INTRODUCTION

The success of any business depends on its constumer relationship marketing and Customer
retention is the most important factor for any successful business. The companies undertake a
number of exercises to reach the customers and this can be possible only through the custormer
relationship marketing. Social media has made its impact in every field of life. It has changed
decision making process in the society. It has a great significance in molding the way we function
as a society and the way we connect with one another. The emergence of the social platforms like
Facebook, Twitter and Instagram took off, their impact on businesses communication and
developed itself as an unavoidable business tool in modern business. The use of social media sites
has improved business marketing process through social media marketing. The social impact of
these websites has invited the marketers to employ a board range of tactics and strategies to
promote their business interests. This huge volume of visitors and users of these social media
websites has encouraged the companies to use these social media networks as a live tool for
marketing their products and services.
Social media is an internet sites where people can interact freely, share and discuss
information about each other and their lives, pictures, video and audio. During the COVID’19 and
continuous lockdown, the percentage of usage of social media was increased. There are lots of
well-known sites such as Facebook, Whatsapp, Messenger, QQ, Douyin, Sino Weibo, LinkedIn,
Twitter, YouTube, Pinterest, Instagram, Snapchat, Myspace, Flickr, Blogger, Wikipedia,
Second Life and others. Social media has begun as one of the primary influences for the
purchase decision.
Due the information and technology there is a greater transformation in all the business
ventures and the companies rely on social media to understand their consumer base, brand
awareness and interaction. Social media plays an important role in shaping the mind of customers
towards products and brands. It is also considered as a cost-effective mechanism to reach target
audiences on a wider scale.