Effectiveness of the Facebook Platform Business Communication Research 2022

Business communication
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Contents
Introduction......................................................................................................................................2
Annotated bibliography...................................................................................................................2
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
The purpose of the report is to provide the annotated bibliography of 10 sources that are used to
examine the effectiveness of the Facebook platform as a vehicle for business communication. It
has been identified that the use of Facebook as the business communication tool will be
considered as the key theme for this course. The reason behind this is that Facebook contributes
to enhance the business communication or whether it delays the effective functioning of the
business by being a distraction to the customers, staff, and stakeholders.
Annotated bibliography
Adzovie, D. E., Nyieku, I. E., & Keku, J. A. (2017). Influence of Facebook usage on
employee productivity: A case of university of cape coast staff. African journal of
business management, 11(6), 110-116.
The rapidity in the emergence of social media which changes the way business operates
as well as handle the communication and Facebook is one of the major element through which
communication can be done easily. The research presented by the authors with the purpose to
examine the effects of the usage of Facebook on the productivity of the employees present in the
University of Cape Coast. For this research, the author has designed the questionnaire purposely
to collect the data of the 100 respondents that include a staff of University. The findings of the
research reflect that the time spends by the employees on Facebook is positively and negatively
affecting the workers. This is the fact that Facebook is considered as one of the vital element of
the lives of people. The major negative effect of Facebook use affects the productive hours and
outcomes which affects the security of the job of employees.

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Bitiktas, F., & Tuna, O. (2020). Social media usage in container shipping companies:
Analysis of Facebook messages. Research in Transportation Business & Management,
100454.
The study conducted by the authors analyses the present social media behaviour of the
container shipping companies to offer the help practitioners in order to improve the engagement.
The use by the companies has been done communicating about branding, message appeals,
direct-sales, and others. The research is supported with the appropriate theories which include
WOM psychological motivation theory and dual-process theory. However, the study also
presents that most of the companies are not making use of social media technology and also lack
social media strategies. The findings of the research show that there is a lack of engagement rate
on Facebook by customers for container shipping companies.
Cabiddu, F., Dessì, C., & Floris, M. (2020). Social Media Communication Strategies in the
Fashion Industry. In Exploring Digital Ecosystems (pp. 393-405). Springer, Cham.
The article is presented by one of the best contributors who presented at the XV
conference of the Indian Chapter of AIS (ItAIS) that was majorly held at the University of the
Pavia, present in Italy. The article includes the research of Floreddu and Cabiddu which shows
the combination of the strategies and the corporate reputations all together. The motive is to
determine the six media communication strategies. The authors made use of the longitudinal
explorative multiple case study and also the theoretical sampling that majorly emphasis on the
evaluation on Facebook. The findings of the article present that Facebook is one of the most
common social media websites which is used in the context of the different sectors. Furthermore,
corporate reputation is considered as positively linked to the businesses that can get involved

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with the customers in different sort of online conversation which helps in managing the
transparency. The recent findings show that Facebook is very useful for the large and small
fashion company who are looking to improve communication as it leads to high engagement and
participation.
Escobar-Rodríguez, T., & Bonsón-Fernández, R. (2017). Facebook practices for business
communication among fashion retailers. Journal of Fashion Marketing and
Management: An International Journal, 21(1), 33–50. doi:10.1108/jfmm-11-2015-
0087
In this research, the author understood the importance of the digital marketing and
practices of businesses towards the digital world. The article presented by the author’s shows
extends of the use of the social media channel Facebook by the top fashion retailers. The
research majorly emphasis on the evaluation of the level of Facebook usage by the major players
of the fashion industry and also on major type of content used to form the conversation. The
authors present that the formation of the brand community is possible with Facebook as it helps
in forming a good relationship with the customers. The tool of Facebook has been selected by the
authors as it has wide presence, size, audience and others which positively influence the brand.
Ladhari, R., Rioux, M. C., Souiden, N., & Chiadmi, N. E. (2019). Consumers’ motives for
visiting a food retailer's Facebook page. Journal of Retailing and Consumer
Services, 50, 379-385.
This research is conducted by the researchers who are faculty of business administration
and have knowledge of retailing and digital marketing. The research is conducted by the
researcher for understanding the customer motives due to which they visit the Facebook page for

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the retail food chain. To research an inappropriate manner, they collected the data with the help
of the online survey of 1208 members of the FB page of a Canadian food retail chain. The
findings of the respondents include the major motives that are essential to obtain the information
which is majorly based on the discounted items, consult recommended recipes, learning about
the new products present within the store and many others. The visit of the customers on
Facebook is for the communication which leads to the positive and negative influence on their
perception towards the company. All these pages include the positive and negative factors that
influence people perception for business and it is the way of communication.
Lalicic, L., Huertas, A., Moreno, A., & Jabreel, M. (2019). Emotional brand
communication on Facebook and Twitter: Are DMOs successful?. Journal of
Destination Marketing & Management, 100350.
The research is conducted by the authors involved in the marketing and management
field who understand the importance of communication for the brand. The study is presented
with the motive to evaluate the brand communication of the most popular DMOs in Europe as
per the TripAdvisor. The brand communication includes interaction with the customers on social
media sites like Facebook and Twitter where they share their responses. In addition to this, the
study shows there are some set of values that DMOs should either not include or avoid which are
aimed at the successful engagement with the clients. The study presents the DMOs with some
guidelines that are aimed at enhancing the communication with the brands by making use of
emotional brand values on the social media platform.

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Sawalha, S., Al-Jamal, M., & Abu-Shanab, E. (2019). The influence of utilising Facebook
on e-government adoption. Electronic Government, an International Journal, 15(1),
1-20.
The rise in the use of social media by the people made the authors research the
application of social media on government and the way it has influenced the communication of
government with citizens. The use of Facebook and other tools allow the government to take the
opportunity to reach citizen and also to empower them. However, the adoption of the
government for the tools still has certain barriers which include security, infrastructure, privacy,
miscommunication, and many others. All these elements reflect that the author has considered
both the opinion of the positive and negative side of the use of Facebook. The study shows how
factors will affect government on continuous use of SN platforms.
Seman, S. A. A. (2014). Organizational member use of social networking sites and work
productivity. International Journal of Innovation, Management and Technology, 5(1),
30-34.
Seman, S. A. A. (2014) presented the research with the motive to understand the link
between the social networking sites for community and the productivity within the company.
This has been found that most of the employees make use of social media at office hours on
which research has been conducted. The concern theme made the author survey gathering the
details which were analysed with the use of SPSS 20 software. It has been witnessed that more
than 250 questionnaires were distributed to offer support to the staff and also to maintain the
response rate of 88%. The findings of the research show that the use of social networking by the
employees for communication diverts them from their work which affects the productivity

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negatively. However, Facebook use at the workplace helps some other employees to reduce the
stress and improve skills which improve productivity.
Tudu, P. N., & Pathak, P. (2015). Social network sites: Can they enhance employee
productivity in an organization?. The International Journal of Management Science
and Information Technology (IJMSIT), (17), 23-35.
In the research, the author presented the views on the use of social networking sites for
communication in the organisation which helps in improving the relationship between employees
and company. The presence of social media sites has allowed making the employees updated
with the changes in the organisation. Within the business, there are people with different culture
but this tool provides proper communication among everyone. The research has been conducted
including the tool of Facebook which shows that to embrace the social media the major
challenge that has been witnessed is related to the productivity of employees which can be
positive or negative depending on the use.
Westerfield, B., & Cain, J. (2019). Why and how community pharmacies should better use
Facebook. Journal of the American Pharmacists
Association. doi:10.1016/j.japh.2018.12.007
Westerfield, B., & Cain, J. (2019) presented the research to describe how the
independent, as well as the communities pharmacies, can better make use of the Facebook with
the motive to advertise all their business and to optimize the improved health care
communication with their patients. The research conducted by the authors is to understand the
communication through Facebook which leads to opportunities for the communities to connect
with companies in pharmacy so that they can improve the public health. The communication

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strategies that should be followed by the pharmacies for the better base of customers is to post
content, posting frequency and many others so that they can enhance the reach for the better
connect with the customers as well as patients.
Conclusion
At the end of the annotated bibliography, this can be concluded that companies find that use of
social media is positive for the employees as it allows them to communicate and remain updated.
However, the use of social media is also a negative or in-effective tool as it hampers the
productivity of employees.

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References
Adzovie, D. E., Nyieku, I. E., & Keku, J. A. (2017). Influence of Facebook usage on
employee productivity: A case of university of cape coast staff. African journal of
business management, 11(6), 110-116.
Bitiktas, F., & Tuna, O. (2020). Social media usage in container shipping companies:
Analysis of Facebook messages. Research in Transportation Business & Management,
100454.
Cabiddu, F., Dessì, C., & Floris, M. (2020). Social Media Communication Strategies in
Fashion Industry. In Exploring Digital Ecosystems (pp. 393-405). Springer, Cham.
Escobar-Rodríguez, T., & Bonsón-Fernández, R. (2017). Facebook practices for business
communication among fashion retailers. Journal of Fashion Marketing and
Management: An International Journal, 21(1), 33–50. doi:10.1108/jfmm-11-2015-
0087
Ladhari, R., Rioux, M. C., Souiden, N., & Chiadmi, N. E. (2019). Consumers’ motives for
visiting a food retailer's Facebook page. Journal of Retailing and Consumer
Services, 50, 379-385.
Lalicic, L., Huertas, A., Moreno, A., & Jabreel, M. (2019). Emotional brand
communication on Facebook and Twitter: Are DMOs successful?. Journal of
Destination Marketing & Management, 100350.

Business communication 10
Sawalha, S., Al-Jamal, M., & Abu-Shanab, E. (2019). The influence of utilising Facebook
on e-government adoption. Electronic Government, an International Journal, 15(1),
1-20.
Seman, S. A. A. (2014). Organizational member use of social networking sites and work
productivity. International Journal of Innovation, Management and Technology, 5(1),
30-34.
Tudu, P. N., & Pathak, P. (2015). Social network sites: Can they enhance employee
productivity in an organization?. The International Journal of Management Science
and Information Technology (IJMSIT), (17), 23-35.
Westerfield, B., & Cain, J. (2019). Why and how community pharmacies should better use
Facebook. Journal of the American Pharmacists
Association. doi:10.1016/j.japh.2018.12.007