Harnessing ‘Multiplier Effect’ To Magnify The Impact of Social Media Marketing

Abstract

The Generation Y under the influence of social marketing think and respond to marketing forces in a manner different from their traditional counterparts.Marketing and media research conceptualize multiplier effects under the sub-heads of viral marketing,content sharing and word-of-mouth publicity. This conceptual paper aims at magnifying the impact of social media marketing on consumers by exploiting the multiplier effect of online messaging by advertisers / marketers. A mix of content analysis and conceptual framework analysis are the prime qualitative research techniques used in the paper to draw inferences. Systemic search methodology using specific key words is employed to deduce literature from secondary data repositories. The paper holds implications for social media advertisers and the consumers at large to draw maximum mileage out of the multiplier effect that this media tool entails.