Social network web portals like Twitter, Facebook, Google Plus YouTube, Pinterest and blogging platforms enable followers to “post”, “tweet”, “retweet” or “repost” comments instantly. Messages are viewed by other visitors. Thus, social network websites work as a source for word of mouth publicity.
In contemporary dynamic business scenario, the inter-dependence of organisations and influence of external and internal environmental factors on trade and organisational practices has intensified manifolds.
The term ‘Bottom of the Pyramid’ was coined by C.K. Prahalad in 2005 in his work, The Fortune at the Bottom of the Pyramid . It refers to the concept of influencing the lives of poor population of the world through the managerial initiatives and business practices of multinational companies.
Companies have realized the relevance of CSR in marketing for their short and long-term objectives and are developing stronger marketing strategies around sustainability agendas for beating the competition and safeguarding market position (D’Amato, Henderson and Florence, 2009).
Present day corporate scenario is dynamically advancing and changing and so are the problems and issues challenging the business enterprises in the contemporary setup.