Monday, December 9, 2019

Use of Social Media in Marketing Samples †

Question: Discuss about the Use of Social Media in Marketing. Answer: Brief summary of the theory ad progression in the field Hollebeek, Glynn, and Brodie has conducted a research in 2014 on the effectiveness of branding relationships. Hollebeek, Glynn, and Brodie have highlighted the engagement between the consumer and the related brands. Hollebeek, Glynn, and Brodie have shown the drop of traditional mean of advertising an increasing use of social media in creating an effecting brand recognition and relation. Perrin in his work conducted in 2015, shows that nearly two third of the adult in America is prone to social media usage in 2005. Since then the usage of this medium of advertising has been increasing and it has reached a level of 65 percent. He has further discussed that the use of social media has affected the communication, advertising and branding patterns around the globe. Ruths and Pfeffer on the other hand have used social media to study the behavior of humans and its effects on the branding strategy of the company. The existence of powerful computational resources along with strong database has helped in giving rise to effective machine learning. The study of human behavior through social media has helped in learning the trends in people and targets the customers on a specific basis. Social media has thus offered a platform to the company to learn about the human behavior and strategizing theirmarketing strategy accordingly. Trainor, Andzulis, Rapp, and Agnihotri in their paper have discussed about the usage of social media in creating a customer centric management by the company. This contributes effectively on the companys customer relationship building. In their paper they have focused on two broad concept used inmarketing such as customer centric management and use of social media. Discussion of common themes Hollebeek, Glynn, and Brodie and Trainor, Andzulis, Rapp, and Agnihotri have shown similar concepts of social media. Both the papers focused in creating the strong customer relationship through the usage of social media platform. It has discussed that unlike the traditional managers that carried out intensive marketing techniques and formula, todays managers are just using social media to build customer relationship that is stronger than traditional marketing strategies. However, according to the finding the efficacy of using social media as a medium of marketing is still unknown to the companies. The consumers are increasing the usage of social media to know about the companies and to connect with their peers. Perrin on the other hand focused on the usage of social media among the adults for meeting their daily activities. He has shifted the focus away from the internet users and only on the adults. Adults are considered as a proportion of internet users and the paper has analyze the adults that only use internet and did not take into consideration the adult consumers that still remains offline. He has analyzed the total social media demand among consumers based on demographic, gender, socio-economic differences, racial differences and community differences. Findings have shown that 90 percent of the young adults and 68 percent of the older adults has been using internet recently. Discussion of different themes There has been differences in the work of all the four articles on some ground or the other. Hollebeek, Glynn, and Brodie and Trainor, Andzulis, Rapp, and Agnihotri have discussed the usage on social media on building customer relationship by the company. However, the other two papers have focused only on the increase use of social media among genders and age group. They have analyzed the ways in which the social media usage is increasing within a particular age group so that the brand scan creates successful consumer engagement strategy. This is because with the increasing trend of globalization it has become crucial for the brands to carry out an effective customer engagement tool. Ruths and Pfeffer has studied the human behavior and its effect on the social media usage. The study has been conducted on a large scale basis to study human behavior over all age group. Study of human behavior is also conducted through social media where the companies are opening their own online portals and analyzing the comments and perception of people towards their brands. Perrin (2015) on the other hand has analyzed the behavior of the adults alone in using social media for doing various activities. He has analyzed the use of social media in 27 national surveys of Americans. Discussion of study limitations Ruth and Pfeffer in their article have shown some problems in their research such as mismatch in the proxy population, incomparability of data and multiple comparisons of the issues. There has also been a multiple hypothesis I the paper instead of one single conclusion. On the other hand, the study conducted by Perrin shows that limitation that the adult population has obtained the result only about the usage of social media. It failed to analyze the social media usage by all types of consumers rather than any discrimination based on age and gender. Hollebeek, Glynn, and Brodie also show some limitation in their work as there is only analysis of effect of social media on the bard engagement. It has failed to show the usage of social media from the consumer point of view which leads to an incomplete analysis. Discussion of future research directions The papers can be used for further analysis on various grounds in order to give a clear picture of effect of social media in marketing. Future analysis should be both from consumers and producers point of view. This is because for effective marketing, it is important to know the demand of social media from both consumers and producers point of view, as they are both a crucial part for carrying out marketing successfully. Moreover, both qualitative and quantitative analysis needs to be done while conducting the research in order to prevent multiple hypothesis to rise. References Hollebeek, L.D., Glynn, M.S. and Brodie, R.J., 2014. Consumer brand engagement in social media: Conceptualization, scale development and validation.Journal of interactive marketing,28(2), pp.149-165. Perrin, A., 2015. Social media usage.Pew Research Center. Ruths, D. and Pfeffer, J., 2014. Social media for large studies of behavior.Science,346(6213), pp.1063-1064. Trainor, K.J., Andzulis, J.M., Rapp, A. and Agnihotri, R., 2014. Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM.Journal of Business Research,67(6), pp.1201-1208.

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