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BUILDING BRANDS THROUGH SOCIAL MEDIA MARKETINGAUTHORSShubhi Changani & Dr. Rakesh KumarABSTRACTOver the last two decades, due to advancements in technology, the internet has gained its importance and has made an impact on our everyday lives. This chapter talks about one of the widely used terms i.e., social media. How social media has been uprooted by different businesses to get an identity. The main aim is to study the effects and strategies of social media marketing on building a brand, given that the concept is receiving increasing attention from marketing academia and practitioners. Keywords: Social Media Marketing, Brand BuildingDOI: https://doi.org/...
