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In the recent past there has been a downswing in outbound marketing mostly due to the radical shift in the customer behavior. Individuals are in complete control of the data they choose to receive and also the manner of the receiving mode. With the advent of web 2.0 communications with leading brands and their goods/services have revolutionized to the extent that it has made the consumers empowered to locate, purchase and sell frequently from various sources, such as the consumer feedbacks, word of mouth publicity and internet. A Forrester report points out that approximately 83 percent of the consumers are influenced by a friends or acquaintances opinion who has already used the service or product. Therefore, with consumers gradually taking an active role, a crucial medium emerges in this new marketing era, i.e. Social Media.The statistics pointing towards the extent to which online activities have taken place are enlightening. In 2012, so far there has been approximately a billion users on various social media platforms and more than 3.5 billion pieces of content such as news feeds, web links, blog posts and articles that are shared every week on Facebook alone. These news feeds...more
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