Social Media as an Effective Tool to Promote Business- An Empirical Study

Dr. Moloy Ghoshal

Authors

Dr. Moloy Ghoshal

Keywords:

brand loyalty; promotional tool; marketing strategy; social media marketing (SMM); social networking site; social media; online branding

Abstract

Abstract not found

Downloads

How to Cite

Social Media as an Effective Tool to Promote Business- An Empirical Study. (2019). Global Journal of Management and Business Research, 19(E1), 15-25. https://journalofbusiness.org/index.php/GJMBR/article/view/2673

Download Citation

References

D Aaker, K Keller (1990) Consumer evaluations of brand extension. 54(1), 24-41.

Mauro Bampo, Michael Ewing, Dineli Mather, David Stewart, Mark Wallace (2008) The Effects of the Social Structure of Digital Networks on Viral Marketing Performance. 19(3), 273-290.

R Junco, D Merson, D Salter (2010) The effect of gender, ethnicity, and income on college students' use of communication technologies. 13(6), 619-627.

Andreas Kaplan, Michael Haenlein (2010) Users of the world, unite! The challenges and opportunities of Social Media. 53(1), 59-68.

Michel Laroche, Mohammad Habibi, Marie-Odile Richard, Ramesh Sankaranarayanan (2012) The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. 28(5), 1755-1767.

Tarek Mady (2011) Sentiment toward marketing: Should we care about consumer alienation and readiness to use technology?. 10(1), 192-204.

Albert Muñiz, Hope Jensen, Schau (2007) Vigilante Marketing and Consumer Created Communications. 36(1), 35-50.

T O'reilly (2005) LAS VEGAS SANDS CORP., a Nevada corporation, Plaintiff, v. UKNOWN REGISTRANTS OF www.wn0000.com, www.wn1111.com, www.wn2222.com, www.wn3333.com, www.wn4444.com, www.wn5555.com, www.wn6666.com, www.wn7777.com, www.wn8888.com, www.wn9999.com, www.112211.com, www.4456888.com, www.4489888.com, www.001148.com, and www.2289888.com, Defendants.. 20(10), 859-868.

A Parasuraman (2000) Technology Readiness Index (Tri). 2(4), 307-320.

L Porter, G Golan (2006) From subservient chickens to brawny men: A comparison of viral advertising to television advertising. 6(2).

Marcelo Royo‐vela, Paolo Casamassima (2011) The influence of belonging to virtual brand communities on consumers' affective commitment, satisfaction and word‐of‐mouth advertising. 35(4), 517-542.

Venkatesh Shankar, Jeffery Inman, Murali Mantrala, Eileen Kelley, Ross Rizley (2011) Innovations in Shopper Marketing: Current Insights and Future Research Issues. 87, S29-S42.

A Vollman, L Abraham, M Mörn (2014) Women, Work, and the Web.

Markus Zinnbauer, Tobias Honer (2011) How Brands Can Create Social Currency - A Framework for Managing Brands in a Network Era. 28(5), 50-55.