In recent years, social media has get ubiquitous and about important for social networking, content sharing and online accessing. Due to its reliability, consistency and instantaneous features, social media opens a broad identify for businesses such as online marketing. Marketing which occurs via social media is known as social media marketing. Social media marketing has made possible for companies to reach targeted consumers hands, effectively and instantly. Besides that, social media marketing also faces several challenges in the field. This commodity argues on social media marketing"due south advantages and disadvantages in present era.

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Social Media Marketing

SOCIAL MEDIA MARKETING:

ADVANTAGES AND DISADVANTAGES

Rubathee Nadaraja

ane

Heart of Southern New Hampshire University (SNHU)

Of Aid Higher of Arts and Applied science,

Kuala Lumpur, Malaysia

Email: ruba_thee@yahoo.com

Rashad Yazdanifard

2

Heart of Southern New Hampshire Academy (SNHU)

Of Assist Higher of Arts and Technology,

Kuala Lumpur, Malaysia

Email: rashadyazdanifard@yahoo.com

Social Media Marketing

Abstract

In recent years, social media has become ubiquitous and most important for social cyberspaceworking, content sharing

and online accessing. Due to its reliability, consistency and instantaneous features, social media opens a wide

identify for businesses such as online marketing. Marketing which occurs via social media is known every bit thencial

media marketing. Social media marketing has made possible for companies to achieve targeted consumers easily,

effectively and instantly. Besides that, social media marketing also faces several challenges in the field. This

commodity argues on social media marketing‟due south advantages and disadvantagedue south in present era.

Keywords: social media, social media marketing, advantages, disadvantages

1. Introduction

The absence of Internet-based social media has chiliadade it possible for i person to communicate with hundreds

or even thousands of people around the world. Social media has exploded as a category of online discussion

where people create content, share information technology, bookmark it and network at vast charge per unit. All types of social media provide

an opportunity to nowadays oneself and one‟south products to d ynamic communities and individuals tchapeau may exist

interested (Roberts & Kraynak twenty08). Social media includes a diversity of applications that, the statesing technical

terms, allow consumers to „„post,‟‟ „„tag,‟‟ „„digg,‟‟ „„weblog,‟‟ and etc. This content created by social media is a

blazon of newly generated resource for online information that is created, spread, and used by consumers desiring

to educate each other near products, brands, services, and bug (Xiang & Gretzel 2010). Examples

include Facebook, MySpace, Digg, Twitter, LinkedIn and Google+. Due to its ease way of use, speed and

accomplish, social media became the trendsetter in topics that range fro1000 environment, politics, and technology to

entertainment industry. Social media are essentially self-promoting in that users spread. The viral quality of

social media makes information technology an appealing tool for businesses to marketplace products and services (Xiang & Gretzel two010) .

Social media is now a developing phenomenon idue north marketing. Marketers are beginning to understand the apply o f

social media equally a component in their marketing strategies and campaigns to reach out to customers.

Promotions, marketing intelligence, sentiment research, public relations, marketing communications, and

product and customer one thousandanagement are sub-disciplines of marketing that may employ social media (Tanuri, 2010).

Each social media platforthousand (such as blogs, online discussion forums, and online communities) has an effect on

marketing performance (eastward.g., southales), and then information technology is vital to understand their relative importanceastward and their inter-

relatedness (Stephen & Galak 2009).

Furthermore, users of social media at present are highly motivated web consumers. As exposed by Niels en‟s (2011),

State of the Media: Social Media reports that seventy% of social media users are engaged in online shopping

(Nielsen, 2011). Consumers easily go what they want just by sitting in forepart of computer screen and accessing

online websites. Though and thencial media karketing has huge benefits on consumers and marketers, at the same

time it has negative impacts on both of them. Due to its ease way of getting access to information, lack of

monitoring and command, undoubtedly it favors many risks and cyber crimes. In the coming chapters we volition be

discussing almost advantages and disadvantages of social media marketing in further detail.

two. Social Media Marketing and Its features

Social media marketing is a new trend and rapidly growing style in which businesses are reaching out to

targeted customers easily. Social media marketing can be simply defined asouth the utilize of social media channels to

promote a company and its products. This kind of marketing cadue north be thought of as a subset of online marketing

activities that complete traditional Due westeb-based promotion strategies, such as eastward-mail newsletters and online

advertising campaigns (Barefoot & Szabo 2010). By encouraging users to spread messages to personal

contacts, social media marketing has injected a new term of exponential dissemination and trust to mass-

advice and mass marketing (Hafele, 2011) . By this new approach of outreach and marketing, new

tools are being developed and increased in turn for businesses. Social media marketers are now going better

and more effective insight through the introduction of analytic applications by official social network site

platforms (Hafele, 2011).

There are numerous different social media sites, and they take many unlike forms and contain dissimilar

features. Undoubtedly, the virtually mutual social networking site that first comes to our mind is Facebook.

Facebook was first launched in February 2004, owned and operated by Facebook, Inc. As of May 2012;

Facebook has over 900 million active users . Users must register before using the site; they may create a

personal profile, add together other users every bit friends, and exchange messages, including automatic notifications when

they update their profile (Facebook, 2012). In improver, users may join mutual-interest user groups;

categorize their friends into lists such as "People From Work" or "Close Friends". Facebook‟south main mission is

to requite people the power to share and make the earth more open and connected (Facebook, 2012).

Other social network sites such as Twitter, Google plus, and LinkedIn may differ in some ways, but essentially

they work using the same principles.

Social Media Marketing

Marketing using social media such as these can take multiple shapes. The traditional Facebook model, in

particular, involves replacing the concept of a man "friend" with a brand or tangible product or creating a

folio or group (Facebook, 2011). A user who elects to "like" a product or company advertvertises that connection

to their own private network of contacts. This concept extends to other forms of social media as well.

According to Bernie Borges (2009), Twitter is combination of micro blogging and social network (Borges,

2009). Twitter, allows users to receive small updates and advertisements from favored producers as well

(Hafele, 201one). Twitter gives opportunity to users to involve in real time sharing. A tweet is usually no more

than 140 characters, which followers of the user can sedue east (Borges, twenty09).

These two social media channels are among the most popular and heavily used options now, just they ardue east far

from existence the only ones. As observed by Kaplan and Haenlein (2010) cited by Nick Hafele (xxxi) have

identified several channels that fall under the category of social media, each of which has opportunities and

unique advantages for 1000arketing utilise. Collaborative projects, such as wikis, or editable data-sources, are

specially poignant avenues of contact. In fact, trends indicate that they are quickly becoming the

predominant source of informationorthward amid consumer populations (Kaplan & Haenlein, 2010) cited by (Hafele,

2011).

Blogs, managed by either individuals or organizations, are another heavily used marketing forum. Through

blogs, businesses can promote make awareness by sharing insider data, updating customers on newest

products, as well as providing links to the main sales channels. Fans will be updated time to time on whatsoever

special events, contests or a new promotion organized by the brand or product. Blogs also facilitate the posting

of comments and feedbacks, allowing fans and detractors to post opinions and questions to producers. This

encourages the exchange of ideadue south between peers and can also promote honest word between individuals

and companies to improve their defaults (Hafele, 2011). Social media approaches demand to be considered to

ensure the highest chance of success with a social yardedia marketing. According to Ray et al. (201ane) cited by

Nick Hafele (ii011) emphasizdue east the demand for diversifying a social media strategy to ensure that messages areastward

reaching appropriate audiences; in that location is no single correct approach.

3. Advantages

According to Watson et al. (2002) cited by Southwardheth and Sharma (200five) with the popularity of digital marketing

on the rise, many autobusinesses are investigating how social media can assist them promote their products and

services to potential and existing customers. Social networking sites like Face upbook and Twitter take

transformed the way and thenme businesses remember nigh advertising. Some businesses direct customers toward their

social network pages more than they direct them to their own websites. There are certain advantages to market place

via social media, but there areast also related drawbacks equally well (Watson et al. 2002; Sheth & Sharma 2005).

The primary advantages of and thencial media marketing is reducing costs and enhancing reach. The cost of a social

media platform is typically lower than other marketing platforms such as face-to-confront salespeople or

middlemen or distributors. In improver, social media marketing allows firms to reach customers that may not exist

attainable due to temporal and locational limitations of existing distribution channels. Social media platforms

increment accomplish and carmineuce costs by providing three areas of advantage for customers (Watson et al. 2002; Sheth

& Sharma 2005).

First, the marketing firm tin provide unlimited information to customers without homo interventionorthward. This is

an advantage over other forms of contact because the amount of information that tin be provided is much

greater than in whatever other form of communication . Additionally, and more than chiefly, the information can be

provided in a course that customers can easily process and understand. For example, airline scheduling and

reservation systems are very hard to create and maintain to serve individual needs. Additionally, in this

context, the choices are large and difficult to provide in any format that is better than web-based format

(Watson et al. xx02; Sheth & Sharma 2005).

Second, social media marketing firg tin can create collaborateions by customizing information for private

customers that allow customers to design products and services that meet their specific cravements For

example, online checking and seat assignment canorth be done on the Net. Finally, social media platforms can

allow transactions between customers and firms that westwardould typically require human contact every bit in the case of

successful firms such as Dell and amazon.com (Watson et al. 2002; Sheth & Sharma ii005).

To empathize better about the advantages of social media thousandarketing, in that location are five main advantages to

succeed in this field:

Social Media Marketing

I. Price-related

According to Weinberg (2009), The one thousandown advantage of social media marketing is cost-related. The fiscal

barriers to social media marketing are quite low compared to others. The majority of social media sites are complimentary

to access, create profile and mail information. Whereas traditional marketing campaigns can cost millions of

dollars, many social media tools are free even for business use. Businesses can run highly successful social

media marketing campaigns on a limited budget. The advantage of reaching your targeted market for fiddling or

no cash investment is substantial, and the audience wanting your information voluntarily joins or follows you.

Pay-per-click advertisements on sites such every bit Facebook are "geo-targeted" according to specific criteria, to

attain the correct audience. The viral nature of social media means that each person who reads your posts has

the capability to spread the news farther within his own network, so information tin reach a large number of

people in a brusque time (Weinberg, 2009).

Two. Social Interaction

One of the nearly notable phenomena of new media is how it hasouth increased and created new forms of social

interaction. People spend more than a quarter of their fourth dimension online involved in communication activities (e.g.,

emails, IM conversation, and social networks), which is equivalent to the total time spent online for full general leisure and

entertainment (Riegner, 2007) cited by (Hill & Moran, 2011). Social networking sites accept become so

pervasive that they are the near pop Cyberspace destinations (Burmaster, 2009). Not only has newest media

demonstrably altered how often people communicate online, but it has likewise enlarged the puddle of individuals

they communicate with, and led to new ways for behaviors to be influenced (Burmaster, 2009). Consumer

behavior studies reveal that individuals give greater consideration to advice and information shared online,

spending more than time with spider websites that provide tertiary-officey evaluations (Huang et al. 2009), and other studies

indicate such information can direct influence buying decisions, fifty-fifty if received from purely „virtual‟

sources (Awad et al. 2006; Weiss et al. 2008) cited by (Hafele, 2011). Indeed many of the reported benefits of

new media usage (increased reputation, anticipated reciprocity) chronicle directly to its social interaction aspects

(Kollock 1999; Arthur et al. twenty06) cited by (Hafele, 2011).

III. Interactivity

Every bit observed by Steuer (1992) cited by Ronald P. Hill and Nora Moran (2011) unlike watching TV or listening

to the radio, the interactivity of new media lets consumers get more than just passive recipients of

stimulation. Interactivity canorthward be broad ly described as the „extent to which users participate in modifying the

grade and content of a mediated environment in real time (Steuer, 1992). Interactivity is one of the defining

characteristics of new media technologies, giving greater access to information adue south well as supporting increased

user control of and engagement with social media content (Fiore et al. 2005) cited by (Hill & Moran, 2011).

Interactivity depends on the context. In an online social networking context, interactivity refers to a user-

centered interactiodue north with machines, messages, or other users, focusing onorthward the eastwardxperiential aspect of networking

process (Liu & Shru1000 2002) cited by (Loma & Moran, 2011).

While interactivity tin can be unproblematic in certain contexts (e.g., simply filling out forms, clicking links), it tin can too

exist more involved and elaborate, such as allowing individuals to develop online content (Murugesan, 2007)

cited past (How-do-you-doll & Moran, 2011). Studies testify that increased levels of interactivity can pb to higher

involvement (Bucy, 2003) and more positive attitudes toward websites (Kalyanaramanorth & Sundar, 2003; Loma &

Moran, 2011) forth with higher source credibility (Fogg, 2003; Hill & Moran, 2011).

This user interactivity enables consumers to participate in personal social networkingrand by selecting the content,

timing, and communication human action Specific applications of social media due eastmpower consumers, such tchapeau they can

take agile control and perform two-manner communications. Active control takes place in a social networking

context and requires attention and participation from all participating parties, including individual users, groups

of networked people or communities, and brands (Li, Daugherty, & Biocca 2002).

IV. Targeted market

Social media provide marketers with the ability to target audiences and consumers based on site users' personal

interests and what their friends like. For example, list state music as one of your interests odue north a social

networking site; you volition about likely be seeing ads about land music concerts and artists. Soone thousandeast sites'

advertising will also highlight which country artists your friends similar to provide a personal connection. With

such "southwardmart" marketing, and advertizingvertising, marketers effectively reach the people who are most interested in

what they take to offer. Furthermore, social cyberspaceworking enables word of grandouth to promote products beyond

what advertising lonely does (Hill, Provost & Volinsky, 2006).

Social Media Marketing

A due westell-cited example of viral marketing combines network targeting marketplace and implicit advocacy: The

Hotmail free east-postal service service appended to the bottom of every outgoing e-mail message the hyperlinked

advertisement, "Get your free e- mail at Hotmail," thereby targeting the social neighbors of every electric current user

while taking advantage of the user‟s implicit advertizingvocacy (Mondaytgomery, 2001).

Traditional marketing methods do non appeal to some segments of consumers. Some consumers apparently

value the appearance of beinchiliad on the cut ting edge or "in the know," and therefore derive satisfaction from

promoting new, exciting products (Loma, Provost & Volinsky 2006).

V. Customer Service

Customer service is another crucial surface area for social media marketing (Helmsley, 2000). Sometimes website

designers cannot avoid a certain caste of complexity in the architecture of a website. Therefore, it is

necessary to have a thoughtful customer service due southystem. Links to Frequently Asked Questions (FAQs) and

links to online representatives are useful inorthward guild to assist customers in the selection or buying process. A

marketer should not only offer online assistance. In many cases, it idue south more convenient for customers to call a

company. Therefore, the utilize of a toll costless phone number for customers should be considered (Gommans et al.,

2001).

According to Gommans et al. (2001), Order fulfillment and rapid delivery systems are as disquisitional to due east-loyalty

development as the other factorsouthward. A thoughtful logistics organisation that guarantees a fast commitment after the

checkout process contributes to client satisfaction, which in turn contributes to loyal behavior. In addition

to the speed of delivery, the logistics system should allodue west different ways of delivering products. Some

customers prefer to go the product delivered by parcel services, like FedEx and UPS. Others might want to

choice upwards a production in a physical store in order to have somebody to talk to (Gommans et al., xx01).

A customer who buys something odue north the Internet has 1 major disadvantage compared to a client in real

space. Internet customers cannot impact, smell, or experience the good before they buy information technology. This makes a shopper

insecure about buying a production. In order to minimizeastward this insecurity, an social media marketers should offer

brands that are well-known, good product quality, and, of course, guarantees (Becomemmans et al., 2001).

four. Disadvantages

The online environment creates not only opportunities, but also complications and challenges for the social

media marketing process. The transparency of the web grandakes online information available to all audiences,

and reinforces the need for consistency in the planning, design, implementationorthward and control of online

marketing communication (Hart et al., 2000). There are five chief disadvantages need to be considered on

social media marketinchiliad, which are:

I. Fourth dimension intensive

Every bit the name impliedue south, social media is interactive, and successful, ii-style exchanges accept commitment. The

nature of marketing changes in social networks, with the focus placed on establishing long-term relationships

that tin can turnorthward into more salesouth. Somebody has to be responsible to monitor each network, respond to comments,

answer questions and post product information the customer deems valuable (Barefoot & Szabo, 2010).

Businesses without a service to manage these social networks will find information technology difficult to compete. The first

preliminary consideration and probably the most important one is that social media marketing requires a

significant time investment (Barefoot & Szabo, 2010). Equally a general rule, simply dabbling in a few social media

resources and hoping to realize enormous returns is fanciful. A visitor must realize the necessary fourth dimension

delivery and either have or decline that commitment as plausible for its operation (Barefoot & Szaboo,

2010).

II. Trademark and Copyright Issues

Co-ordinate to Steinman and Hawkins (2010), It is of the utmost importance for companies to protect their own

trademarks and copyrights when using social media to promote their brands and products. A company‟s brands

and other intellectual property are frequently nearly every bit valuable as the products or services that they offering. Social

media‟s capacity to facilitate informal and impromptu communication ofttimes on a existent-time basis can aid

companies in promoting their brands and disseminating copyrighted material, merely it can besides facilitate third-

political party abuse of a business‟ trademarks and copyrights (Steinman & Hawkins, 2010).

When using social media, whether via a third-party outlet or a company‟s own social media platforms,

marketers should regularly monitor the use of their trademarks and copyrights. Companies should monitor their

own social media outlets every bit well equally third-party social media platforms to ensure tlid those providing content

through the media outlets are non misusing their intellectual property. Internet tracking and screening services

are available to yardonitor the use of your business‟s marks and copyrights on third-party sites, including

checking social media sites for profile or user names that are identical or substantially similar to your

visitor‟s name or brands (Steinhuman being & Hawkins, 2010).

Social Media Marketing

Every bit stated by Steinman and Hawkins (2010), This course of business impersonation tin harm a company‟south

brand and reputation if left unchecked; such monitoring can likewise serve as a positive indicator of business organisation

success. Companies should consider reserving, on various social media sites, user names that match or closely

resemble their merchandise names and marks (Steinman & Hawkins, 20ten).

In addition, companies should have terms and conditions for their own social media outlets, with provisions

specifying how to properly use the companies or third-party intellectual property. Marketers conducting certain

types of social media marketing campaigns, particularly promotions and user-generated content campaigns,

should have rules in place tlid include specific prohibitions regarding trademarker and copyright infringement

and impersonation (Steinman & Hawkins, 2010).

Three. Trust, Privacy and Security Issues

Using social media to promote one‟s brand, products, or services can also implicate trust, privacy and data

security outcomes. It is important for companies to aware of these issues and takes appropriate measures to

minimize their exposure to liability related to personal data collectiodue north, utilise, and maintenance.

Trust, particularly the unique dimensions of transactional security and privacy (Hoffmann et al., 1999), play a

disquisitional role in generating customer loyalty to social media marketers. A study by Ratnasingham (ane998) has

shown that fear of online credit card fraud has been one of the major reasons customers have not done more

extensive online buying (Ratnasigham, 1998). Moreover, privacy concerns have led to a public relations fiasco

for some major social media marketinyard resulting in substantial brand image erosion (Advertising Age, 2000).

Social media companies like Facebook and Twitter generally have their own privacy political leadericies that govern their

apply of consumer data and third-party conduct odue north the social media platforthousand with respect to personal data.

Marketers using third-officey social media outlets should ensure that their marketing campaigns do not

encourage consumers or any other parties to engage in practices that would violate the social media company‟due south

privacy policy, and marketers should also ensure that they are abiding by the policies as well. Companies that

administrate their own blogs or other social media platforms should also maintain comprehensive policies that

disclose the company‟due south information drove, use, and storage practices, and any responsibilities that 3rd parties

have regarding privacy and data security (Steinhuman & Hawkins, twenty10).

Trust, which is closely related to security, is a very important factor in the online buying process beliefs

process. In full general, you cannot feel, smell, or touch the production. You cannot look into the salesperson‟south eyes

(Steinman & Hawkins, 2010). Therefore, these ways of developing trust are excluded on the Internet. Brand

trust usually contributes to a reduction of uncertainty. In addition, trust is a component of the attitudinal

component of loyalty. So it is obvious that loyalty inorth general and brand trust in particular can help to overcome

some of the Internet‟s disadvantages, due east.grand. to overcome perceptions tchapeau the Net is an unsafe, dishonest, and

unreliable marketplace. In fact, these perceptions are still stopping some potential customers from doing

business on the web. A "third party approval" is a besidesl to generate trust (Getmmans et al. 2001).

Iv. User-Generated Content (UGC)

During the final few years, users have spent more than time and shared grandore information, thoughts, and opinions

with each other easily via the Net. Also, new forms of content generationorthward, advice, and

collaboration have come out on the Cyberspace. Oftentimes marketing strategies involving social networking sites

or other social media incorporate user-generated content (UGC) into the field (Filho & Tan 2009). For

instance, UGC allows Internet users to make comments in various forms, such as photos, videos, podcasts,

ratings, reviews, articles, and blogs (Filho & Tan 2009). Whether it‟s a video or photo shared on a site or

messages that site users disseminate to members of the network, UGC holds much promise as a marketing tool.

In addition, user-generated content comes with a relatively high degree of credibility in the eyeah of consumers,

especially if someone created the content for example or a tweet between friends. Soliciting user-generated

content in connection with a marketing strategy comes with thenme risk of incurring legal liability for content

created by an individual participating in the campaign Marketers can, however, take certain steps to minimize

legal risks associated westwardith marketing campaigns that involve the dissemination of user-generated content

through social media (Gommans et al. 2001).

Social Media Marketing

V. Negative Feedbacks

Social media, in a manner, converts consumers into marketers and advertiserdue south, and consumers tin create positive

or negative force per unit area for the company, its products, and its services, depending both on how the company is

presented online and on the quality of products and services presented to the customer (Roberts & Kraynak

2008). Consumer-generated product reviews, images, and tags, which serve every bit a valuable source of data

for customers making production choices online (Ghose, Ipeirotis, & Li 2009), have increased rapidly on the

Internet and have had a great impact on electronic commerce (Forman, Ghose, & Wiesenfeld 2008) following

the emergence of Web 2.0 technologies.

One attribute of social networking that is especially damaging to marketing campaigns is negative post

responses. Unhappy customers or industry competitors are able to post disparaging or offensive pictures, posts

or videos and there is not much a marketer tin exercise to prevent these occurrencesouth (Cheung, Lee, & Thadani

2009). Still, negative or other not-constructive feedback cannot be ignored. Social networks must exist one thousandanaged

efficiently enough to immediately respond and neutralize harmful posts, westwardhich takes more than time (Hennig-

Thurau et al. 2004).

v. Discussion

According to Gurau (2008), The online marketing environment raises a series of opportunities and also

challenges for social media marketing practitioners. The audiences become more fragmented and proactive,

but, on the other hand, the company has the possibility to combine diverse modes and categories of

information in a complex message . Social media also permit the enterprises to collect, register, analyze and use

customer data and feedback for meliorate targeting online audiences and customizing its messages (Gurau, 2008).

In fact, the specific characteristics of the Internet and social media applications are making the implementation

of integrated online marketing both inevitable and efficient for an online approach . The cost-related factors,

social interactions, interactivity, targeted market opportunities, and customer services are fantabulous features for

organizations to adopt a proactive-reactive attitude and to succeed in social media marketing. On the other

hand, downside of social media marketing such as time intensive, trademark and copyright issues, trust,

privacy and security issues, user-generated content (UGC) and negative feedbacks from customers are yardajor

barriers facing by social media marketers (Gurau, 2008).

According to Designing and implementing a specific model of integrated social media marketing tin can integrate

these characteristics. The message communicated online should be starting time infused with the core corporate values,

and then adjusted to the online strategy and tactics of the arrangement, and finally customized for a specific

combination of targeted audience and online channel. The pick of the appropriate advice-mix

needs to accept into account the graphic symbolistics of social media marketing (Gurau, 2008).

6. Determination

Social media can be established anywhere with an Intercyberspace connexion, and it should be considered by

marketers, advertisers, and online content creators equally a basic part of their communications because social

media affects all aspects of the Internet and transforms the role of Internet in people‟s lives (Universal McCann

2008).

Today, consumers gain a nedue west part with social media. Consumers are becoming „„content creators‟‟ and, thus,

functional consumers instead of just consuming, every bit in the past. And social media applications or tools that facilitate

this are blogs, micro blogging applications (such as Twitter), social networking sites (such equally Facebook),

podcasts, and video and photograph sharing sites (such as YouTube and Flickr). Given this reality, it is utiliseful for

companies, especially marketers, to integrate social media into marketing and their marketing strategies.

This study has attempted to identify the major advantages and disadvantages determined by the development of

Net technology in the area of social media marketing. Social media is the modern tool for marketers who

effort every means to get their message out to their target market places. The medium has many advantages and

disadvantages based on their house, and many companies still struggle to find the right way to use information technology. The

average business owners or marketers do not fully understand the risks and challenges in information technology. The field is yet so

fresh that it is difficult to evaluate the qualifications of social media "experts" w ho offer their services online.

And then, earlier a company pace into the field of social media marketing, they have to complete full research on

social media practices. An organizationorth has to master basic principles and tactics of using social media as an

effective tool in guild to survive in the field of social media marketing. Main goals of a company or

system take to engage customers, to protect company reputation, to provide customers with good quality

of production and services and to satisfy customer‟s need.

Social Media Marketing

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... The fact that a workshop on media reporting contributed to increased nutrient and nutrition coverage also suggests that there is limited awareness and capacity of nutrition reporting amid media practitioners [11]. Information technology is important to notation, yet, that the media has focused on promoting commercial products and services through advertising [41]. These findings bear witness that there is a demand for deliberate actions to increase capacity for leveraging media for diet communication. ...

Dietary perception, behavior, and nutritional condition can all exist influenced past exposure to information. Behavior change advice that is appropriately designed and implemented is critical for motivating optimal dietary behavior. On the other manus, inadvertent or deliberate misinformation can drive unhealthy dietary behaviors. Equally part of the process to develop nutrient-based dietary guidelines (FBDGs) for Ghana, this rapid prove review examined the nature, extent, sources, and medium of food and nutrition information dissemination and promotion in Republic of ghana. PubMed, Cochrane, Google Scholar, and Open up Access Theses Dissertations (OATD) databases were searched systematically using keywords to identify relevant peer-reviewed and grey literature. The review included 31 documents, after excluding one,302 documents for ineligibility (based on irrelevant championship, abstract, and duplicates). Limited reporting of undernutrition was found in print and electronic media. Unhealthy foods, including carbohydrate-sweetened beverages, snacks, yogurt, instant noodles, candy/chocolate, and water ice foam were frequently advertised through diverse communication media. Children are highly exposed to nutrient advertisements, which target them. Promotional characters, blitheness, billboards, and front end-of-store displays; product-branded books, and toys are common strategies for food marketing and advert in Ghana. The most oft reported sources of health and nutrition information were boob tube, radio, social media, wellness professionals, families, and friends. Children and adults experienced changes in nutrient preferences and choices equally a result of exposure to nutrient advertised on television. The commonly used traditional media were radio and idiot box; printed newspaper use has declined tremendously in the past decade. Social media use (particularly WhatsApp, Facebook, and YouTube) is highest in urban areas, and is growing quickly; young adults are the most agile users of social media platforms. Experts recommend regulation as a mitigation for diet miscommunication and inaccurate promotion. The electric current review highlights the need for regulation of food marketing, and advert to safeguard a healthy food surround in Republic of ghana. Key words: advertisement, promotion, diet, regulation, social media, nutrient, Ghana

... Son también interesantes plataformas para la realización de publicidad, mucho más económicas y capaces de llegar a united nations gran público a nivel global o local según las preferencias del emisor (Nadaraja y Yazdanifard, 2014). Por este motivo, las redes sociales están siendo usadas como plataformas para conducir actividades de marketing y campañas de publicidad por parte de empresas, las cuales invierten mucho tiempo, dinero y recursos en anuncios en redes sociales. ...

  • Tamara Doval-Fernández
  • Eva Sánchez-Amboage Eva Sánchez-Amboage

El desarrollo de las Tecnologías de la Información y la Comunicación ha provocado importantes cambios en la industria turística. La aparición de la Web ii.0 y especialmente las redes sociales han cambiado el modo en el que los turistas se comportan y, por ello, las empresas y gestores de destinos turísticos deben dedicar recursos a conocer estas plataformas y utilizarlas como aliadas en la promoción de los destinos turísticos. Concretamente Instagram, que destaca por su rápido crecimiento y capacidad de adaptabilidad a través del uso de contenidos visuales, es una herramienta ideal para la promoción de destinos turísticos.En base a lo inductive, este trabajo de investigación presenta el siguiente objetivo: analizar el uso de Instagram como herramienta de promoción turística y conocer sus funcionalidades y utilidades. Para obtener esta información se emplea el análisis de contenido como método de investigación. Los resultados nos muestran como las funcionalidades y utilidades de Instagram tales como tipos de posts, hashtags, geotags, reels, stories, etc. ofrecen grandes beneficios para la promoción de los destinos turísticos

... Based on the to a higher place understanding, it can be concluded that e-trust or electronic trust is a trust that does not appear suddenly but must be congenital from the start. This trust volition be a driving force in creating an effective relationship with customers (Nadaraja & Yazdanifard, 2013). In full general, discussion of mouth or WOM is a marketing communication tool that is incorporated in the promotion mix (Stephen, 2016;. ...

The purpose of this report was to clarify the relationship betwixt E-Satisfaction, E-Word of Mouth and E-Trust on Repurchase Intention of Online Shop. The approach in the research used is a quantitative approach using PLS-SEM SmartPLS software every bit a information processing tool. In this study, the data collection technique was carried out using an online questionnaire which was distributed to 150 respondents' consumers of online shops. Sampling system with snowball sampling method. Based on the results of hypothesis testing, it was found that this study establish that satisfaction had a positive and insignificant effect on repurchase intention. This shows that the due east-satisfaction of online shop consumers does non significantly touch on the repurchase intention of these consumers towards e-commerce online shops. In improver, e-word of rima oris has a positive and insignificant effect on repur-chase intention. This shows that the college the e-give-and-take of mouth perceived past e-commerce consumers , the less meaning customers will repurchase online. E-trust has a positive and significant effect on repurchase intention. This shows that the higher the e-trust perceived by online shop e-commerce consumers, the more customers volition repurchase online. The novelty of this inquiry is the new correlation model of e-satisfaction, east-word of mouth and e-Trust on repurchase intention of online shops and the research can be a reference for further enquiry to be practical in other places or countries.

On March 11th 2020 the Earth Health Organization (WHO) officially declared Covid-xix every bit a global pandemic. Global economy and business organisation activities were disrupted as a upshot of this pandemic. Starting from Prc, with the affected number of more than 80,000 people infected, the virus spreads rapidly around the earth through human contact. On 16th December 2020, the statistics shows the world total number of cases stands at 73,777,368 (73.seven mil) people existence infected and has claimed the lives of more 1,640,301 (1.half dozen mil) people whilst 51,782,909 (51.7 mil) people has recovered from the virus. More than than 140 countries were afflicted and in countries such every bit America, Italy, Germany, France and Iran, the cases are growing exponentially (Segal & Gerstel, 2020). However, through some specific actions, the spreading of the disease tin be controlled through some specific deportment. By focusing on human separation, the deportment taken included Motion Control Order, Lockdown, Confinement, and Social Distancing are amongst the best actions taken past governments effectually the world, to safeguard the interest of the public (Craven et al.,2020). In Malaysia, the government implemented the Motion Control Order, which begins on March 18th 2020. This is the order that includes the closure of all regime, private, and business concern premises. The only premises that are allowed to open are those related to essential services. Small-scale and medium businesses in Malaysia were the well-nigh impacted past the Movement Control Lodge. Amid the major hurdles that the businesses faced includes liquidity bug, closure of operation, retrenchment and diluted firms' capacity for future expansion (Wahyudi, 2014; Craven et al., 2020; Smith-Bingham & Hariharan, 2020). For the business organization to survive the pandemic claiming, change management is key in lodge to run across the challenging environment. Those are, changes of business strategies, operations and business deport, as well as pressures to search for new sources and opportunities. Notwithstanding, the impact of each business is dissimilar in accordance to the types of business activity, size and resources that they endemic (Cassia & Minola, 2012). It is thus imperative that businesses demand to await at innovative ways in order to remain relevant and provide business concern sustenance and continuity. This is key every bit they need to exist agile and flexible enough to adapt to change in gild to ensure their business survival. This is the instance for a pocket-sized business enterprise in Malaysia chosen "Tudung KC", in trying to overcome the challenges of the pandemic for business survival through alter management.

  • Seren Aydingülü Sakalsız Seren Aydingülü Sakalsız
  • Serkan Sahin

Bireylerin günlük yaşantısının önemli bir parçası olan sosyal medya, bireylerin tüketici davranışlarından yatırım kararlarına kadar farklı yelpazedeki kararlar üzerinde etkili olabilmektedir. Sosyal medya kullanımının artması ile birlikte finans sektöründe sosyal medya kullanımının etkisi de tartışılır hale gelmiştir. Günümüzde birçok finansal kurum gerek tanıtım gerekse iletişim aracı olarak sosyal medyayı aktif olarak kullanmaktadır. Ülkemizde de bankalar sosyal medyayı tanıtım, yatırımcı ilişkilerini geliştirme ve ticari faaliyetlerini yürütme amacı ile kullanabilmektedirler. Diğer taraftan yatırımcılar da konvansiyonel iletişim kanalları yerine sosyal medya kanalları üzerinden birçok işletmeyi takip ederek yatırım kararlarına yön verebilmektedir. Buna göre, bankaların sosyal medya kullanımlarının yatırımcı ilgisi kanalı ile pay senedi getirilerini etkileyebilmesi olası görülmektedir. Bu çalışmada da sosyal medyayı etkin kullanan x farklı bankanın Ekim 2016-Eylül 2020 arasındaki 48 dönemlik pay senedi getirileri ile sosyal medya skorları arasındaki ilişki incelenmiştir. Elde edilen bulgular pay senedi getirileri ile bankaların Twitter ve Facebook skorları arasında çift yönlü bir ilişki olduğunu göstermiştir.

  • Ettore Moriconi Ettore Moriconi

La stesura del seguente elaborato nasce dall'esigenza di voler portare i lettori a conoscenza di un nuovo modo di fare business organization alla luce della sempre maggior flu che ha la digitalizzazione sulle diverse realtà aziendali e sociali e alla luce dell'impatto pandemico come acceleratore di un processo irreversibile. L'obiettivo della composizione è quello di indagare sul ruolo che hanno i social media ed il social media marketing nel determinare una redditività potenziale superiore rispetto ai rivali, la quale potrebbe condurre all'ottenimento di una posizione di vantaggio competitivo rilevante. La trattazione consta di quattro capitoli. I primi tre, di impronta prettamente teorica, sono stati elaborati seguendo le principali nozioni della letteratura vigente. L'ultimo, invece, presenta un orientamento pratico basato sulla raccolta di dati presso united nations'azienda, sul loro confronto due east sulla loro interpretazione in base alle nozioni esposte nei capitoli precedenti. Nello specifico, il primo capitolo definisce quelli che sono i principi fondamentali due east le applicazioni più rilevanti del concetto di vantaggio competitivo. A seguire, nel secondo, si presenta la tripartizione porteriana delle strategie in leadership di costo, differenziazione e focalizzazione, concludendo poi con la strategia di cooperazione. Nel terzo capitolo 50'enfasi si sposta sulla digitalizzazione delle strategie descrivendo l'impatto che quest'ultima ha avuto su di esse. In particolare, si presenta il social media marketing ed il mobile marketing come united nations nuovo modo di fare business definendone dettagliatamente i vantaggi e gli svantaggi relativi eastward le principali metriche d'analisi per la misurazione delle functioning due east il raggiungimento degli obiettivi. Infine, l'ultimo capitolo, come anticipato, è caratterizzato da un approccio empirico. Attraverso la somministrazione di un questionario a united nations'azienda leader in performance marketing si cerca di ottenere le informazioni necessarie volte alla conferma o confutazione dell'ipotesi inziale sui social media come up fonte di redditività potenziale superiore. Questo è possibile grazie ad un attento confronto dei dati due east advertizing una loro profonda interpretazione sempre alla luce di tutti i principi trattati nei capitoli precedenti.

  • MUHAMMAD AWAIS MEHMOOD
  • Qaiser Janjua Qaiser Janjua
  • Muhammad Ali Saeed
  • Hina Samdani

Limited research on Social Media (SM) marketing by College Pedagogy Institutes (HEIs) primarily focuses on understanding important practices followed to heighten students' appointment on SM or its association with dissimilar branding constructs. Even so, there is dearth of research that can guide regarding practices negatively influencing SM based communication between HEIs and Students. This research explores these limiting factors affecting optimal students' appointment on SM. A qualitative exploratory research methodology was adopted based on in-depth interviews and Netnography. 25 interviews were conducted and 6 months content analysis of Facebook account of selected HEIs was carried out for Netnography. The findings revealed unlike content and not-content factors negatively influencing students' engagement on SM. Content related factors included poor design of SM content, lack of informality, inconsistent content posting and content posting during office hours. Whereas not-content related factors include selective platform presence, selective response to students' queries, fearful attitude towards official SM and absence of incentives for students to engage on SM. All these factors are believed to bear on unlike stages of Customer Engagement including Connection, Interaction, Loyalty and Advocacy. Findings of this study have enabled gaining empirical knowledge regarding negative practices on SM, highlighted above, that shall be avoided to achieve optimal results for SM marketing advice and learning how these practices affect different stages of students' date on SM.

Ecotourism or sustainable tourism, which is oftentimes advocated specially in natural areas for relaxation. The richness of natural areas in Malaysia has led ecotourism to become one of the fast-growing industries inside the nation. A full agreement of ecotourism practices in planning, evolution and resources management is therefore needed to ensure sustainability without causing environmental degradation. The goal of this study is to observe the impacts of created resources (e.g.: tourism infrastructure and range of activities) and supporting resources (e.g.: destination accessibility and quality of tourism services) towards competitiveness of tourism destinations from both the perspective of domestic and international tourists forth with the moderation of social media marketing.

  • P. Mohammed Buhari Saleem P. Mohammed Buhari Saleem
  • Mr P Mohammed

With the deep invasion of internet connectivity among people, in India, the number of social media users has been growing regularly. The Indian government-sponsored Digital India scheme has also offered greatly to this growth. In, the year 2020, which came under the grip of the pandemic Covid-nineteen, saw many opportunities to social media to collect information or to evidence themselves and several distinct topics and conversations began trending in social media in Bharat. Social media marketing is a powerful technique for businesses of all sizes to influence prospects and customers. Customers are already communicating with brands through various social media applications, such as Instagram, Facebook, Twitter, Telegram, and Pinterest. Social Media Marketing (SMM) can bring remarkable accomplishment to concern, formulating devoted make advocates and even driving leads and sales. Nevertheless, not all businesses are aware of the benefits of social media marketing. Well-nigh of the pocket-size businesses aren't using social media to ameliorate their business. Today'due south buyers rush to browse social media when they want to empathise more most an system or production because that's where they'll find others talking nigh that business.

Increasingly, user-generated product reviews, images and tags serve as a valuable source of information for customers making production choices online. An extant stream of work has looked at the economic impact of reviews. Typically, the touch of production reviews has been incorporated by numeric variables representing the valence and volume of reviews. In this paper, we posit that the information embedded in product reviews cannot exist fully captured by a unmarried scalar value. Rather, we argue that product reviews are multifaceted and hence, the textual content of production reviews is an important determinant of consumers' choices, over and above the valence and volume of reviews. Based on a unique dataset of hotel reservations available to us from Travelocity, we estimate demand for hotels using a two-stride random coefficient based structural model. We apply text mining techniques that allow u.s.a. to incorporate textual information from user review in demand estimation models past inferring the sentiments embedded in them and supplement them with image classification techniques. The dataset contains consummate data on transactions conducted over a 3 calendar month catamenia from Nov - January 2009 for hotels in the The states. Nosotros have data on user- generated content from 3 sources: (i) user-generated hotel reviews from two well known travel search engines, Travelocity and Tripadvisor, (ii) tags generated by users identifying different locational attributes of hotels from Geonames.org, and (iii) user contributed opinions on the most important hotel characteristics from Amazon Mechanical Turk. Moreover, since some location-based characteristics, such as proximity to the beach, are not straight measurable based on UGC, we use epitome classification techniques to infer such features from the satellite images of the area. These different data sources are then merged to create one comprehensive dataset that enables usa to estimate the weight that consumers place on unlike hotel characteristics. Nosotros then propose to pattern a new hotel ranking and recommendation system based on the empirical estimates of consumer surplus from hotel transactions. Past improving the recommendation strategy of travel search engines, it can raise the conversion rate for a particular hotel, hence increasing the return-on-investment for travel search engines.

This article introduces several new concepts that lay the conceptual foundation for thinking nigh next-generation marketing based on ubiquitous networks. U-commerce, orÜber-commerce, is predicated on the characteristics of network ubiquity, universality, uniqueness, and unison. It is proposed that the keys to managing network-driven firms are the concepts of u-space and attention analysis. The implications for adjacent-generation marketing in the u-space are explored, with a research calendar identified for scholars and managerial implications recognized for practitioners.

Marketing managers and consumers who utilize the web as a source of information oftentimes use input from strangers to brand decisions or gain knowledge. The authors propose that in such contexts the information provider's current and by behaviors, relative to those of other information providers, influence who the information seeker thinks provides a valuable response and how valuable they judge the provider's information to be. The authors track information queries, information provider responses, and objective valuation of these responses by information seekers in a web forum - where responses to information queries come from multiple information providers with whom the information seeker has not met face-to-face and has had no prior interaction. Among other results, the authors show that a provider'south response speed, the extent to which their previous responses inside the focal domain take been positively evaluated by others, and the latitude of their previous responses across different domains of knowledge touch objective judgments of information value. Importantly, these furnishings are moderated by the information seeker's goal orientation; in particular, whether they want to brand a decision or larn something new. The information provider'south experience in responding to questions in different domains of knowledge increases judgments of information value for those with a decision orientation, whereas the data provider'due south reputation for providing valuable contributions within the focal domain increases judgments of information value for those with a learning orientation.

Purpose – The purpose of this newspaper is to provide an explanation for why young consumers prefer interactive technologies. Design/methodology/approach – The data analysed in this paper was taken from a series of in‐depth interviews and ii online surveys initially conducted for the 2005 and 2006 Lifelounge Urban Marketplace Reports. Findings – The results advise that v key values held past immature consumers explain their adoption of interactive technologies. Following the explanation of each finding is a vignette of how the social networking site MySpace utilises interactive technologies to enable young consumers to convey their values. Originality/value – This paper fills a gap in the literature past providing a values‐based structure of why young consumers adopt interactive technologies.

  • Jagdish N. Sheth Jagdish N. Sheth

Purpose – East-marketing is growing at a dramatic pace and is significantly impacting client and concern marketplace behaviors. Equally a result, most firms accept started developing eastward-marketing strategies for the web. All the same, the development and strategic direction of e-marketing strategies in international environments has not been discussed and is the focus of this newspaper. Blueprint/methodology/arroyo – In this paper, the authors examine two problems based on extant literature and our previous research in this area. The authors talk over e-marketing in an international context and develop a framework that will allow researchers and managers to understand the impact of country level effects on e-marketing strategies. The newspaper proposes that the evolution of e-marketing strategies is based on the countries infrastructure and marketing institutional development. Findings – Information technology is found that international e-marketing strategies are fundamentally changing, and will proceed to change, marketing thought and exercise in international markets. The paper suggests that the e-markets of tomorrow may accept little resemblance to the markets of today. Research limitations/implications – The paper suggests that additional conceptual and methodological research is required in this area. Propositions are derived that will provide directions for future research. Practical implications – Firms need to better monitor their international environments to make up one's mind the type of strategy that they demand to follow. The proposed strategies are – brick and click strategies, digitization, disintermediation, buying groups and culling infrastructure, firm driven e-marketing strategies, and corporate exchanges. Originality/value – This paper is the first attempt to examine the human relationship between a country'due south infrastructure, marketing institutions and the appropriate e-marketing strategies.

The conceptualization of a virtual feel has emerged because advancements in computer engineering have led to a movement toward more multisensory online experiences. Two studies designed to explore the concepts of virtual experience and presence are presented, with the results largely supporting the proposition that 3-D ad is capable of enhancing presence and, to varying degrees, ultimately influencing the product cognition, brand attitude, and purchase intention of consumers. The marketing implications are immediate because the ability to create a compelling virtual production experience is not beyond the current capability of interactive advertising. Past creating compelling on-line virtual experiences, advertisers tin can potentially heighten the value of product information presented and engage consumers in an active user-controlled product experience.southward

  • Ronald P. Hill
  • Nora Moran

Advertisers involved with social marketing are commencement to recognise the bounding main change that is coming due to the spread of interactive media usage throughout many subpopulations of interest. Unfortunately, models of how social marketing theory and practise should evolve have non been forthcoming, severely limiting the development of appropriate media usage strategies. This paper seeks to resolve this dilemma, in office, via discussion of how social marketing goals and objectives are challenged and avant-garde in this new environment. Advertisers must face inherent opportunities and challenges, equally failure to practice so will go out social agendas unfinished or unresolved, peculiarly as new and younger generations become principal targets. [ABSTRACT FROM AUTHOR] Copyright of International Journal of Advertising is the property of Warc LTD and its content may non be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for private utilise. This abstract may be abridged. No warranty is given virtually the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

  • Alan L. Montgomery

Quantitative models take proved valuable in predicting con- sumer behavior in the offline world. These aforementioned techniques tin can be adapted to predict online actions. The use of improvidence models provides a firm foundation to implement and forecast viral marketing strategies. Selection models tin can predict pur- chases at online stores and shopbots. Hierarchical Bayesian models provide a framework for implementing versioning and price-segmentation strategies. Bayesian updating is a natural tool for profiling users with clickstream information. A central challenge for practitioners of Net marketing is to extract value from the huge volume of data that can be collected. These tech- niques illustrate how this information can be leveraged to cre- ate better decisions.

  • Marcel Gommans
  • Krish South. Krishnan
  • Katrin B. Scheffold

With the rapid growth of Eastward -commerce and on-line consumer shopping trends, the importance of building and maintaining client loyalty in electronic marketplaces has come up into sharper focus in marketing theory and exercise. This paper integrates previous inquiry in the field of make loyalty to present a conceptial framework of "e-loyalty" and its underlying drivers. Implications for eastward- marketing practise and hereafter inquiry directions are also presented.