Abstract

Internet is the emerging information technology with the credibility of immediacy and fastness, thus, it brings globalization in every aspects of communication. Communication through internet is more specified, with effective interactive strategy among its users. In recent days, internet advertising has taken new forms which have more advantages over the traditional mediums like print media, television and radio. Marketing communication is becoming precise, personal, interesting, interactive and social. Different strategies of communication are followed in various social networking sites like Face book, Twitter and Orkut. They not only create impact over the audience but also make them interact with the marketing statistics created. People get attached to brand communication in social networking sites than usual banner and pop up ads. These networking sites bring more interactive communication with advertising. Social networking sites will become the primary arena for highly targeted marketing and advertising. Therefore, it is necessary to study the effectiveness of brand communication strategy followed in social networking sites which are mainly accessed by Indian users. This research attempts to find the effectiveness of brand communication strategy in promoting and advertising their brand in social networking sites. The effectiveness is determined with the help of survey from people who use these sites, and the content of three social networking sites is analyzed.

Key words: Social networking sites, brand, communication, strategy, social media.