A Study on the Effectiveness of Social Media as a Marketing Strategy

In an era where technology prevails, entrepreneurs as well as marketers see the need to keep up with the fast pace of change or risk being outdated. Gone are the days when a pure-bricks business model will thrive well in current market scenario. It is practically impossible to design a marketing strategy without considering social networks. Social media had become really an important gradient in today’s marketing mix in general and in promotion mix. Adapting some form of marketing online through social media is a key node for all businesses, especially in an industry where trends constantly change such as fashion and handicrafts. The purpose of this paper is to study the effectiveness of social media as a marketing tool and to analyze the extent to which social media helps consumers in buying decision-making.