Main Article Content
Abstract
This study explains the role of Social Media marketing as an e-commerce tool which is expected to avail tremendous benefits to companies in the world of business. Corporates which are capable of implementing proper Social Media marketing platform to market their products can improve their profit as well as customer numbers . The changes of consumer behavior in modern era necessitate the firms to rethink their marketing strategies in the Social Media’s domain. The internet based application in the second generation accelerated the marketing efforts paving ways to firms to implement innovative forms of communication and to create contents with their customers. With a survey of online buyers, Business Executives and Sales Managers (catogorised as business people), this article shows that the trend has increased to buy online and offline with the influence of social media marketing and firms are pressurised to adopt the Social Media marketing platforms to survive in the market. So firms must focus on relationship based interactions with their customers to improve digital marketing engagement. This article demonstrates how some firms are accomplishing this by improving competitiveness and sales.