Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-July12-Article6-A New Marketing Paradigm - Social Media or Web 2.0: An Empirical Analysis To Study The Awareness, Key Deliverables, Engagement And Usage of Social Media By Small And Medium Enterprises in Delhi
- Price : 80.00
- Published on March 23, 2013
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
The new wave of social media marketing mainly done through social media/ Web 2.0 tools like Blogs, Wikis, RSS, Social Networks, Forums/ Communities is no longer limited to only large organizations, but is also gaining hold in Small and Medium Enterprises in India. Capturing the voice of the customer has significantly become important as he has more power than ever. Consumers tweet, blog, share, use Facebook or some other forum to dissect every detail of what brands claim and promise in marketing - right from product performance to customer service. The key deliverables that social media promises to provide is not just restricted to large organizations but also to SMEs in creation of brand awareness, developing initial level of trust in the organizations, generation of sales, engaging customers in interactions, and influencing customer purchase decision in a major way . This paper attempts to study the awareness, understanding levels of different social media tools in present times among small and medium enterprises in Delhi and determining the key deliverables of social media to SMEs and the various activities these organizations are engaged with, using various social media tools like Blogs, Social Networks like Facebook, Micro blogging sites like Twitter and professional networks like LinkedIn.
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.