Social Media Marketing

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DISSERTATION SUBMISSION
on
EMERGING ROLE OF SOCIAL MEDIA MARKETING IN THE PROMOTION MIX OF TELECOM COMPANIES IN INDIA By
Samuel David Mandal
A0101910101
MBA CLASS OF 2012

Under the Supervision of
Mr. Rakesh Gupta
Professor
Amity Business School

In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration at
AMITY BUSINESS SCHOOL
AMITY UNIVERSITY, UTTAR PRADESH
SECTOR – 125, NOIDA 201303, UTTAR PRADESH. INDIA
Declaration

Project Title:EMERGING ROLE OF SOCIAL MEDIA MARKETING IN THE PROMOTION MIX OF TELECOM COMPANIES IN INDIA

I declare
That the work presented for assessment in this Dissertation Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged.

That the work confirms to the guidelines for presentation and style set out in the relevant documentation.

Date: 3rd November, 2011SaS Samuel David Mandal
A0101910101
MBA Class of 2012

Faculty Certificate
I Prof. Rakesh Gupta hereby certify that Samuel David Mandal, a student of Masters of Business Administration at Amity Business School, Amity University, Uttar Pradesh is completing his dissertation on “EMERGING ROLE OF SOCIAL MEDIA MARKETING IN THE PROMOTION MIX OF TELECOM COMPANIES IN INDIA”, under my guidance.

Date: 3rd November, 2011Mr. Rakesh Gupta
Place: Noida, IndiaProfessor
Amity Business School

TABLE OF CONTENTS

Introduction……………………………………………………………………….. . 5
Literature Review………………………………………………………………….. 12
Research Methodology……………………………………………………………...15
References………………………………………………………………………….. 21  
Chapter-1
INTRODUCTION
In recent years there has been an accelerating discussion on the importance of changing promotion mix related to organizational marketing strategy. Due to improvement of technology as well as tech-savvy consumers in developed markets, companies are probably more than ever before trying to have greater visibility and better ability to respond quickly to competitors’ actions. Also the increasing competition has created a market situation where products have become very similar. This is one of the important reasons why many organizations have realized that focusing only on the physical product is insufficient strategy for being distinguished from the competitors. Therefore, concentrating on marketing communication has started to gain more significant importance in the long term strategies of companies.

Internet and especially social media as a marketing channel are offering potential tools for this reformation. Even though the social media is rarely direct selling channel, yet it is a very effective tool to gain visibility for the company and its products. By using social media applications, companies have ability to reach new and relatively large target groups faster than by using traditional marketing channels. Also the audience has already brought out its interest by responding to the message.

Social media refers to activities, practices, and behaviors among communities of people who gather online to share information, knowledge, and opinions using conversational media and relates to the sharing of information, experiences, and perspectives throughout community-oriented websites. It is content that has been created by its audience and are online applications, platforms and media which aim to facilitate interaction, collaboration, and the sharing of content. Some of the most common visited social networking websites are Facebook, Twitter, MySpace, YouTube, and LinkedIn.

With a definition of social media in place, accurately defining social media marketing is possible. A basic definition is using social media channels to promote a company and its products. An expanded definition is a process that empowers companies to promote their websites, products, or services through online...
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