Assignment on Social Media PDF

Added on - Jun 2021

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1Social Media
2ContentsLiterature review:.......................................................................................................................3Social media influence:..........................................................................................................3Conventional theories:............................................................................................................4Contemporary theories:..........................................................................................................5Current trends in use of Instagram for chameleon restaurant:...................................................6Research methodology:..............................................................................................................7Findings:.....................................................................................................................................8Discussion:.................................................................................................................................9Recommendations:...................................................................................................................10Conclusion:..............................................................................................................................11
3Literature review:The popularity of social media has increased by drastic margins particularly due to theincreasing prominence of internet and mobile communication technologies. The followingliterature review would aim at addressing the two prominent objectives established for theresearch report which are directed towards identification of approaches utilized by five starchameleon restaurant in wellington for using Instagram and the reasons for which otherhotels are using Instagram(Duggan, 2013).The literature review would be inclined to discuss the implications of influencer marketing asa dominant trend in the domain of business marketing, business benefits of the culture ofimage sharing and community formation on Instagram and the relationship of users withfeatures of image sharing platform such as Instagram as well as its business utilization forsocial media marketing(Dahl, 2018). The review would be supported with practical examplesin order to improve the understanding of the theoretical underpinnings related to theapplications of social media for marketing purposes in the case of chameleon restaurant.Social media influence:The social media landscape has been largely significant for the organizations involved intourism and hospitality. The adoption of social media as a marketing and information tool forchameleon restaurant could be validated on the grounds of intangibility and experientialnature of the products and services offered by the organizations. This implies the requirementof information by customers through diverse sources in order to reach on a feasible purchasedecision from available alternatives(FQ.com, 2018). Therefore social media has turned out tobe a crucial source of information in the hospitality industry especially supported by theprovision of user comments and reviews as well as image and video content creation andsharing that facilitate higher credibility and experiential value in the information.The development of internet technologies is also responsible for reducing the barriers forcontribution of information on various online platforms. The productive implications ofinternet connectivity have enabled individuals to create and curate content in blogs, reviews,comments and updates of status on Facebook. As per Godey et al(2016), Communicationtools and features have led to profound increase in circulation of content on social media(Godey et al., 2016). However, it is essential to notice the significance of visual content thataccounts as a prolific source of audience engagement on social media that can be noted inpopularity of YouTube and Instagram. An interesting aspect of these platforms is noticed in
4the gradual increase in traffic implying superior performance as compared to the renownedmass media platforms with substantial levels of consistency in the amount of unique visitorson a daily basis.Hyder said that the factors of drastic increase in volume and nature of content on social mediaas well as the increasing influence of the same have implied organizations in the hospitalityindustry to identify reasonable approaches for leveraging social media and its management toaccomplish interests of the business(Hyder, 2016). Hence the review of theoreticalimplications pertaining to the use of social media in the case of chameleon restaurant couldhelp in better explanation of the use of Instagram by five star chameleon restaurant inWellington and the concerns of influencer marketing. Prior to evaluation of theoreticalunderpinnings it is essential to consider the significance of theory in context of the use ofsocial media for customer engagement.The theoretical aspects help in interpretation of the various factors that contribute todevelopment of new opportunities in the field of social media marketing. The evaluation oftheories in sociology, communications, and information and computer sciences could be usedfor a clearer evaluation of the interaction between artefacts and actors involved in socialnetworks. As per Hudson et al(2016), the complex interactions could provide valid insightsinto aspects that can be leveraged by businesses from social media to ensure marketingpurchases (Hudson et al., 2016). The conventional theories such as social penetration theory,social network theory and social exchange theory could be used as promising resources toexplain the formation of networks by people, expression of opinions and sharing ofinformation among each other. Another promising aspect that can be realized from theevaluation of theories pertaining to the use of social media in hospitality industry is reflectiveof indications towards preventing the dominance of technology over society and the lives ofpeople. The example of the rapid increase in popularity of Instagram hashtag and itsimplications for social media marketing and dependency of users suggests that fasttechnological developments could be responsible for overwhelming users as consumers aswell as business managers(Kashyap et al., 2018).Conventional theories:Perceived control theory could be considered as the foremost theory which suggests thesignificance of influencer marketing and is representative of the indications towards thenecessity of customers as social actors. The popularity of TripAdvisor with 50 million unique
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