Brand building through social media marketing - Indian experience

Social media turned to be one of the amazing media to connect prospective consumers with brands. India also makes use of social media as a marketing media in the last few years. Globally Companies have been using social media as a potential plat form to boost up their advertising campaign. The social media builds a higher commitment among customers towards brands by connecting with them at deeper level. Social media provides customers and marketers an interactive plat form to communicate information regarding brands. In India, eight out of ten people from urban areas who buy products use the internet to search for information on brands and products before making a purchase. A major driver for businesses to use the social media marketing is the low-cost model compared to traditional marketing media. Thus Social Media Marketing can be considered as a new mantra for modern world. This paper discusses about the concept of social media, social media marketing, the state of social media marketing in India and how it helps in brand building