BMM3113 – LITERATURE REVIEW
The use of social media in promotion
Table of Contents
3.Aim and Objectives 3
4. Search techniques and results 4
6.Results of Reviews 5
7. Conclusion 6
A literature review is a study of academic sources on a subject. It offers an analysis of current information, helping us to recognise applicable concept, approaches and gaps in established analysis.
Trying to conduct a literature review requires gathering, reviewing and evaluating articles (such as textbooks and newspaper articles) that are important to our research issue .There are five key phases in the literature evaluation process : Search for applicable literature ,analyse references , recognize topics, debates and differences and write the research study
A successful review of the literature does not just summarise the references – it analyses, reconstructs, and systematically examines to provide a good picture of the situation of knowledge on the topic.
Customers and companies can communicate on social media .Each sides can pose each other queries resubmit the contents of each other and focus on making friends .Getting going with online marketing can be dauting ,then here are seven strategies to successfully promote our company on social networking sites .
The greatest social media and product communication guides are going to help
you make a speedy recovery in your way to be a specialist (Delridge ,2019).
Informational user friendly sites provide visitors with richer information and promote interaction .The function of the computer user changes from a reactive role ,such as downloading information from the media ,to a position that includes participating as part of a group ,generating knowledge ,designing and collaborating (Berthon et all ,2012) .Social networking apps like YouTube ,Instagram ,Facebook , Twitter ,etc are used for bringing information on social media . Social media are easily available and affordable to
a big number of people (Berthon et al., 2012).
3.Aim and Objectives
The goals of any promotional campaign shall be focused on the priorities and objectives of the organisation undertaking the program.
The goals here have been followed as section of the research:
-Examine the current system of main research on the application of social media in the advertising strategy.
– To investigate to what level small businesses that use social media track the influences of social media use the business.
– Gaining more information by discussions on approaches built by small businesses in social media.
– Recognizing potential areas for change in terms of strategies for addressing outcomes that may arise from the use of social media in organisation.
Social networking sites are not just an independent advertisement tool devoted exclusively to contact and promotion.
Social networking has produced tangible benefits with tactics like traffic creation and
online sales, as well as relevant facts of touch among products and buyers.
4. Search techniques and results
In order to gather most the required reading material to conclude this research study, the investigator used a range of search techniques, including online server and we searching .To successfully find the information for our research study ,we need to build a quest technique to accurately organize our search for such resources .
Using this technique, adopt the following actions:
1)Choose a valid and reliable article about your investigation.
2)Detect and access documents for that topic in the data repository
3) Check the words used to define and archive the registry document:
Have used the selection criteria to check for additional tools in the list by focusing on, if linked or used as terms in a search query.
4) Continue the cycle when appropriate, as alternative sources are identified
A CRAP test was also passed out to confirm the accuracy and significance of the sources recognised.
In order to successfully complete this investigation and analysis activity to achieve the proposed objectives I collected relevant, correct information belonging to several authors who inspired me in my approach.
* Aral, S., Dellacrocas, C. and Godes, D. (2013) ‘Social Media and Business Transformation: A Framework for Research.’ Information Systems Research, 24(1) pp. 3-13.
* Ashworth, C. (2011) The Impact of Social Media on SME Online Retailing in the Fashion Sector. Liverpool, UK, 5-7th July 2011. Patterson, A. and Oakes, S.: Academy of Marketing, Liverpool.
* Barnes, N. G. (2010) ‘Tweeting and Blogging to the Top How do the most successful companies use social media?’ Marketing Research, 22(1), Spr, pp. 8-13.
* Fischer, E. and Reuber, A. R. (2011) ‘Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behaviour?’ Journal of Business Venturing, 26 pp. 1-18.
* Kietzmann, J. H., Hermkens, K., McCarthy, I. P. and Silvestre, B. S. (2011) ‘Social media? Get serious! Understanding the functional building blocks of social media.’ Business Horizons, 54 pp. 241-251
6.Results of Reviews
Aral et all .(2013) propose an analysis structure for ongoing research into the evaluation of social media in business and industries .One area that Aral et all (2013) discussed is the absence of evaluation methods to track the effect of social media use on a company .Barnes (2010) intends to calculate the financial return of social media implementation in long term randomized controlled studies .
In her study, most companies assessed social media performance use the number of clicks on the social media platform, on-site reviews, contributes or revenues as calculation measures.
Fischer & Reuber (2011) also notes that little work has been carried out on assess the effect of social media use on a company. The minimal work available lies primarily in the marketing industry. Such writers include confirmation that Twitter is primarily being used by investors and illustrate the need for more work on innovation to recognise the effects.
There is still a lack of insight into to the social media techniques of businesses or how they fit into the general business approach.
Aral et al. (2013) notes that this is a field that could be more focused on study, since there is little awareness about how corporations can handle their social networks.
The opinion is also embraced by Asworth (2011) which illustrates the lack of insight into SME e business and social media methods. Aral et all (2013) found that there was a lack of good practices accessible to firms.
They say approaches are needed to have a more organisational strategy for clients,
regarding customer feedback and consumer management of a firm’s negative views.
Fischer &Reuber (2011) also say that knowledge in social media can be treated as a branch of company knowledge.
They still consider, though, a lack of guidance accessible to companies and believe that social media experience is still not completely established in businesses since social media had been around for a short amount of time, and social media keeps growing.
Sometimes one division, e.g. advertising within a company, is liable for the introduction and use of social media, but Aral et al. (2013) notes that consumers do not consider businesses in terms of divisions and anticipate answers to a variety of feedback and requests from social media, like technological requests, business development suggestions and customer support phrases.
Kietzmann et al. (2011) say that “customer support is the new marketing” and recommend that businesses concentrate their social media strategies on customer loyalty by procedures like consumer dissatisfaction mediation and feedback for brand or support enhancements.
Fischer & Reuber’s work (2011), which explores use of Twitter by businessmen, shows the ability of social media to be used within a company in far more ways than simply in marketing.
All the companies surveyed understood the value of social media and used social regular media regularly, with several having more than a social media post a day. Respondents recognized the value of using social media for a variety of things than advertising or commercial purposes.
All the companies surveyed here had sought to introduce a plan involving frequent social media updates and the delivery of expertise and data that would be appealing to consumers and that was accessible free for all the companies.
Many of the companies in this study have implemented a method of using social
media to monitor their own information and to connect with other companies and customers.
In conclusion, the investigator was able to investigate the current system on the chosen subject, parallels and literature discrepancies were examined and a discrepancy was found allowing for the possibility of providing suggestions for improving on the current method.
Promotion in social media is rapidly becoming the most fundamental aspects of business strategy. Companies around the world are finding ways in which social media can
lead to success and development in every field of their business. The real secret for any company is getting to know your clients. Social networking is making it simpler than before.
While trying to impress them, social media encourage you to choose what your prospective clients are thinking about. Companies will use these channels to collect input from customers in order to best serve their expectations and provide them with the knowledge they are seeking.
Aral, S., Dellacrocas, C. and Godes, D. (2013) ‘Social Media and Business Transformation: A Framework for Research.’ Information Systems Research, 24(1) pp. 3-13.
Ashworth, C. (2011) The Impact of Social Media on SME Online Retailing in the Fashion Sector. Liverpool, UK, 5-7th July 2011. Patterson, A. and Oakes, S.: Academy of Marketing, Liverpool.
Barnes, N. G. (2010) ‘Tweeting and Blogging to the Top How do the most successful companies use social media?’ Marketing Research, 22(1), Spr, pp. 8-13.
Berthon, P. R., Pitt, L. F., Plangger, K. and Shapiro, D. (2012) ‘Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy.’ Business Horizons, 55 pp. 261-271.
Emily Delbridge. (d November 21, 2019). The 8 Best Social Media Marketing Books of 2020. In: The 8 Best Social Media Marketing Books of 2020. Nd: https://www.thebalancesmb.com/best-social-media-marketing-books-4161114. Nd.
Fischer, E. and Reuber, A. R. (2011) ‘Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behaviour?’ Journal of Business Venturing, 26 pp. 1-18.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P. and Silvestre, B. S. (2011) ‘Social media? Get serious! Understanding the functional building blocks of social media.’ Business Horizons, 54 pp. 241-251
Lexie Lu. (2nd June 2017). 8 Effective Ways to Promote Your Business on Social Media. In: Lexie Lu 8 Effective Ways to Promote Your Business on Social Media. Nd: https://www.businesswest.co.uk/blog/8-effective-ways-promote-your-business-social-media. Nd.
Shona McCombes. (April 14, 2020). How to write a literature review. In: Shona McCombes. How to write a literature review. Nd: https://www.scribbr.com/dissertation/literature-review/. Nd.
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