ENGAGING CUSTOMERS THROUGH SOCIAL NETWORKING SITES : PROSPECTS FOR ‘MAKE IN INDIA
Author: Prof. Vijay Ganpat Dhamore
Category: General Management
Abstract:
Social media is one of the most important pillars for success. This is an important indicator to investors. Yet there is slight research on social media tools for customer engagement. Thus, this study extends our understanding of the role of social media marketing tools that is social networking sites (SNS) in the customer engagement for enhancing India’s GDP growth. The Government of India's ‘Make in India’ initiative has become its largest and fastest growing digital initiative with 2.1 billion impressions on social media. The “Make in India” campaign was introduced by Prime Minister Narendra Modi with the aim to change the mind set of businesses and people to tap their innovative potential or in other words, “designed to renovate India into a global manufacturing hub. Social media tools like Face book and online website forum play of an important role in this process. Inferences for theory and practice as well as limitations and future directions are discussed.
KEYWORDS
Social Networking Sites, Make in India, Customer engagement, e-commerce.
