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Effective Communication for marketing is a vital field in businessorganizations, which is used to convey the details about their products andservices to the market segments and subsequently to build long lasting customerrelationships. This paper focuses on an emerging component of the integratedmarketing communication, ie. social media networking, as it is increasinglybecoming the trend. In 21st century, the marketing communication platforms showa tendency to shift towards innovative technology bound people networking whichis becoming an acceptable domain of interaction. Though the traditionalchannels like TV, print media etc. are still active and prominent in marketingcommunication, the presences of the Internet and more specifically the SocialMedia Networking, has started influencing the way individuals and businessenterprises communicate. It has become evident that more individuals andbusiness enterprises are engaging the social media networking sites either toaccelerate the sales of their products and services or to provide post-purchasefeedbacks. This shift in scenario has motivated this research which took sixmonths (June 2011 - December 2011), using empirical analysis which is carriedout based on several primary and secondary evidences. The research paper alsoanalyzes the factors that govern the social media networking sites to influenceconsumers and subsequently enable their purchase decisions. The secondary datapresented for this research were those pertaining to the period between theyear 2005 and year 2011. The study revealed promising facts like the transitionto marketing through SMN gives visible advantages like bidirectionalcommunication, interactive product presentation, and a firm influence oncustomer who has a rudimentary interest...

Transformation of Traditional Marketing Communications in to Paradigms of Social Media Networking