Essays on Social Media Marketing Research Paper

Download full paperFile format: .doc, available for editing

Social media has undoubtedly transformed the manner in which businesses conduct their marketing activities. People today have developed an inclination of spending more time on social media platforms performing activities such as; chatting with family and friends, viewing other people’ s profiles, and playing games, as opposed to meeting people physically. The changing dynamics taking place in social relationships have also redefined the regulations of relationship marketing. Based on the fact that marketing has the objective of providing information to the target market, social media has become a useful platform for attaining this objective.

Consequently, many organizations today have integrated social media marketing as part of their marketing communications plans. For contemporary businesses, social media has become their major web presence, surpassing their email programs and company web sites. Some of the most popular sites include social networking sites such as; Twitter, Facebook, Google+ and Linkedln, video sharing sites such as YouTube, Wiki-like Wikipedia, photo sharing sites such as Pinterest, Flickr, and Instagram and News Aggregation sites such as Reddit and Digg. It can be stated that social media marketing has developed a niche within the business environment.

This paper seeks to provide a review of literature on the trends of marketing within social media. The scope of the paper will also be grounded in examining the existing debates on social media marketing. The concept of Social media marketing The concept of social media marketing is a relatively new field, nevertheless many have attempted to provide a definition for social media marketing (Barker et al, 2012). According to Barker et al, (2012) the most popular definition has been the notion that social media marketing involves the use of online communication, social networks, wiki, and blogs for the purposes of sales, public relations, consumer services, and marketing.

Neti, (2011) defines social media marketing as a term that is derived from the concept of ‘ social media’ . The term social media constitutes two words media, which generally refers to communication and advertising of information or ideas through channels/ publications. The second word social on the other hand refers to the interaction of people within a community or group. Social media marketing, therefore, refers to an effort to utilize social media in order to influence consumers that the services or products of one company are better than that of another company (Neti, 2011). Erdoğmuş and Ç iç ek, (2012) assert that social media marketing is basically different from the traditional approaches of marketing.

It, therefore, needs strategy building and attention. In most cases, social media marketing can be linked to relationship marketing whereby companies shift their efforts from trying to sell to make a connection with their clients. Social media marketing also implies that companies keep away from big campaigns and focus on small acts.

This is because as argued by Erdoğmuş and Ç iç ek, (2012) small campaigns on social media can actually reach a big number of people while attaining the intended objective in a short period of time. Erdoğmuş and Ç iç ek, (2012) also argue that marketing through the social media is more genuine in its approach of communicating to the customers essentially in trying to demonstrate what the brand is, as opposed to trying to control the image of the products as depicted by other types of marketing.

References

Asur, S, Huberman, B, Szabo, G and Wang, C, 2011, Trends in Social Media: Persistence and Decay, Social Computing, 7(2011), p 1-12.

Agarwal, N, Liu, H, Tang, L and P. S. Yu. Identifying the Influential Bloggers in a Community. WSDM, ’08.

Bennett, and Rundle-Thiele, S, 2002, A Comparison of Attitudinal Loyalty Measurement Approaches, Journal of Brand Management, 9(3), 193-209.

Brokaw, S, 2011, Social Media Marketing: Measuring Its Effectiveness and Identifying the Target Market, Journal of Undergraduate Research, XIV (2011), p1-6.

Barker, M, Donald, M, Bormann, N and Neher, K, 2012, Social Media Marketing: A Strategic Approach, Cengage Learning.

Barefoot, D and Szabo, J, 2010, Friends with Benefits: A Social Media Marketing, No Starch Press.

Bernoff, J, 2009, Advertising will change forever, Advertising Age.

Cha, M, Haddadi, F, Benevenuto, and Gummadi, K, Measuring User Influence in Twitter: The Million Follower Fallacy, In Fourth International AAAI Conference on Weblogs and Social Media, May 2010.

Dijck, J, 2013, The Culture of Connectivity: A Critical History of Social Media, Oxford University.

Erdoğmuş , I and Çiçek, M, 2012 , The Impact of Social Media Marketing on Brand Loyalty, Journal of Social and Behavioral Sciences, 58 (2012), p1353-1360.

Fournier, S and Avery, J, 2011, The uninvited brand, Business Horizon, 54, 193–207

Farooq, F and Zohaib J, 2012, The Impact of Social Networking to Influence Marketing through Product Reviews, International Journal of Information and Communication Technology Research, 2(8), p 627- 632.

Fisher, T, 2009, ROI in social media: A look at the arguments, Journal of Database Marketing & Customer Strategy Management, (2009) 16, 189–195.

Kirtiş, K and Karahan, F , 2011, To Be or Not to Be in Social Media Arena as the Most Cost-Efficient Marketing Strategy after the Global Recession, Journal of Social and Behavioral Sciences, 24( 2011), p 260-268.

McAlexander, H, Koening, H and Schouten, J, 2002, Building brand community, Journal of Marketing, 66(1), 38–54.

Peters, K, Chen, Y, Kaplan, A and Ognibeni, B, Pauwels, K, 2013, Social Media Metrics — A Framework and Guidelines for Managing Social Media, Journal of Interactive Marketing, 27 (2013) , p281–298.

Pradiptarini, C, 2011, The Impact of Social Networking to Influence Marketing through Product Reviews, UW-L Journal of Undergraduate Research XIV.

Neti, S, 2011, Social media and its role in marketing, International Journal of Enterprise Computing and Business Systems, 1(2011,p 1-10.

Roshnee, R and Fowdar, S, 2013, The Implications of Facebook Marketing for Organizations, Contemporary Management Research, 9(1), p 73-84.

Rust, R and Verhoef, P, 2005, Optimizing the marketing interventions mix in intermediate-term CRM. Marketing Science, 24 (3), 477-489.

Rust, R, Moorman, C and Bhalla, G, 2010, Rethinking Marketing. Harvard Business Review, 94-101.

Yang, J and Leskovec, J, 2011, Patterns of temporal variation in online media. In Proceedings of the fourth, ACM international conference on Web search and data mining, WSDM ’11, pages 177–186,

Wright, E, Khanfar, N, Harrington, C, 2010, The Lasting Effects of Social Media Trends on Advertising, Journal of Business & Economics Research, 8(11), p73-78.

Vaynerchuk, G, 2011, The thank you marketing. New York, NY: HarperCollins.

Vukasovič, T, 2013, Building successful brand by using social networking media, Journal of Media and Communication Studies, 5(6), pp. 56-63.

Ward, C and Ostrom, L, 2006, Complaining to the masses: The role of protest framing in customer-created complaint web sites. Journal of Consumer Research, 33(2), 220–230

Download full paperFile format: .doc, available for editing
Contact Us