Published Paper Details:

Social media marketing refers to the process of gaining website traffic or attention through social media sites. Indian marketers are moving at a fast speed to tap the one normal opportunity. Social media has gone mainstream and for businesses it represents an unprecedented marketing opportunity that transcends traditional middlemen and Connects companies directly with customers. Customer acquisitions remain to be the prime goal of Indian marketers. According to leading marketers of India, the top three online investment channels are social media, Email marketing and Search marketing. This is why nearly every business on the planet is exploring social media marketing initiatives. The Focus of marketers is shifting from sending the message out to start engaging with Customers. In this context, the role of a marketer is changing from batch and blast processing to creating listening posts and dialogue hubs in customer communities. Shift from isolated pure play traditional platforms to an integrated multichannel approach is helping the marketers address the challenge of consumers expectations across many devices and channels. Indian marketers are leveraging the power of various communication channels and technologies be it Email, SMS or social media in their portfolio. Social media marketing programs usually centre on efforts to create content that attracts attention and encourages readers to share it with their social networks. Corporate message spreads from the user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. Customer perception towards social media marketing has been a topic of interest for both marketers and researchers in recent years. Social media has become an important platform for businesses to reach their target audience and promote their products and services. However, consumers have different attitudes towards social media marketing, which can impact the effectiveness of marketing strategies. These abstract reviews the literature on consumer perception towards social media marketing, including the factors that influence their perception, such as trust, credibility, perceived value, and the nature of the content. Additionally, the abstract highlights the importance of understanding consumer behaviour in the context of social media marketing.