Social Media Marketing: An Approach to Brand Recall and Reinforcement

Prof. R.K Verma; Ms. Charul Chaturvedi

doi:https://doi.org/10.69711/sharda.ijmir.v2i1.1305

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Social Media Marketing: An Approach to Brand Recall and Reinforcement

R.K Verma, Charul Chaturvedi

https://doi.org/10.69711/sharda.ijmir.v2i1.1305

Author Details ( * ) denotes Corresponding author

1. * R.K Verma, Dean, School of Business Studies, Sharda University, Greater Noida, U.P., India

2. Charul Chaturvedi, Dean, School of Business Studies, Sharda University, Greater Noida, U.P., India

Introduction to Social Media Marketing: Social media, a short while ago, was utilized more for personal pleasure and interaction with likeminded groups. These groups could be amongst the school mates, communities, professionals, friends and families. It means that the social media seeks to influence the social behavior of individuals, decision making process, perception about tangible or intangible objects, to benefit the society or the target audiences. In the year 1971, Kotler and Zaltman recognized the importance of this media and developed 'social marketing' concept. They defined it as: "the design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research". As the e-commerce is maturing, companies have realized the importance of social media sites and the potential they offer for enhancing market reach, brand awareness, transaction management and customer retention.

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