SOCIAL MEDIA MARKETING: AN ANALYSIS OF IDENTIFYING ORGANISATIONAL PROFITABILITY

Abstract

In an emerging society, social media has become one of the major platforms in creating an online flow among their customers. Social media is an important holistic tool that collaborates many things like – technology, buying capacity, and individual behaviour. Taking this view into consideration, the article illustrates about the various ways of social media marketing that lead in attracting the customers through it. Marketing through social media usages by different customers not only help us to know how the behaviour of the customers are getting influenced, but also helps us to better understand the organization’s profitability. In addition, samples have been taken by conducting an online survey that mostly helps in interpreting the main analysis of the data. Moreover, primary as well as secondary methods have been used that helps in providing the main background as well as the data of the study by using AMOS and SPSS software. The present paper is very effective in finding the various techniques of social media marketing which helps in attracting and retaining the ultimate customers. The result analysis of this paper is very much useful for different sectors like educational, research and marketing sectors that mostly lead in holding the customers and as a result, it led in improving a strong relation as well as to increase the brand value. Moreover, all this information’s in the paper will mostly help in understanding all the strategies of social media marketing and all the opportunities, its growth led them to face the competition. Therefore, the study will further provide all sorts of effective information about the ways of social media marketing in terms of attracting and retaining the customers.

Keywords: Social media, organizational profitability, consumer attraction, marketing, social media platform, strong relationship, Facebook, Instagram, virtual brand value communities, retention.