• DIPENDRA NARAYAN ROY
• Dr. DEEPAK KUMAR

Growing popularity of social media compelled the marketers to think about this media along with traditional functional areas of marketing. Social media is based primarily on the internet or cellular phone-based applications and tools to share information among people. The number of social media user’s is more than the population of some of the countries today. Impact of social media on marketing can be judged by comparing marketing before social media and marketing after the introduction of social media and the type of technologies used in social media. Until the late 1990’s the only form of media known to businesses were television, newspapers and radio, however in the early 2000s, a revolution in media was witnessed and the world was introduced to Social Media. Social Media is a just like any other form of media is a tool used for communication but at the larger scale for social interaction using highly accessible and scalable communication techniques. Social media has a positive impact and a positive influence on the company as well as the customers. Social media is becoming an essential tool for marketers, which is at a very minimum investment. In todays’ scenario consumers judge a company based on their online presence, hence companies can innovate and simultaneously create a strong social presence by always catering to their customers’ needs and concerns. Internationally, companies have adopted Social Media as an essential tool for their marketing campaign; however the same is not adapted in India to a large extent. What are the benefits of Social media? What are the examples of Social media? This study understands the benefits, impact and importance of Social Media on business performance and growth.

Social Media, influence,Brand awareness, Business performance and growth

"INFLUENCEOF ADVERTISING AND SOCIAL MEDIA ON BUSINESS GROWTH AND MARKETING TRENDS IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.339-347, January 2019, Available :http://www.jetir.org/papers/JETIR1901E41.pdf

"INFLUENCEOF ADVERTISING AND SOCIAL MEDIA ON BUSINESS GROWTH AND MARKETING TRENDS IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp339-347, January 2019, Available at : http://www.jetir.org/papers/JETIR1901E41.pdf