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A Literature Review On Social Media

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A Literature Review on Social Media and Social Media Marketing
Today almost every internet user is familiar with these two words irrespective of their profession, nationality, culture, race or religion. This concept is only a decade old but has reached every social and economic class of our society. Blackshaw & Nazzaro (2004) have beautifully defined social media in the beginning of the era of social media, as the new source of online information, where the information itself is – created, initiated, circulated and used by consumers for the purpose of educating each other about products, brands, services, personalities and issues. According to Chi (2011), social media marketing is a connection between the brands and consumers, …show more content…

This study attempts to understand the functions of the social media websites and their role in social media marketing. These building blocks are not mutually exclusive and also they are not part of every social media site. These building blocks are the constructs which helps us to understand how different levels of social media functionality can be configured (Kietzmann et al., 2011).
Social Media …show more content…

Social networking sites enable greater interaction with the online community through broadcasting up-to-date, consumer relevant information. (Fischer, & Reuber, 2011).
Sharing of Content: The sharing dimension is about the extent to which an individual ex-changes, distributes and receives content in a social media setting. (Babac, 2011) 3.1.4 Accessibility: The social media is easily accessible and takes minimal or no costs to use. Social media is easy to use and does not require any special skills, knowledge to use. (Taprial, & Kanwar, 2012)
Credibility: It is all about delivering your message clearly to the people, establishing credibility for what you say or do, connecting emotionally with your target audience, motivating the buyer and generating loyal customers. The social media provides a very good platform for all businesses (big or small) to network and reach out to their target audience, connect with them directly and generate trust by listening to what they have to say. (Taprial, & Kanwar,

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