REVIEW OF LITERATURE

Mohammad et al. (2014) in their study targeted to assess the effect of social media marketing on
online shopping of customers based on mediating role of value capital, relational capital and brand
capital.
Ferencová et al. (2015) observed that social media significantly affect the development of the
information and knowledge- based society in terms of business and sustainable development. It acts
as an important sources of information; they create stakeholders networks and databases. Social
media plays a vital role in communication with target groups and thereby influencing the
purchasing behavior of the consumers.
Saravanakumar & SuganthaLakshmi (2012) states that Facebook, Twitter and YouTube are the
most popular social media that are widely used by the companies and the celebrities in
promoting themselves and their brands. With the number of users rising each day in Facebook and
other social networking sites, it is bound to bring in more customers for the business and much
more promotions and marketing thus making social media, the better platform for marketing.
Reto Felix et al (2017) expressed in their study that social media marketing is cross-functional and
interdisciplinary. Social media marketing dimensions include culture, scope, structure, and
governance. The management of strategic social media marketing is highly complex.
Yogesh K.Dwivedi et al (2021) mentioned that there is huge prospect for marketers in
implementation of Artificial Intelligence and Virtual Reality technologies. Customer engagement
behaviours and customer journeys enhanced via Social Media Marketing. Ethical practice and
explainability is very important when using the Artificial Intelligence and Machine Learning. Trust
is positively impacted via the cultivation of customer engagement.