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Social Media Presence & Usage in Indian Business Sector

Abstract : This research aims to study the interrelated concepts of adoption & usage of social media platforms and extend the discussion towards social media engagement and usage in different business sectors in India. Firms from five industries, banking, information technology, automobiles, telecommunications, and consumer goods in the Bombay Stock Exchange 500 index were selected to study the social media engagement. For all the selected firms the social media presence data was collected from Facebook, Twitter, YouTube, LinkedIn and Instagram. The study indicates a relationship between social media engagement & year-on-year sale variance; whereas different factors affecting the predictability of variance are discussed while replicating the model of corporate social media use. The paper shares implications for marketing professionals and researchers.
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Submitted on : Monday, September 23, 2019 - 4:08:46 PM
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Anushruti Vagrani, Jenny John, P. Vigneswara Ilavarasan, Arpan K. Kar. Social Media Presence & Usage in Indian Business Sector. International Working Conference on Transfer and Diffusion of IT (TDIT), Jun 2019, Accra, Ghana. pp.457-469, ⟨10.1007/978-3-030-20671-0_31⟩. ⟨hal-02294706⟩



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