What is Social Media Marketing? – A Consumer Behaviour Research

Social Media Marketing (SMM) refers to the process of disseminating messages, gaining internet traffic or attention through social media websites in order to promote a personality, cause or marketing a business. It involves all methods, strategies, channels and platforms aimed at using social media platforms to communicate and engage a defined target audience in order to met a defined marketing objective .

The convergence of technology and Social Media have changed the way people interact with one another and businesses can no more ignore these digital communities. The Internet has simplified business communication thereby improving the way companies sell, promote products and services. Product distribution has been made global and communication instantaneous; news travel within seconds making today’s newspapers good only for yesterday’s information. The effect on brands can be either extremely positive or negative depending on the perception of consumers. The purpose of this study is to examine the effect of Social Media Marketing messages and how they have influenced consumer’s perception of brands.

Social Media Marketing Communications typically centres on efforts by an individual or organisation to create media content (music, article, video) that communicates marketing messages that attract attention and encourage its target audience to experience, interact and share information with their social networks (either online or offline) to meet a business objective.

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