The impact of social media on relationship marketing- with special reference to ABC company

Currently Social media is a trend that is followed by individuals. Therefore, organizations could also utilize this factor in order to have long term set of customers. The main focus on the particular study is to identify the impact of social media in order to be relationship marketing oriented. Responses were gathered via a survey questionnaire and a case study approach to measure the impact of social media on relationship marketing. The results show that there is a significant relationship between social media and relationship marketing. This can be highlighted in Sri Lankan online retailing context as it has a significant contribution to national economy in order to gain competitive advantage in the market through a low cost approach such as social media.