IMPACT OF SOCIAL MEDIA MARKETING (SMM) ON E-BUYERS OF KANYAKUMARI DISTRICT

Abstract

This chapter provides an insight of contemporary developments in social media marketing with special reference to the e-buyer’s before making decision to buy the product emergence of online technology and its influence upon various marketing operations. The information flow through the introduction of the concept of social Media involving the synthesis of sociology and technology and creating an environment on the internet where people share experiences with each other and develop networks followed by analysis of its three main components (Publishing Technology for Everyone, Information Diffusion, and Relationship Building) highlighting its various dimensions. Further, it leads to discussion about Social Media Marketing becoming a latest and popular trend as a digital platform for social interaction between virtual communities