Review of social media marketing (Facebook) in Indian context: Opportunities for Indian brands across sectors

Abstract

With more than 302 million internet users in India, social media usage in India is seeing a steep increase. Nearly 106 million users in India are active on social media with more than 100 million Facebook users and nearly 33 million users on Twitter. The increased mobile web penetration is also a key reason for such a drastic increase in digital consumers (nearly 75% of India’s online population). Brand communication has moved from company advertisements to community popularity. Social network communities have a major impression on the consumers’ minds. With the reach and impact of social media, there is a 40% growth in the field of digital advertising ($100 million industry) and it is expected to grow at 35% . Its’ almost become an unavoidable area for any business to consumer (B2C) company to mark its presence. However, it is more of the global brands and domestic startups who have been successful in reaping the benefits of the visibility on social media in India. In this context, it is necessary for brands across sectors to utilize the channel strategically and not lose out in the growth arena. From responding to customer complaints, handling negative publicity about the brand to incentivizing positive viral marketing and gaining customer feedback, social media is a huge asset for the marketing of consumer brands. This study aims at understanding the effectiveness of Brand Facebook pages in Indian context under the framework proposed by Vries, Genslar and Leeflang developed a framework on factors driving ‘likes, comments’ on Facebook posts.