Challenges and Opportunities of Adaptability of Social Media Practices in Government Organizations in India Nibedita Sahu KIIT School of Management, KIIT University, Bhubaneswar, Odisha nibedita@stu.xim.edu.in Challenges and opportunities of adaptability of social media practices in government organizations in India International Journal of Intercultural Information Management Volume 4, Issue 4, 01 2014, pages 186-196 https://www.inderscienceonline.com/doi/abs/10.1504/IJIIM.2014.067926?journalCode=ijiim Abstract Effect of social media on brand loyalty and brand awareness of the consumers is an emergent concept. Organizations are now focused on enhancing customer experience to create “brand loyalty bond” with their clients. In the 21st century, brands need to have a social story to leverage the emotional and persuasive elements that make offerings lucrative. It offers opportunity to government bodies to provide ...