Published Paper Details:

Different types of social media platforms are available to a user which have peculiar characteristics of their own. Also, this field being very dynamic, newer platforms keep on adding on a continuous basis. All this adds to more complexity and confusion. The core of all these platforms is network relationships. The major reason people take part in these activities is to build new relationships and sustain the existing ones. Initially, only a few organisations used social media, that too as a means for communicating with their customers, as they were unsure about the usefulness as a marketing tool. But in the last decade, they have woken up to the fact that social media can be used in a big way as a promotion tool to influence consumer behaviour. We see many companies creating their profiles on various social media platforms for engaging their present and prospective customers. The pace of change in this context is quite fast; that is why companies always have to look for new and innovative marketing strategies to match up with the changing trends in the market.