With the emergence of the internet and mobile phones in this modern era, nearly every human being, especially the younger generation, has begun to actively use social media. Marketers who previously advertised their products and brands through traditional media have been naturally driven to have an active presence on social media platforms.
The benefits of social media advertising include easier target consumer identification, less expensive when compared to other means of advertising, instant feedback, and active interaction with end users. Profit maximization, greater market share, higher brand value, and better product visibility have all been achieved by businesses that have figured out how to evaluate the efficacy of social media marketing and then devised appropriate advertising strategies.
At present moment, the editors are releasing a book titled "Prospects & Challenges of Social Media Advertising," which will focus on the benefits and challenges that businesses encounter while advertising on social media platforms. The book also covers other related topics such as meme marketing and influencer marketing and includes 24 articles contributed by authors from all around India. Faculty and research scholars with a background in management and commerce, as well as businesses that focus on social media marketing will benefit from the contents of the book.