Influence of Social Media Marketing on Consumer Behavior and Brand Loyalty (2023)

Abstract

Social Media marketing as a concept is used differently by different people. Many times it is used synonymously with „internet or web marketing‟, „e-marketing‟, „e-commerce‟ and „e-business‟. Although, these terms are inter-related, yet there lies a difference among all the terms (Rowan, 2002). Internet marketing refers to the promotion of goods and services over internet requiring a real time live internet connection (Kalyanam, 2007). E-business is a broader term that deals with application of technology in business’s internal processes and transactions with third party. It involves e-commerce which represents its commerce side and e-marketing which includes its marketing side. E-marketing also known as „electronic marketing‟ makes use of internet and digital technologies and involves the promotion of goods or services through electronic methods or media. (Rowan, 2002). defined e-marketing as practice of using information technology for completing the marketing process that involves creation, communication and delivery of value to customers along with managing customer relationships (Lamb, 2001). E-commerce which reflects the commercial side of the business refers to buying and selling using the internet and involves the financial transactions using electronic media.