Prof. Prashant Pareek, Asst. Professor in the area of Marketing and Communication and Mr. Debjyoti Sarkar, Alumni (PGDM-C) has published a research paper in Journal of Social Science, Knowledge consortium of Gujarat (KCG), Department of Higher education, Government of Gujarat (issue 21, May, 2016).
The paper talks about - What is social media - Social media is a group of Internet-based applications that allows individuals to create, collaborate, and share content with one another. This study has tried to investigate how marketers have realized social media’s untapped potential by incorporating it as part of the larger social marketing strategy, and use it not only for promotion but also to improve corporate reputation & public relations. This study aims at looking how corporate and governments have used this tool for crisis management and to promote their brands. Social media, if used correctly, may help organizations increase their capacity for putting the consumer at the centre of the marketing process by providing real time solutions .The purpose of this study is also to investigate the different uses of social media, its limitations, and the differences from traditional media. The study also comprised of investigating the exposure of social media amongst youth and the time spend on it for what purposes. This study has been conducted at Shanti Business School, Ahmedabad on 200 students pursuing their graduation as well as post graduation courses.