Abstract— Social media is an important communication channel for marketers. The research conducted earlier shows that more than 81% of the businesses are using social media or planning to use social media for marketing purposes. The social media is used for engagement marketing, buzz marketing, building customer relationships and to revitalise brand image. As social media marketing facilitates two way communications between the marketers and the users, the content generated in social media is considered trustworthy and reliable by the customers. The marketers while using the social media should be aware of the legal risks involved in social media marketing. This research paper by using content analysis looks at social media marketing and legal risks involved in social media marketing.

Index Terms— Social media, marketing, legal risks, regulations.

Jawahitha Sarabdeen is with Faculty of Business, University of Wollongong in Dubai, P.O. Box: 20183, Dubai, United Arab Emirates (e-mail: jawahithasarabdeen@uowdubai.ac.ae).

Cite: Jawahitha Sarabdeen, " Legal Risks in Social Media Marketing," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 4, no. 3, pp. 218-223, 2014.