The impact of social media on business growth and performance in India

Balusamy S,Venkatasubramaniam A,Giri N

doi:10.26524/jms.2019.22

Abstract

Until the late 1990’s the only form of media known to businesses were television, newspapers and radio, however in the early 2000s, a revolution in media was witnessed and the world was introduced to Social Media. Social Media is a just like any other Form of media is a tool used for communication but at the larger scale for social interaction using highly accessible and scalable Communication techniques. Social media has a positive impact and a positive influence on the company as well as the customers. Social media is becoming an essential tool for marketers, which is at a very minimum investment. In today’s’ scenario consumers judge a company based on their online presence, hence companies can innovate and simultaneously create a strong social presence by always catering to their customers’ needs and concerns.Internationally, companies have adopted Social Media as an essential tool for their marketing campaign; however the same is not adapted in India to a large extent. What are the benefits of Social media? What are the examples of Social media? This study understands the benefits,impact and importance of Social Media on business performance and growth.

Highlights

IntroductionYou can beg for attention from the media (PR)
Social Media is a just like any other form of media is a tool used for communication but at the larger scale for social interaction using highly accessible and scalable communication techniques
With Social media growing at an astronomical rate, there is a tremendous impact on business and the business of marketing

Summary

Introduction

You can beg for attention from the media (PR). You can earn attention by creating something interesting and valuable and publishing it online for free.” – David Meerman Scott, Marketing strategist/Author The New Rules of Marketing and PR. Until the late 1990’s the only form of media known to businesses were television, newspapers and radio, in the early 2000s, a revolution in media was witnessed and the world was introduced to Social Media [1-5]. Social Media is a just like any other form of media is a tool used for communication but at the larger scale for social interaction using highly accessible and scalable communication techniques. According to Ann Handley – Marketing Profs, Author with C.C. Chapman of Content Rules, “Social media is an ever-growing and evolving collection of online tools and toys, platforms and applications that enable all of us to interact with and share information. It’s both the connective tissue and neural net of the Web”

Literature Review

Impact of Social Media on Business Growth and Performance

Social Media as an Essential Marketing Tool

Findings

6.Conclusion