INFLUENCE OF SOCIAL MEDIA IN PROMOTING SPORTSWEAR BRANDS AND CONSUMER DECISION MAKING

Social media is new age media which has presented an opportunity to marketers to communicate their product offerings to the target customers. Social media embodies low-cost tools used to combine technology with social interaction. These tools are internet and mobile based. Facebook, Twitter, Instagram and YouTube are some of the most used social media platforms (Gaál, 2015). Brand promotions are now done via social media apart from the traditional media. Every major sportswear brand has presence on one or many social media sites, including Facebook, Twitter, Instagram, and Youtube. Social media presents marketers one more way to communicate with peers, customers, and potential consumers. It personalizes the "brand" and helps in spreading the message in a relaxed and conversational way (Whitler,2017).