A STUDY ON THE EFFECTIVENESS OF MARKETING ON SOCIAL NETWORKING PLATFORM WITH SPECIAL REFERENCE TO NILAMBUR AREA”

commerce

Abstract Today information technology is incomplete with the word Internet.In recent days, internetadvertising has taken new forms which have more advantages over thetraditional mediums like print media, television and radio.Different strategies of communication are followed in various socialnetworking sites like Facebook, Twitter and WhatsApp. People get attached to brand communication in socialnetworking sites than usual banner and pop up ads. These networking sitesbring more interactive communication with advertising. Social networkingsites will become the primary arena for highly targeted marketing andadvertising. This research attempts to find the effectiveness of brand communicationstrategy in promoting and advertising their brand in social networking sites. The paper carries out to understand the effectiveness of social media as a marketing tool and an effort has been made to analyze the extent social media helps consumers in buying decision making.The effectiveness is determined with the help of survey from 120 customers who usethese sites in Nilambur Area, and the content of the above said three social networking sites are analyzed.

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