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Rishika Rishika and Ramkumar Janakiraman

The explosive growth of the Internet has enabled technological platforms that have created empowered and informed consumers who know what to shop, when to shop and where to shop. Social media platforms have facilitated this evolution by fundamentally transforming the way consumers interact and share information. Consumers are more tech-savvy than ever and motivated towards delving deeper into researching products and prices before making their purchases. For their part, firms are devoting more and more resources into engaging customers in the online retailing environment, redefining the way they connect with their customers. This chapter provides an organizational framework on social media marketing and retailing activities that can help gain deeper insights into social media research, and guide future research into social media marketing-related topics and issues. It describes factors that potentially influence the effectiveness of social media efforts of a firm, and discusses the consequences of these activities.