Impact of Facebook Marketing on Decision-Making Process of Sports Athletes

This article examines the impact of Facebook marketing on the decision-making process of sports athletes. It analyzes the positive relationship between Facebook and sports athletes in making successful decisions.

BUSINESS
COMMUNICATION
(PART A)

Table of Content
ANNOTATED BIBLIOGRAPHY..................................................................................................1

ANNOTATED BIBLIOGRAPHY
Daou, L., Sarkis, N., & Nader, Y. (2018). Impact of Facebook marketing on Lebanese
athletes' decision-making process. International Journal of Sport Management and
Marketing. 18(5). 402-416.
This article examines the impact of Facebook marketing on decision-making process of
sports person. Daou examines the impact of Facebook on the life on sports as it is very essential
to determine the right course of action. Daou is PhD holder in marketing and is a head of
transportation management. He focuses on researching mainly in social media and marketing and
advertising. As Daou is experienced in his field, and he analyses growth of internet which is
exploited by Facebook and other social media platform to increase marketing activities. Article
provides a brief exploration of positive relationship between Facebook and sports athletes in
making decision to be successful as it is surveyed by taking 385 athletes to increase brand value
and revenue generation from effective marketing.
Yoon, G. & et. al. (2018). Attracting comments: digital engagement metrics on Facebook
and financial performance. Journal of Advertising. 47(1). 24-37.
Yoon in this article examine importance of comments in digital engagement of customers
to increase financial performance of businesses. Author identifies effects of social media in
financial performance of businesses by taking five years information from about 500 companies
which uses Facebook as their marketing medium. Collected data was matched with customer
comments to understand the statistical behaviours of social medial marketing on business
performance. Yoon analyses positive impact of user comments in increasing financial
performance through the use of Facebook as marketing medium. The same was identified in the
Daou's article which shows positive relationship of social media in increasing brand value and
decision-making process of athletes. To compete in market business, have to adopt new
marketing techniques and Facebook is a very effective platform with high user base.
Mosquera, R & et. al. (2019). The economic effects of Facebook. Experimental Economics.
1-28.
This article assesses the effects of Facebook on economy of the country to determine the
positive and negative aspect. Mosquera being in department of Economics in Ecuador describes
the impact of Facebook on different economies of the world. Article discusses socio-economic
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communication impact of Facebook on lives of its users. In order to collect data, it was done
from a survey of 1765 people to understand value of Facebook that its users possess to analyse
the impact on daily life of users without the use of Facebook. It is determined that Facebook has
positioned itself very intricately in digital world as it helps people with providing news and all
the daily activities form politics around the world. Author describes that restriction of Facebook
for one week increases its value and also result into addiction which is mostly increasing in men.
Ji, Y & et. al. (2017). Staking reputation on stakeholders: How does stakeholders’
Facebook engagement help or ruin a company’s reputation?. Public Relations
Review. 43(1). 201-210.
This article is based on the impact of Facebook on positive or negative image of
company. Author has written this article to provide brief understanding about engagement of
Facebook with stakeholders leads to helping or ruining reputation of company. it was described
in the Yoon's article that Facebook has a positive impact in increasing financial performance of
businesses through digital marketing and increasing digital presence in market. A similar survey
was conducted by Yi Grace Ji by collecting data of 500 companies to understand the digital
communication and found that Facebook is the new technology which helps business to identify
their reputation score level with help of negative and positive user comments. However, this
article only focuses on business perspective by understanding the communication channels of
business which are used for Facebook to know online behaviours of their stakeholders.
Chugh, R., & Ruhi, U. (2018). Social media in higher education: A literature review of
Facebook. Education and Information Technologies. 23(2). 605-616.
This article examines the impact of social media in higher education and by
understanding different factors. Chugh and Ruhi, analyses, by review of literature that increase
usage of social media changed the methods to communicate with each other. This article focuses
on Facebook as an educational tool to increase the efficiency of teachers and students in gaining
better knowledge and skills. It was found that Facebook helps in increasing integration between
student- student and teacher- student to share information on social media which is growing
regularly leading to higher education capabilities in right direction. It is very essential for
educational institution to educate their students about different ways to increase communication
and increase their ability to, learn better from every communication effectively.
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Shiau, W. L., Dwivedi, Y. K., & Lai, H. H. (2018). Examining the core knowledge on
Facebook. International Journal of Information Management. 43. 52-63.
This article put emphasis on core knowledge of Facebook in users globally. Shiau and
Dwivedi conducted several analyses and adopted different model to understand the impact of
Facebook on lives of users which is also discussed in articles written by Chug and Ruhi. The
study helped authors to understand the different core knowledge which users and businesses
have learned from Facebook which includes behaviour analysis of users by understanding digital
movements online, people are also more aware about privacy and security risks becoming more
effective in communicating with the world using Facebook as the medium. Many businesses
have effective knowledge to develop strategies to increase business performance and improve
financial performance in the market effectively. This article provides better information effective
business communication to improve the efficiency and customer relation in market with social
media.
Pongpaew, W., Speece, M., & Tiangsoongnern, L. (2017). Social presence and customer
brand engagement on Facebook brand pages. Journal of Product & Brand Management.
The article examines the social presence of business to improve customer brand
engagement. Authors have written this article to explain managers and users, the impact of
corporate Facebook as a social presence to increase the customer brand engagement and change
customer experiences and perceived values of the brand in market. With the help of marketing
communication methods, the business has the ability to increase engagement of customers.
Qualitative data collection methods is used in this study to understand the emotional feelings and
behaviours of the users and brands according to current scenario. As this motivates customers to
increase knowledge about products and services thus, increase brand trusts and increase
customer engagement in the brand with Facebook. As stated in Yi Grace Ji's article on
reputation of stakeholders, it also explains the importance of Facebook which impacts the
reputation of business in market.
Golovko, D., & Schumann, J. H. (2019). Influence of company Facebook activities on
recruitment success. Journal of Business Research. 104. 161-169.
This article indicates the activities which help business to increase the efficiency of
recruitment with the use of Facebook in their recruitment process. Golovko & Schumann have
written this article to understand the variable which help in success of social networking sites
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like Facebook to achieve success in recruiting talents in their company. This article provides
recommendation to human resource managers to develop effective strategies and improving the
recruitment process with help of Facebook. Companies have increased the market research and
market size to invite more talented candidates with the help of social media platform and this has
also helped businesses to improve quality of workforce according to required skills and
knowledge in hiring people. It also helps business organization to improve the job description
and job analysis process by analysing current market talents.
Chung, S & et. al. (2019). Financial returns to firms’ communication actions on firm-
initiated social media: evidence from Facebook business pages. Forthcoming at Information
Systems Research.
This article exemplifies the financial return of business which have adopted digital
platform to improve business activities. Chung, S is a professor of leavey school of business and
explains in his article that positive and negative impact of social media in gaining effective
returns to operate business successfully. Using quantitative research method the author identifies
the posts of business on social media and positive comments of customers are not related to each
other as it does not impact the performance of business finances. This article is a contradiction
to Yoon, G. who in his article “digital engagement metrics on Facebook and financial
performance” stated that customer’s comments helps to increase the efficiency of business
performance by effective communication of Facebook.
Boarcăs, c. (2017). Business communication in the internet age. Economics, management &
financial markets. 12(2).
This paper evaluates business communication in internet age in current markets. Boarcăs,
c. explains in this paper the influence of internet in communication of business to gain better
opportunities for expanding in market. Increase in the use of internet has also improved the
business process as it helps in managing all its resources and gaining better information to make
effective decisions. This has also increased the quality of products and services due to better
customer engagement and large market coverage through internet communication. This also
positively impacted the economic growth globally leading to better globalization. There is a
significant growth in each and every industry to generate better job opportunities.
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