Factors influencing Social media marketing and measuring its validity

Abstract

There has been an explosion of knowledge in the world due to the development
of social media. Social media as a marketing tool and its prospected outcomes
creates a sustainable impact in terms of business performance. Social media has
transformed into an innovative medium where individuals from all over the world
connect and exchange experiences as a result of the expansion of the Internet. On
social networking sites (SNS), consumers interact with conversation and
exchange personal stories with other users who share similar interests. Due to the
phenomenal rise in SNS users, the Internet's social network has taken the
forefront in e-commerce. It now serves as a venue for various marketers to
promote their goods and services. With the help of this medium, marketers can
now effortlessly connect with their target audience. The purpose of this study is
to determine the factors that influence the Social media marketing in the FMCG
products.