Unleashing the potential of marketing through social media in retail sector of rural India

The unorganised retail sector of India, especially in rural segment is the untouched area where not much of the research has been done. Looking at today’s world of digitalisation and social media marketing, the rural areas need to cope up with the changing scenario and adapt to new technology marketing. This research paper focuses on the use of social media marketing in the rural areas by the unorganised retail shopkeepers. The research findings revealed that the unorganized retailers are making very limited use of social media. Most of them are not aware and inclined to use social media for promoting their businesses. There is a need to provide training to unorganized retailers on uses of social media to promote the businesses.