Usage And Efficacy Of Social Media Marketing Tools: An Investigation Of College Age Student’s Behaviors

This study looks at social media marketing techniques used by the world’s top companies to determine their effectiveness on college age consumers. Social media use is becoming increasingly important with the advent of social media platforms such as Facebook and Twitter. This research first defines the social media marketing strategies done on social media, and then measures the effectiveness of each strategy on college students. This research also attempts to see if there is a relationship between personality and the effectiveness of certain social media marketing strategies.