Contents
Marketing plays a significant role in organization’s success. It is a very important function in today’s market as consumer’s needs and preferences are continuously changing (Mangold & David, 2009). Marketing is a social process through which individuals and groups acquire what they need and want through exchange of products and value with others (Tuten & Solomon, 2014). Marketing involves communicating about the products and services, which organization has to offer in a manner that it can influence the purchasing decision of the consumers (Barker et al., 2016). Marketing process has evolved over the years and social media marketing has gain significant importance today. This research aims at understanding the advantage and benefit of social media marketing over traditional marketing.
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