ABSTRACT
This chapter looks at Samsung's successful 2015 launch of a new smartphone through a social media-based public relations program. When Samsung, the leader in the smartphone market, was ready to promote their new Galaxy S6 edge smartphone in 2015 to the Indian market, they developed a public relations program around social media. The Internet applications of social media and social networks have more than simply added a new channel through which organizations can communicate with stakeholders. Websites do not only communicate facts, such as news and financial information, they are also a venue for brand communication that expresses a company's corporate culture and values. To further understand the phenomenal rise of social media and social networks to understand its continuous evolution, it helps to look at it in terms of how the brain works. Social media succeeds by being the best at engaging people in the digital world of the Internet.
