Legal Risks in Social Media Marketing
Social media is an important communication channel for marketers. The research conducted earlier shows that more than 81% of businesses are using social media or planning to use social media for marketing purposes. Social media is used for engagement marketing, buzz marketing, building customer relationships and to revitalize brand image. As social media marketing facilitates two way communications between marketers and users, the content generated in social media is considered trustworthy and reliable by customers. Marketers while using social media should be aware of the legal risks involved in social media marketing. This research paper by using content analysis looks at social media marketing and legal risks involved in social media marketing.