CONSUMER BEHAVIOUR IN RELATION TO SOCIAL MEDIA MARKETING TOOLS: A THEORETICAL STUDY ON ONLINE REVIEWS

While traditional marketing has long been advocated for, social media marketing has now come to the forefront. Various platforms with different interfaces ensure that there is something for everyone. One of the most popular methods of engaging with brands and other customers is through posting reviews online. People may post their personal experiences with products, services, people, travel destinations, food and beverages, etc. Another development in the field of marketing has been the emergence of social media influencers; users who have established their credibility with expertise in specific areas with a large number of followers for greater reach. With such consumer reviews and influencer marketing gaining traction, it is becoming increasingly imperative for marketers to formulate strategies to counter negative reviews and augment revenues. This paper explores the theoretical framework of traditional as well as social media marketing tools to understand why the latter is better than the former.