Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Jan12-Article2-Leisure, Social Networking And Mass Media: The Evolving Confluence
- Price : 80.00
- Published on March 17, 2013
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Leisure is a versatile term; studies over the years have tried to define the term “leisure”. It is clear from all the work undertaken that leisure is an “activity” and over the years, the nature of this activity has changed tremendously. Technology, and especially Information Communication Technology (ICT), has bought about a paradigm shift in leisure activities. Today, social networking has become the most important leisure activity also leveraging on other aspects like business, social causes to name a few. Social networking is getting to become one of the most popular mass media tools ever. The cost involved in reaching out to a focused target group amounts to nothing while bringing in the required ‘action’ and ‘reaction’. Specific and focused lines of interest, congruence of peers, depth of expertise, spanning beyond time zones and geographic boundaries makes social networking gain an edge over the conventional mass media. Propagandas, which were spread through public speaking and personal charisma, can be done through social-networking today. Thus, social networking has taken over as an effective mass communication platform, blurring the significance of not only newspapers and televisions, but also personal propaganda. Key Words: Leisure, Social networking, Mass media, sustainable development.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.