Social Media Presence & Usage in Indian Business Sector

  • Anushruti Vagrani
  • Jenny John
  • P. Vigneswara Ilavarasan
  • Arpan Kumar KarEmail author
Conference paper
Part of the IFIP Advances in Information and Communication Technology book series (IFIPAICT, volume 558)


This research aims to study the interrelated concepts of adoption & usage of social media platforms and extend the discussion towards social media engagement and usage in different business sectors in India. Firms from five industries, banking, information technology, automobiles, telecommunications, and consumer goods in the Bombay Stock Exchange 500 index were selected to study the social media engagement. For all the selected firms the social media presence data was collected from Facebook, Twitter, YouTube, LinkedIn and Instagram. The study indicates a relationship between social media engagement & year-on-year sale variance; whereas different factors affecting the predictability of variance are discussed while replicating the model of corporate social media use. The paper shares implications for marketing professionals and researchers.


Social media usage Degree of social media usage Social media presence score 


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Copyright information

© IFIP International Federation for Information Processing 2019

Authors and Affiliations

  • Anushruti Vagrani
    • 1
  • Jenny John
    • 1
  • P. Vigneswara Ilavarasan
    • 1
  • Arpan Kumar Kar
    • 1
    Email author
  1. 1.DMSIndian Institute of TechnologyDelhiIndia

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