A. Siriwardana

Lecturer, ACBT Campus, Sri Lanka

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Nurlida Ismail

Senior Lecturer, Taylor’s University, Malaysia

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ABSTRACT

Today’s world being in the middle of a social media revolution, it is more evident, that social media are being widely utilized with the end goal of communication. A few of the most significant advantages of the utilization of social media networking are creating awareness, engagement, drive traffic, interaction, and communication with a gathering of advocates and fans and sharing of information and knowledge among various groups of individuals. These advantages likewise promote the expansion of communication skills among the individuals. Innovation of technology and online tools have enhanced communication in endless means, yet the very manner we communicate and even the ways in which we converse, exhibit the subsequent change in communication. This research aims to analyze the effect of social media marketing activities on awareness, engagement, drive traffic, interaction, communication with a gathering of advocates and fans and sharing of information. Paper followed a deductive approach and this paper attempts to review current scholarly on social media marketing literature and research, including its beginnings, current usage, benefits and downsides, and best practices. Further examinations to uncover the vital job of social media, inside a digitalized business period. As a result of the comprehensive analysis, it undoubtedly displays that social media is a significant power in the present marketing context.

Keywords: Advocates and Fans, Awareness, Drive Traffic, Engagement, Sharing voice, Social Media, Social Media Marketing.

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