Vol. 8, Special Issue 5 (2019)

Author(s):
Rahul and Sunil Yadav

Abstract:
In the last few years, we have witnessed the rapid advancement of social media branding, and today's use of these platforms is stronger than ever, reaching audiences all over the world through multiplatform social media branding strategies. Businesses can use social media to enhance customer communication, boost sales, foster brand loyalty, and establish enduring relationships by increasing brand awareness and customer loyalty. This opens our eyes to a completely different way of looking at how businesses operate, as well as how we normally interact with them and other people. An overview of the literature on the development of social media and how brands started using it as a tool for engagement marketing is given in this article.