Author(s): Priyanka Kardam and Dr. Kavita Dua

Abstract:
Ever since its inception media has always been a powerful tool. From the time when newspapers and radio were the only media source to the present times where entire web is a largely connected media, not only has its form changed with time but its power has also increased manifold. In the age of digitalization, where every servicing aspect of society is developing itself on online platforms, media too is not left behind. Digitalization and technological advancements have an increased reach, which can be seen in the form of traditional media sources like newspapers too getting digitalized. Media be it any, is used by sellers to influence customers into purchasing their products. Not only large multinational companies, but also small sellers are now using new and previously unexplored media platforms like Instagram, Facebook, YouTube etc. to attract potential consumers to their products and services.