting statements that explore key dimensions like attractive advertising, informative advertising, reliability advertising etc. aiming to elucidate the distinct characteristics and implications of each marketing approach.
 
 Design/Methodology/Approach: The study is an exploratory based. The primary data is collected from 363 customers in Manipur using structured questionnaires. The data are analyzed using proper statistical tools- IBM SPSS Statistics 25 to determine which approach is more preferred by customers in the market situation of Manipur.
 
 Findings: Research results found that there is a significant difference between social media marketing and Traditional media marketing. The social media marketing is more preferred by customers over Traditional media marketing.
 
 Conclusion: Based on the research findings, the study intends contribute to a deeper understanding of the evolving landscape of marketing strategies and assists businesses in making informed decisions regarding choice of marketing channel in a small state like Manipur.
 
 Originality/ Value: The study lies in the holistic exploration of the contrasting dynamic between social media marketing and traditional media marketing. The study also enhances our insights into optimizing marketing decisions and harnessing the synergies between these two distinct yet interconnected avenues in the evolving landscape of media strategies.