Abstract

Social media has emerged as an all-pervading phenomenon inside the online virtual global and a necessary a part of our day by day lives. they've changed the manner human beings talk, connect and take part. the arrival of low priced smartphones and reachable internet connectivity has accentuated its growth and made it pervasive across all echelons of human society. that is the cause of why they're true structures for organizations and brands to reach out to their current and capacity purchasers. on the way to make use of these fee-green platforms, entrepreneurs want to recognize how worried people are in these online media. The reason for these studies was to apprehend the utilization and varieties of social media users by way of reviewing the available literature. through these studies, it is clear that social media utilization can be classified into 4 most important categories primarily based on individuals want for gratification – socializing, expressing, exercise and facts. it may also be inferred from this study that the maximum person typologies that have been evolved in advance research are primarily based on one or greater of the following three dimensions (1) cause for using Social Media, (2) the level of pastime or involvement and (3) The range of social media packages used. these insights will assist marketers to strategize their marketing efforts to attain out to their target marketplace on on-line systems.