Main Article Content
Abstract
The purpose of this paper is to scrutinize the consumer attitude towards social networking sites (SNS). It focus on their target social media marketing is a recent addition to organization’s integrated marketing communications (IMC) plans. Integrated Marketing Communications is a data-driven approach that focuses on identifying consumer insights and developing a strategy with the right (combined online and offline) channels to forge a stronger brand-consumer relationship. As one of customer touch point, social networking sites have spectacular benefits making number of Indian corporate adopt it. Present study explores consumer attitude and the shopping experience shared by other users, which can be taken care in applying social media in marketing practices e.g. branding, image-building, new product launch, communication and customer- servicing. Manager should develop the proper strategies for being socialized on social-networking sites. The paper enables marketing managers to assess how to utilize the newer media in order to generate value for consumers and get maximum long-term benefits for the company.