Abstract

Popularity of social networking sites with deeper penetration of internet enables marketers to exploit it as new emerging medium for brand developing exercises. Interaction of social networking sites with brand results in positive positioning in prospective and current customer base. The medium can be exploited by marketers for developing strong brand and pushing their messages out through a variety of media. Effective and timely execution in social-media networking sphere will serve a paradigm to differentiate brand, drive brand identity and reputation through loyal consumer bases.

Authors and Affiliations