• Pooran Singh

In a global corporate environment, one of the most significant problems influencing the accomplishment of an organization's goals is the use of social media as a marketing tool. Therefore, there is increasing interest in studying the variables that contribute to a competitive edge in greater depth. To gain a competitive edge, today's emphasis is on these aspects linked to social media as a marketing tool on buy adaptation and purchase intention. As a result, in this article, we offer a conceptual model of social media as a marketing tool that focuses on buy adaptation and intention in order to gain a competitive advantage. It discusses the many buy adaptation elements (client acquisition, retention, and growth) as well as purchase intention factors (consumer happiness, loyalty, and profitability) and how their presence may influence the cloud environment. This conceptual model offers companies with valuable insights and recommendations that may lead to improved organizational competitiveness and consumer trust, allowing them to gain a competitive edge.

Communication, Marketing, Organization, Network, Social.

"A Review Paper on Social Media Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 10, page no.498-502, October-2018, Available :http://www.jetir.org/papers/JETIRFH06083.pdf

"A Review Paper on Social Media Marketing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 10, page no. pp498-502, October-2018, Available at : http://www.jetir.org/papers/JETIRFH06083.pdf