Competitive Advantage Through Social Media: A Study of Indian Firms

Abstract

The purpose of this paper is to visit the role of social media in attaining or/and sustaining competitive advantage. Not before some 5–10 years, especially in the Indian context, was social media this active and influential. Internet existed merely as a source of information; and nothing more. Technological and social advances have led internet to give birth to an entirely new phenomenon called “social media”. Twitter, Facebook, LinkedIn, and many other web platforms have been established. People share their views, companies promote themselves, all the protests and campaigning is done, very much through social media. In this changed time, companies are opting to stand out among their competitors through the use of social media. In proposing out the new social marketing strategies, this paper contributes to the literature pool as well as opens scope for practicing new ways to gain advantage through social media. © 2018, Springer Nature Singapore Pte Ltd.