Author(s)

R. Ayswarya¹, Shilpa A. Telreja¹, S. Praveena¹, M. Ilankadhir²

¹PG & Research Department of Commerce, Cauvery College for Women (Autonomous), Tiruchirappalli, India.
²School of Management Studies, Sathyabama Institute of Science and Technology, Chennai, India.

Purpose: Facebook dominates the global market due to its creativity and adaptability. Facebook adapted itself to become one of the most creative and innovative organizations and gained massive success in emerging markets such as India. Social media marketing offers varies new opportunities for companies to promote their brands, products, and services through Social networking sites. The main purpose of this paper is to develop an understanding and analysis the social media marketing on Facebook. Methodology: This study was conducted by using empirical research and data collected by using convenience method. 100 respondents were approached for this study. This study is made based on the opinion given by the respondents only. Findings: Social media is a platform of advertisement and most of the marketing advertising are posted on Facebook. 76 percent of the respondents came to know about social media marketing through friends. 61 percent of the respondents said that cost is the more effective marketing method in Social Media Marketing Method. 50 percent of the respondents sometimes were shopping online by promotional activities of social media sites. Originality/Values: This paper explores the difference between social media marketing and traditional media using consumer perspectives.

Social Media Marketing, Social Networking Sites, Promotional Activities

Ayswarya, R. , Telreja, S. , Praveena, S. and Ilankadhir, M. (2019) Facebook—A Boon or Bane towards Social Media Marketing. Journal of Service Science and Management, 12, 628-638. doi: 10.4236/jssm.2019.125043.