Marketing Communications Strategy through Social Media

作     者：Baisakhi Mitra Mustaphi 

作者机构：N.L.dalmia institute of management studies&researchmumbaiindia 

出 版 物：《Journal of Modern Accounting and Auditing》 (现代会计与审计（英文版）)

年 卷 期：2020年第16卷第12期

页      面：555-564页

学科分类：08[工学] 0812[工学-计算机科学与技术（可授工学、理学学位）] 

主　　题：marketing communications Internet challenges opportunities social media 

摘      要：Social media is becoming an important tool of marketing *** a huge number user in India and growing rapidly,Facebook’s popularity is making banks test the waters with a few basic services to discover how comfortable customers are carrying out transactions on the social networking *** some estimates,social networking now accounts for 40 percent of all time spent online in *** December 2008 and December 2009,total visits to the top 10 social networking sites increased 63 *** one in 10 Internet visits ends up at a social network;nearly one in four page views is on a social networking site,thus,making social networking a lucrative option for brand managers to market their brand and to create a brand *** is felt that people’s brand choices used to be heavily influenced by ***,this pattern is *** with access to computers,iPads,or smart phones now take time to reach the brands in a category,such as cars or TV,before making their final *** persons find it very easy to look up information about products on the Internet,ask their Facebook friends,attend to bloggers,and watch *** media is a *** also has *** this backdrop,this paper will address marketing communications strategy through social media in the fast-moving consumer goods(FMCG)Industry in India.