Social Networking: An Effective Tool of Virtual Marketing?

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Author(s): Shivani Arora (Delhi University, India)
Copyright: 2015
Pages: 11
Source title: Strategic Infrastructure Development for Economic Growth and Social Change
Source Author(s)/Editor(s): Nilanjan Ray (Royal Thimphu College, Bhutan), Dillip Kumar Das (Sikkim Central University, India), Somnath Chaudhuri (Royal Thimphu College, Bhutan)and Arindam Ghosh (Royal Thimphu College, Bhutan)
DOI: 10.4018/978-1-4666-7470-7.ch022

Keywords: Business & Management / Business Science Reference / Management Science

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Abstract

This chapter aims to explain the impact of social networking websites on the youth of India. Their usage pattern being the focus which would go on to establish the efficacy of usage of social networking websites to expand the business. The build-up of the chapter is not only theoretical but also provides an analytical opinion derived from the results of a study. For the purpose of the study, questions were administered to around 500 avid users of social networking websites from Delhi University (150 completed questionnaires were received). The representative sample would go a long way in forming an opinion on whether it is worthwhile to use social networking to promote brands to the segment studied or not.

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