research paper on social media as a marketing tool

This paper explores the concept and scope of social media marketing, as well as its benefits and challenges for businesses. It also discusses the strategies and tools that can be used to implement ...

In the fifth research stream, social media are conceived as a general strategic marketing tool, with the bulk of studies focusing on the strategic role of social media adoption for marketing purposes, the impact of social media on organizational structure, social media usage and its management, and the strategic marketing perspective of social ...

Broad search terms, such as 'social media marketing' and 'social media strategy', were deemed suitable. Since we observed trends suggesting that early SMM research largely considers adoption-related issues, we decided to include additional keywords, such as 'social media adoption' and 'social media use'.

This section synthesizes the existing literature focusing on digital and social media marketing and discusses each theme listed in Table 1 from a review of the extant literature. Studies included in this section were identified using the Scopus database by using the following combination of keywords "Social media", "digital marketing" and "social media marketing".

Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Considering the numerous ways social media affects individuals and businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Drawing on academic research ...

From a marketing management perspective, it is critical to assess the effectiveness of SMM, and a Social Media Audit is a useful tool for capturing the current state of social media activities and evaluating their effectiveness (Mukesh & Rao, Citation 2017). Brands must also actively listen to and monitor online user actions related to specific ...

Although social media use is gaining increasing importance as a component of firms' portfolio of strategies, scant research has systematically consolidated and extended knowledge on social media marketing strategies (SMMSs). To fill this research gap, we first define SMMS, using social media and marketing strategy dimensions. This is followed by a conceptualization of the developmental ...

The importance of social media in business is growing at warp speed. With more and more people joining social media sites and using them regularly/efficiently, the social media industry is bound to become bigger in the coming years based on the available data. Social media has changed the business landscape for almost all businesses.

Chi (2011, 46) defines social media marketing as a "connection between brands and consumers, [while] offering a personal channel and currency for user centered networking and social interaction.". The tools and approaches for communicating with customers have changed greatly with the emergence of social media; therefore, businesses must ...

Although social media engagement represented a key topic in marketing research (Barger et al., 2016; Peltier et al., 2020), an overarching perspective of the existing knowledge can drive the investigation of the state of the field, including the study of the research streams, and the analysis of the measurement tools. This paper aims to ...

The study conducts a comprehensive retrospective analysis of the social media marketing literature along with text mining and bibliometric analysis using data obtained from the Scopus database. The analysis is conducted for the literature published during 2007-2022 using VOSviewer application and Biblioshiny. The analysis revealed the publication trend and emerging themes in the research ...

According to Tarsakoo and Charoensukmongkol (2020), marketing strategies and tools have undergone tremendous changes since the inception of social media. Consumers no longer must rely on traditional media to acquire information about a product before making their purchase since social media can effectively and easily avail such information.

Instagram is a social media platform that has quickly evolved from a photo-sharing application to a successful marketing tool. It holds various business opportunities, and its rapid growth helps showcase the business offerings. Its innovative use of adverts entices clients, and its visual nature complements the social media marketing strategy.

The paper carries out empirical research to understand the effectiveness of social media as a marketing tool and an effort has been made to analyze the extent social media helps consumers in buying decision making. In addition strategies have been suggested for maximizing the effectiveness. Various statistical tests have been applied to support ...

This is due to the fact that 'consuming in shops' is changing to 'online consuming'. Companies are using different online marketing strategies to attract prospective buyers. Different tools and techniques are used to influence the purchasing decision of consumers. This case study on online marketing, research through survey and analysis ...

Social Media Marketing. Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach.

The role of social media in marketing and e-commerce has grown exponentially as the Internet has had a transformative influence on consumer behavior. And, the trend of online shopping is gradually becoming the dominant way of consumption and surpassing the traditional sales model, particularly in the context of the significant impact of the COVID-19 pandemic.

Social Media as a Marketing Tool: A Literature Review . Introduction . In today's technology driven world, social networking sites have become an avenue where retailers can extend their marketing campaigns to a wider range of consumers. Chi (2011, 46) defines social media marketing as a "connection between brands and consumers, [while]

Unlike the conventional marketing tools, social media provides a two way communication. The customers can interact with the company through personal messages, comments, likes, posts etc. Social media marketing can achieve more audience that ... To identify mostly used social media platform V. RESEARCH METHODOLOGY 5.1 RESEARCH DESIGN The present ...

with the customers, a hotel must include the social media tool in its operations. Samaan et al (2016) in their research paper "The effect of Social Media Marketing in the Hotel industry: conceptual model for development of an effective online community" analyse the benefits accruing from members' participation.

Based on the review of the techniques and methodologies used to analyse the use of social media as a marketing tool for football clubs in previous studies, we proceeded to design and develop an ...

In the first research paper, the authors from the Chair of Digital Marketing at WHU - Otto Beisheim School of Management address the idea that global crises generally have a negative impact on donations to nonprofit organizations. This research paper asks whether this wisdom applies to all channels by examining a growing digital fundraising channel, peer-to-peer (P2P) fundraising via social ...

Six hundred fourteen male and female students from three different schools made up the research sample. The results showed that there was a lot of social interaction (3.41), a strong sense of national and cultural identity (4.14) across all categories, and a high degree of tool use (4.24).

Inside this detailed 43-page report, Social Media Examiner uncovers: Most used social media platforms for B2B vs. B2C. Current and future organic social plans. Video marketing use and future plans. Platforms that deliver the most exposure, sales, and leads. How marketers are responding to AI. These business-building insights about the world of ...

New research into B2B content marketing trends for 2024 reveals specifics of AI implementation, social media use, and budget forecasts, plus content success factors. ... Almost as many (51%) names thought leadership e-books or white papers, 47% short articles, and 43% research reports. Click the image to enlarge. Popular content distribution ...

Abstract. Social media has changed the industry in a variety of aspects. Since we are living in the modern day, social media and the internet have a significant impact on how customers interact ...

Social Pro Daily. Adweek's Social Pro Daily section is a timely feed of news, trends and tips for social media marketers. We cover it all—from new feature rollouts and how social media ...