A holistic approach on social media marketing.
Journal of Business Research (Journal)
The contribution of social media to the marketing sector is important. Planned and well-calculated marketing on social networking platforms needs further research. Companies employ social media marketing to engage more customers, generate awareness, and promote brands and reduce marketing expenditure. Effective social media marketing should be done by targeting the interested consumers by using hashtags and taking proper measures to not offend the ones who are uninterested. The category of firm and the nature of products determine the response of marketing on social networks. There is a need for a comprehensive and inclusive model to effectively boost the productivity of social media marketing.