Adithya Jaikumar and Sudarsan Jayasingh

ABSTRACT

The widespread global usage of Internet media has had a tremendous influence on the social interaction between individuals, the community and the society. Social networking sites (SNS) provide the technological platform for the individuals to connect produce and share content online (Boyd and Ellison, 2008). The rise and continued growth of SNS have attracted the interest of companies who see the potential to communicate their marketing messages to the customers and enter into a dialogue with them using the word-of-mouth (WOM) principles but in this case through a virtual mode. They have evolved their customer approach, shifting from traditional one-to-many communication to a one-to-one approach and offering contact or assistance at any time through SNS