Asian Journal of Research in Marketing

There exists a vast body of literature on Digital Marketing. Drawing upon the social media phenomena in both practical and academic arenas, this study explored patterns and trends related to social media as a tool of marketing over the past few years. This paper represents an exploratory effort into this direction and analyzes existing Social Media marketing practices and tools, their benefits, and concerns associated with this type of marketing channel. Practical implications are suggested for organizations using social marketing tool and areas for future research are identified