Title: A multidimensional role of social media as marketing tool: a review of literature

Authors: Ravinder Pant; Antriksha Negi; Nawal Kishor

Addresses: School of Management Studies, Indira Gandhi National Open University, Maidan Garhi New Delhi – 110068, India; Atma Ram Sanatan Dharma College (University of Delhi), Dhaula kuan, Delhi – 110021, India ' Vivekananda School of Business Studies, Vivekananda Institute of Professional Studies, AU-Block (Outer Ring Road), Pitampura, Delhi – 110034, India ' School of Management Studies, Indira Gandhi National Open University, Maidan Garhi New Delhi – 110068, India

Abstract: The internet has changed the way we work, spend our day and communicate with each other. Social media is a cluster of websites and applications designed to let people share community-based input, interact, content-share and collaborate quickly, efficiently and in real-time. However social networking is not a new concept, as it has always been within human nature to communicate and socialise with one another, as well as to recommend, comment and remind each other about commercial content (Uitz, 2012). The study aims to review systematically the concept and role of social media marketing in attracting and retaining customers. This article will help marketers, researchers and academicians to understand various dimensions of social media along with their implications for customers. The study identified various variables used by different researchers in their study and can be used for further exploration; consumer engagement, consumers' attitude, web advertising attributes, perceived benefits, i.e., a) practical benefit; b) entertainment benefit; c) social benefit and perceived trust, brand awareness, etc. Detailed literature studies lead to the conclusion that there are various factors which impact consumer's decision making through social media marketing.

Keywords: brand engagement; consumer engagement; marketing; promotion; social media.

DOI: 10.1504/IJTTC.2020.109411

International Journal of Technology Transfer and Commercialisation, 2020 Vol.17 No.2/3, pp.265 - 285

Received: 30 Apr 2019
Accepted: 13 Jan 2020

Published online: 02 Sep 2020 *

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