摘要：Purpose - The research topic has been chosen with an aim to provide a marketing solution to the retailers dealing in apparels so that they can deal with the current scenario of the market. Design/methodology/approach - Primary data was collected from about 21 retailers of Jammu city of Jammu and Kashmir. Findings- Retailers think that social media is an easy tool to use and also it is the best marketing tool to be used and by using social media platforms they can easily reach their customers. Research limitations/implications- This research is limited to only those retailers who are dealing in fashion apparels only. Practical implications âÂ�?Â�? The research reveals that those retailers who are not using social media as a marketing tool should adopt it for its low cost, wider reach, user friendliness and for feedback of customers. Social implications âÂ�?Â�? This research will help small scale retailers situated in small towns ofIndia to adopt latest methods of marketing for increasing their customer base, profit margins,global visibility etc. Originality/value âÂ�?Â�? This study is original and carried out in a major city of Jammu and Kashmir region of India named Jammu.
