Application of social media as a marketing promotion tool — A review

Social media is the buzz word of the market. Marketing and promotion is solely relying upon social media which was a sideline media during its effective inception a decade back. Print media and television media lost its relevance to social media, because of many factors including cost effectiveness and wider reach. Almost all fields have adopted Social media for its effective and efficient working. Social media effectiveness is mostly used in all demographic segments as the new age millennial cannot be isolated from social media. Social media is being adopted by various fields. This paper attempts to review the literature of the application of social media for marketing promotion. This study not only provides the evidence that the promotion through social media is better than the traditional promotion approach, but also helps firms to understand the essential driver for adaptation of social media for their marketing promotion strategies. The paper concludes with the future path of social media marketing.