Web 2.0 has come up as a new face of internet, supporting participatory information sharing, interoperability, user-centered design and collaboration on the World Wide Web. Social media, a blend of technology and social interaction for the co-creation of value, has become immensely popular world-wide in almost all walks of human activities such as Education, Business, Healthcare, Marketing, Customer Relationship Management, Research and so on. The information explosion has significant imprints on India's young consumers, specially India's Generation Y who are energetic, empowered, aware, restless and like to spend more time on the internet rather than watching TV. Developments in the arena of social connectivity necessitate marketers to integrate social media applications for customer communication, customer engagement and customer experience enhancement.


Social media, consumer 2.0, technographics, social connectivity, indian retail


The world is changing fast and taking form of an extremely connected place. In ever increasing numbers, consumers are turning to online sources during the information search phase of their decision making process. Advancements in technology and availability of a wide range of electronic gadgets have brought the modern day consumer in the drivers seat, drawing power from collaboration, community creation, conversation, creativity and a contextual, content-driven World Wide Web.

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The author of the article is an Assistant Professor with the Department of Fashion Management Studies, National Institute of Fashion Technology, Gandhinagar.