Published Paper Details:

Over the years, the concept of marketing has changed. This is an era of the digital age. People are socially very active and perceive things directly from the internet. Social media has become a foundation of modern marketing strategies. This new wave of marketing has shaped business strategies, consumer behavior and brand loyalty. Through social media, brands are connecting, engaging and influencing people. Many small brands and startups with the help of social media are increasing their sales and profit in the customer oriented segment. People are online and businesses are grooming their strategies in that way. Brands are building communities through social media to interact, engage and satisfy their audiences. By keeping in view the need to study this evolving topic, the present paper deals with the evolution of social media marketing. Marketers can redefine the future of marketing in this era of digitization. Brands are focusing on artificial intelligence, influential marketing and building communities. The way of doing marketing is changing with the change in the behavioural pattern of customers. Through this paper, we will understand how social media has become one of the most influential tools in the digital marketing landscape.