Exploring Social Media and Marketing Strategies

The assignment content is a collection of academic articles and books that provide insights into research methodology, specifically in the context of social media marketing. The papers cover topics such as viral marketing, customer equity, single subject research, post-qualitative research, participatory action research, and neuroIS research methodology. The texts also touch on the importance of considering the value and limitations of different methodologies when conducting research.

RESEARCH PROJECT

TABLE OF CONTENTS
SECTION 1: INTRODUCTION.....................................................................................................3
Background of the study.........................................................................................................3
Aims of the research...............................................................................................................3
Overview of the study............................................................................................................3
Rationale of the study.............................................................................................................4
Research objectives................................................................................................................4
Research questions.................................................................................................................4
SECTION 2: LITERATURE REVIEW .........................................................................................5
Role of social-media platforms in marketing ........................................................................5
Impact of Facebook on marketing activities..........................................................................6
Change in use of social-media marketing .............................................................................8
SECTION 3:RESEARCH METHODOLOGY ...............................................................................9
SECTION 4: DISCUSSION AND EVALUATION ....................................................................13
SECTION 5: CONCLUSION AND RECOMMENDATIONS ...................................................16
REFERENCES ............................................................................................................................18

SECTION 1: INTRODUCTION
Title of the research: “How Facebook can be beneficial for business: welcome to the new era of
branding”.
Background of the study
There lies Social media platforms like Facebook, Twitter, Linkedin and Pinterest
showcase a big opportunity for business firms to turn the eyeballs of customers along with
developing a brand image. There are several tact which are employed by business enterprises for
doing this which includes creating brand profiles on social media websites like Facebook fan
pages and creative advertising through branded podcasts and apps. These websites give a perfect
chance to enjoy the benefit of word of mouth and to witness it spreading (De Vries Gensler,and
Leeflang, 2012). The social media platforms are progressing with a speedy rate in developing
nations. People are connecting on a global scale and casually take part in each other life by
observing them online. Because social media has progressed in functionality and reach from past
years, it has altered the manner in which brand interacts with their patrons be it current or
prospective ones.
Aims of the research
The aim for this investigation on “How Facebook can be beneficial for business:
welcome to the new era of branding” is to collect gain understanding and knowledge about the
title. Business organisation are taking use of social media platforms such as Facebook because it
has proved to be a effectual and efficient means to promote the products and services (Kim and
Ko, 2012). There are continuous changes occurring in the business environment because of
several reasons and to develop the understanding of these changes, this research study has been
carried out.
Overview of the study
There lies no confusion that business world is changing in a drastic manner by using
more modern technologies available. One of the significant differences has emerged in the field
of communication. It has become essential for the businesses to stay in connection with the
consumers with the use of whatever mediums they take use. Although, social media was not
originally developed for businesses, but nobody can refuse that large number of people take use
of these platforms for the purpose of marketing and communication. However, promotion and
advertising through the use of social media websites is a choice of business firms (Erdoğmuş and

Cicek, 2012). A new business environment is rising because several employees are having the
capability and interest to take use of these tools for interacting with their peers, managers and
patrons along with achieving their tasks and activities in a different style rather than following
traditional means.
Rationale of the study
The present research study is implemented on the title of “How Facebook can prove
beneficiary for business organisations: welcome to the new age of branding” for acquiring
understanding and knowledge of the rapidly changing business environment and it related
features. Due to changes in the business environment, business organisation has changed the
tools and techniques for marketing of their offerings. The rational motive for choosing this
program for this title is to evaluate the changes and to build an understanding of the rapidly
changing business environment and also because of curiosity in this field (Berthon, Pitt and et.
al., 2012). The growing use of social media for the purpose of marketing of goods and services
and to communicate with patrons has led to quick changes in the business environment. Under
the present study discussion will be done with regard to how Facebook is helpful for businesses
and proved to be fruitful for them.
Research objectives
 To identify the role of social media platforms in marketing of products and services.
 To evaluate the impacts of adopting Facebook for marketing activities in businesses.
 To identify the change in use of social-media marketing by business organisations.
 To advise some efficacious methods for using social media websites for the purpose of
branding.
Research questions
 What role does social media platform play in marketing of products and services?
 What impact does application of Facebook makes on the marketing activities within
business organisations?
 What are the changes in adoption of social-media marketing by businesses firms?

SECTION 2: LITERATURE REVIEW
Role of social-media platforms in marketing
According to the view of Saravanakumar and SuganthaLakshmi, (2012) marketing is
about selling the good and services to consumers. It is all about fulfilling the wants and desires of
patrons. It is a means of communicating betwixt firms and their target customers. Social-media
are the set of online communication channels which allow people or firms to make, exchange
and share information with people and develop relationships and communities online. Social-
media are the low cost tool which are taken in use for combining technology and social
communication with taking use of words. These tools are are typically based on internet or
mobile. These platforms provide a voice to the marketers and a medium to interact with
colleagues, patrons and prospective consumers. They personalise the brands and are helpful to
spread message in an easy and conversational style. In the present business environment, it has
become a necessity for the organisations to create and develop their own websites. Along with
this, they are required to expand their online outreach to social-media websites. Social
networking sites like Twitter and Facebook are important to maintain a competitive edge. Those
firms which are not having active social-media accounts have a risk of missing several marketing
opportunities. Firms are now integrating social-media with their marketing activities to gain
maximum benefits. Firms are very much aware about the role of social-media in marketing
activities. Kumar and Mirchandani, (2012) asserted that one of the main role of social-media in
business is that is facilitated them to communicate with their consumers. By considering the
tweets and Facebook Updated which are posted by patrons provides a ground to see what they
want and prefer. These platforms are useful to help a firm in formulating marketing strategies
which meets the wants and needs of customers. Including this, the social-media networks
simplifies the procedures of giving and taking feedbacks and reviews. If the patrons are having
any issue with the offerings made by firms, they are able to let them know within time. They are
a convenient and accessible means to express their feelings and provide the organisation a
chance to give response to it. With the help of these websites, business organisation are capable
of viewing complaints and queries and make sure that their issues are addressed in an effectual
manner.
If the rivalries are already taking use of social-media accounts for the purpose of
marketing their products and services and engaging their target customers, organisations are

require to assure that they are also updating their digital marketing which are executed. The
social-media platforms like LinkedIn and Twitter are generating curiosity and interest in the
followers who are responding them more as compared to traditional marketing approaches.
Firms are taking use of social-media in a creative style for advertising their products and
services. The social networking sited creates a social environment for firms and their patrons in a
efficient manner. They enable organisation to gain essential feedbacks regarding their business.
Social-media sites gives an aim of making it simple for the patrons to find and share information
regarding various brands, goods and services.
Impact of Facebook on marketing activities
Utility of Facebook has increased due to the change in the ways of doing business. It is
one of the most preferred social-media platform by organisation and there are about 500 million
users all around the globe. Kwok and Yu, (2013) stated that the intention behind designing this
social-media website was to give a medium to people to distribute information and make an
wide-open environment. It has become an impelling and efficient tool of marketing. In recent

times, Facebook introduce some long awaited reactions which are comprising of new reactions
additional to the original “Like” These consists of Wow, HaHa, Sad, Angry and Love. The users
of Facebook have reacted to this in a very positive manner and have started to use them for
expressing their in-depth emotions about the posts. It is not just the users are admiring these new
reactions, marketer are also excited and enthusiastic about it. The analysis of social sentiments
has become a modern day trend from the past few times. There are many measures which are
developed for measuring the particular emotional state of Facebook posts. Particularly, analysis
of social sentiments are developed for those organisation who desire to know and understand the
emotions of their customers. The new reactions of Facebook have made this analysis even more
simple and easy than before. But these new reactions are posing a challenge for the companies
also. Lake, (2016) argued that they are facing a challenge of how to use the new reactions in a
creative manner. Firms are already responding with messages such as “ Show your “love” for our
product”. The challenging feature in these reactions is that organisation have to think more than
before regarding what kind of reactions their content will raise. On the contrary, it was simple to
easily catch somebody's attention. Now the organisations feel a pressure for this. An another
interesting feature of Facebook is Facebook Live which is increasing involvement on it live
streams about 400 percent in the past three months. The focus on live video shows the significant
changes in this platform in the recent years. Th organisations are struggling to know how to
grasp this format. From the past few years, agency and client teams have made adjustments for
newsroom style social content, making and approving content in on the similar day but this new
feature of Facebook is too fresh and impressive. In the present context, brands are taking active
participation via influential alliance or event coverage with certain experiment in day-to-day
scheduled shows. There is a significant rise in real time involvement through live video but there
are certain challenges also. There lies a challenge of control and trust regarding this format.

Change in use of social-media marketing
Change is a universal fact of life in today's business environment and the capability to
adapt it has become one of the most important skills of management. It is specifically true in
marketing, where each day preferences and wants of customers changes. Change in marketing is
current as people spend more time on their mobile phones, tablets and laptops. In accordance
with the view of Nicholls, (2012) the challenge for brands is to link with patrons by using these
device in real and time and design campaigns which works across social-media, display
advertising and e-commerce. The real time interaction brands have people with them because
they communicate with web sites and mobile applications which has changed the aspects of
marketing. The contemporary marketing department are required to combine the creative face of
marketing by taking use of strong narratives to grasp wishes and desires of people with the
technical face of data, digital engineering and analytics. The areas of marketing which have
changes are speed, relevance and reach of marketing campaigns. In the past times, marketing
used to be a mere unilateral discipline. The corporate executive use to target patrons via
television, print media and direct emailing. Nevertheless, the use of internet and Web 2.0 have
efficaciously demolished the brand of top down marketing in approval of a consumer oriented
marketplace which joins patrons interacting with one another. Papasolomou and Melanthiou,

(2012) said that the modern day customers are very much interactive as compared to older times.
They like, friend and rank their best-loved products online along with writing blogs for those
products which fails to impress or satisfy them. This has resulted in creating whole social
marketing division by most of the business organisations having an objective of reaching patrons
online and via traditional mediums as well. Only making a social networking existence is rarely
sufficient, withal, firms which does not understands present dynamics of internet will have to
only face harm to their business and nothing else. This is due to the fact that the landscape is
very much complex than it appears in the initial stage. The social-media changed from a pure
personalised networking platform to that one in which patrons are wooed and promotion of
products was slow but intense. Kim and Ko, (2012) stated that social-media websites such as
Facebook, Twitter started as only tools for bringing people together. The tones used by people
were personal, casual and in several manners was made to mimic the routine life. Then business
organisation started to create their profile and pages. Advertisement campaigns are done by
taking use of social-media networks and manufacturing firms have began to encourage
discussion and interactions with their patrons and clients. Discounts, exclusive offers,
promotions are now given to people who have signed for updates, or liked some products or
retweeted positive corporate messages.
SECTION 3:RESEARCH METHODOLOGY
Research methodology is one of the key research instrument in any investigation because
is it consisting of numerous tools and techniques that are taken in usage for completing the
research study. This is comprising of distinct techniques and tools like research design, data
collection methods, techniques of analysing the data, limitation in a research and ethical
concerns. Withal, is is seen as one of the important section in a research that is useful to
overcome the research problems which is identified and attain valid outcomes to complete it
(Cozby and Bates, 2015). It is also comprising of various methods of research that are effectual
and so they are useful for the scholar in conducting a deep research on How Facebook can be
beneficial for business: welcome to the new era of branding. The below stated tools and
techniques are taken in use by the researcher for carrying out the present study:
 Research philosophy: This technique is seen as what does the research believes in terms
of the manner in which data will be assembled, analysed and examined. This research
technique is also helpful for the investigator in analysing the sources which has helped in

development of knowledge and nature of the investigation. Under the present research
study, a deep investigation has been carried out to analyse the benefits of Facebook for
business organisations. Thus, two research philosophies are involving here (Geerts,
2011). One is positivism philosophy which has a purpose of conducting the research by
concentrating on the research objectives. It is also useful to focus on discovering untrue
facts from the specific research topic. The positivism research is conducted in a structural
manner that is helpful to combine logical adjustment during conducting the experiential
observations. Nevertheless, this type of philosophy assists the scholar to attain only
necessary information and data which is gathered through observations. The other
research philosophy is Interpretivism philosophy which concentrates on the subjective
aspect of the research and is consisting of varied theories and models. Furthermore, it
also engages human beings in the investigation as it is important to depend on how the
scholar interprets the data gained from the specific study (Lather and St. Pierre, 2013).
Under the recent study, positivism philosophy is preferred by the investigator for
achieving desirable aims and objectives of research.
 Research design: Research design are helpful for gaining factual information for the
chosen research title. There are three distinct forms of research design. One is descriptive
research design which is a theoretical analysis and so it is helpful for the researcher to
conduct the research with a theoretical base. It is also supportive in defining features of
population that is a part of the study and so it is useful for those subjects under which
description can be provided and accomplished final results. Another design by which
various questions are explored by the researchers and accordingly the conclusions are
found is the exploratory research design (Mackenzie and et. al., 2012). This design helps
the researcher to identify the problems of the research and make an understanding of it in
order to find the solutions to overcome these problems. Another type of design which
aids to gain information is experimental research design. The different natures of the
researchers and the various findings of the research tends to influence and amend the
experimental research design. In this design a proper and effective monitoring of the
variables drawn within the research is maintained. Monitoring is done by allotting equal
circumstances to the respondents by the scholars (Pierre, 2012). Thus, in order to achieve
this the researcher tends to give thought to the variables. Thinking about variables is

important so that the design so chosen aids in reaching the solutions to the questions of
the research. Usually such design is used by the scholars in order to obtain the best
knowledge of the subject matter and reach conclusion by proper investigation. In the
present dissertation, the design chosen is the descriptive research design as it aids in
obtaining pivotal factual data as well as in description of current phenomenon. Emphasis
of researcher will be on implementing descriptive research design which will help them
in structuring the questions and assess the knowledge (Riedl Davis and Hevner, 2014).
 Research approaches: Research approach are called the most appropriate tools which
takes the research in general or particular manner. It is the most suitable method from
which present theory and principles can be evaluated with respect to enhance the
understanding and knowledge. There lies two kind of research approaches which are
named as Inductive and Deductive research approaches. Deductive research approach
holds an important role in examining present theories that has relevance with the topic of
study (Bryman and Bell, 2015). These approaches are useful for building an interlink
with the developed hypothesis with regards to the title of study and examine distinct
theories and models to develop a proper research strategy. Furthermore, the other
research approach is inductive approach which is seen as the best method from which
new theories are developed taking the base of available information. In this type of
approach hypothesis is not formed and the scholar is independent to modify or alter
direction of investigation after the procedure of study is started. The key objective of this
approach is to attain substantive outcomes by taking support form varied information
sources (Creswell, 2013). Under the recent study inductive research approach is taken in
use as it is useful in building theories on the basis of outcomes gained by doing data
analysis.
 Research strategy: It is crucial for any research study to have a proper strategy or tools
with respect to gain expected objectives. There are two varied research strategies which
are taken in use by the researcher. They are known as qualitative and quantitative
strategies. The qualitative research strategy concentrates on distinct theories and models
with respect to understanding the subject of study in an effectual and efficient manner
(John Kuada 2012). Also it is said to be the most suitable strategy for identifying the
subjective idea of the title of study. Then the other research strategy is quantitative which

helps in carrying out the study and analysing the investigation with the usage of varied
mathematical and statistical approaches. It is an efficacious technique which is useful for
analysing the gathered data in an impelling manner. In the current research study, the
investigator has given penchant to qualitative research strategy that is helping for
undertaking various theories and models which gives assistance for easy understanding of
the study and achieve expected outcomes (Kratochwill, 2013).
 Data collection methods: This is one of the crucial steps in respect to know and
understand the issue of investigation effectively. There lies two distinct kind of methods
to gather information. One is primary sources and other is secondary sources. Primary
data collection is helping to collect fresh and new data that is not gathered by any one
else (Pierre, 2012). Then the other method is secondary sources which is useful for
collecting data that is already taken in use by someone else. In the current investigation,
secondary sources are applied to conduct the study.
 Ethical concerns: Ethical considerations are the effective approaches that are helpful for
the researcher in identifying the variation betwixt right and wrong. In any research study,
it is a necessity on the part of the researcher to take into consideration the ethical issues
while conducting the study. One of the important ethical issue involved in the research is
regarding the secondary data which is used in the present research (Dumay and Cai,
2015). The major problems in use of secondary sources is the issue of plagiarism. The
researcher should use his own words in the investigation and try to avoid copying the
information as much as possible.
 Validity and reliability: Reliability is the manner in which evaluation is performed in a
reliable style and so it is useful for the researcher to do the study for attainment of
expected results. In the current investigation, the researcher has make sure that the
sources of information and data are reliable and valid. Along with it the scholar has
ensure the reliability and validity of data analysis tools also (Isaacs, 2014). Including this,
secondary sources of data are useful for the investigator to take into account some
reliable sources of information like articles, books and journal etc. the researcher has
ensured that the study conducted is valid and reliable and so it is helpful for the
producing positive results.

 Research constraints: There lies numerous restrictions which has to be identified by the
investigator during the study is conducted. So, it results in minimising the scope of
investigation and influences the outcomes attained in the research. One of the limitation
in research is regarding making the aim and objectives of study. It is evaluated that
researcher faces some difficulties to formulate aims and objectives. Withal, the scholar
tries to be focused on the research problems which is identified. Moreover, it may affects
the effectualness of study (Jensen, 2013). An another constraint is selection of data
collection techniques which further makes impact on the selection of suitable research
methodology. Nevertheless, if the investigator selects wrong techniques of research then
it will influence the outcomes of the study. One more limitation is regarding the
implementation of methods of data collection. The scholar is unable to choose and
execute the data collection methods as he has lack of experience in specific field on
which the study in based upon. One more restraint is the time limitation. The investigator
faces problem of limited time for conducting an in-depth study and gather responses from
individual in set time period. However, these type of issues can be addressed by giving
some extra efforts with respect to finish the framed deadline (Kitchin and Tate, 2013).
Including this, scholar also face limitation in availability of adequate funds. It is a
necessity for the researcher to have sufficient amount of monetary resources. Apart from
this, one more limitation is slow responses by the respondents. Many time because of
insufficient time, respondent give very slow responses because they do receive much
time to give their responses properly. Thus, the investigator takes use of effectual
methods for increasing more number of voluntary participation so it inspires respondents
to provide true and factual information while filling the questionnaire prepared by the
scholar (Novikov and Novikov, 2013).
SECTION 4: DISCUSSION AND EVALUATION
From the above research study it has been observed that social-media networks are
becoming a significant chance for the businesses to grab the attention of patrons and make them
purchase the products and services. The world of business is changing drastically with use of
modern technological advancements and up-gradations. With the recent investigation it has been
analyzed that it is important for the business organizations of today to have a close connection
with their customers by using various channels of communication. With the introduction of

social-media and its increasing popularity firms headed towards this medium for interacting with
their customers and get their opinions and viewpoints. They takes use of their responses and
reactions for making further strategies and policies with respect to branding and marketing
(Kaplan and Haenlein, 2012). The social-media tools are also cost effective and thus preferred by
most of the companies. They are useful for organizations as they personalize the brands and
spreads the messages very comfortably. If looked at the current business environment it is very
essential for the organizations to makes and design their own websites so that they do not lack
behind in the long run and competition. The researcher has found while carrying out the study
that the companies which are not having their own social-media websites always face a risk of
lacking numerous marketing opportunities which could prove to be game changer in their
business. In the present business era, firms are aligning social-media websites with their
marketing strategies, advertising, branding strategies and promotional activities. The tweets,
likes, reactions are a basis for needs and desires of the customers which are very useful for the
organization to frame their policies and strategies in accordance with it. Along with this, it has
been evaluated that the social-media platforms are simplifying the process of receiving and
providing feedback and reviews (Andzulis Panagopoulos and Rapp, 2012). The customers can
quickly give their reaction on the Facebook fan page after purchasing the product or services of a
company. This instant responses are very beneficial for the organizations to frame their strategies
and promotions of that particular product. Along with this, the research also concentrates on the
influence of Facebook on marketing activities of firms. It has been assessed that the utilization
of Facebook has significantly grown because of the changes in the methods of business. The
most popular social-media platform which is used by almost every firm is Facebook. Originally
it was designed for providing a communication medium to people for sharing information and
create a open environment. But gradually it became an effectual and efficient marketing tool.
Along with this, it has been analyzed that organizations are keen to know and understand the
sentiments of their patrons. Facebook has provided them this facility through introducing new
reactions in the existing “Like”. These new reactions are useful for the organizations to know the
feelings and emotions of the consumers (Tsimonis and Dimitriadis, 2014). They are making the
social sentiment analysis more simpler and easier. However, it is evaluated that these new
reactions introduced by Facebook also poses certain challenges for businesses. The challenge is
that how to take use of these reactions with some creativity in it. The challenging aspect is that

companies have to give more thoughts as compared to earlier times before evaluating what type
of responses and reactions will their content will produce. The new feature of Facebook called
Facebook live is also grabbing the eyeballs of marketers. They are thinking to make it an
effective promotional tool for their products and services. This tool is more useful for the firms
as they can connect with their patrons by being live with this feature. This interesting feature
enables the customers give their honest reactions as they can see the representatives of the
companies. Besides this, it is evaluated in the current study that there have been significant
changes in the utilization of social-media marketing. This is because preference, tastes, desires
and wants of customers changes every single day (Thackeray Neiger and Keller, 2012). They
want more and more interesting and attractive products which satisfied their needs and wishes.
They changes their preference whenever a new product or services is launched. They want the
company from which they are purchasing products and services should also bring those
additional features. Otherwise they try to switch from one brand to another brand as the other
brand is giving them more contentment and happiness as compared to the earlier brand. This
creates a challenge for the companies who do not want to loose their loyal customers. This arises
the need of making changes in the use of social-media marketing. The new and updated versions
of these networking sites are a pre-requisite for the firms who do not want to loos their
competitive edge (Gensler Völckner and et. al., 2013). From the present study, it has been
evaluated that there have been significant changes in the areas of marketing such as speed,
relevance and reach. Earlier, marketing was only a unilateral discipline. The traditional means of
marketing like television, emails and print media were used by firms to catch the attention of
customers. These traditional means are not so much powerful if looked at the current business
environment. Introduction of internet and Web 2.0 has changed the entire field of marketing and
branding. Now the marketing is consumers oriented. The customer like those products only
which are exactly according to their needs and taste. They do not prefer products which does not
makes them happy and contented. Also, they take reactions and viewpoints of other customers
who prefer a same brand. By knowing their opinions they make their decisions whether to buy
the product or not. With the use of social-media it has become very easy for them to do it (Bruhn
Schoenmueller and Schäfer, 2012). Under the recent research study, it has been assessed that in
the present business environment firms are increasingly preferring to create a separate social-
media marketing department with an aim of reaching customers online. This is because people

use almost 24 hours their smartphones, laptops and tablets and make their presence in the world
of internet. Firms have thus realized that now customers do not like much to visit stores outlets
personally. They just want to have their products with a single click. Thus, for managing this
companies are creating a separate social-media marketing division. Nowadays, business
organizations are are creating their profile and pages. Advertisement are done with the usage of
social-media sites. Manufacturers are encouraging discussion and conversations with their
suppliers, clients and customers. Thus, from the above discussion with respect to present
investigation, it is evaluated that social-media sites are an important part of marketing and
branding for organizations to survive and sustain in the highly competitive market (Chaffey,
2016). Without using social-media platforms it is not possible for firms to gain profitability and
attain organizational goals and objectives.
SECTION 5: CONCLUSION AND RECOMMENDATIONS
With the present research conducted by the researcher in an effective style, it is
concluded that the use of social-media for the purpose of marketing and branding the products
and services has become a per-requisite for most of the organizations. In earlier times, social-
media networks were just used for the purpose of interacting and communicating. But gradually
the business organization tried to take use of social-media sites more and more for the intention
of marketing, advertising, promotions and branding their offerings. From the above carried out
study, it has been observed that firms are using social-media site Facebook to know the reactions
and responses people regarding their products and services. They are not using it just to interact
with them but to receive feedback and reviews from them so that they are able to make their
promotional and marketing strategies according to that. In the present business environment,
firms are eager to know the desires and wants of their patrons. They do not want to produce
products which are not according to their wishes. They prefer to manufacture goods and service
which makes the customers happy and satisfied. With the changing business environment,
business organizations are also trying to go for newer ways of marketing so that they are able to
cope up with the changes . From the above study, it is concluded that firms are facing some
challenges in use of social-media networking which can hinder their growth and success. Thus,
here are some effective methods recommended for using social media websites for the purpose
of branding:

 Add related Hashtags: For making the posts automatically identifiable to the patrons and
follower, firms are advised to take use of hashtags which is linked with the brand or
product on a consistent base. Meet the requests of followers: Today consumers depend on social-media for purchasing
products. The business organizations should make a close contact on their Facebook fan
pages and Twitter notifications so that they are able to keep their response time minimal. Visual branding: Visuals have an vital role in social-media branding. The firms are
suggested to be consistent with all the channels. This will prove fruitful for the customers
to quickly recognize the organization regardless of which site or application they are
taking use. Consistency with topics: Social-media websites such as Twitter, Google+, Facebook have
a very great curating content across the web. Curating is a good method for helping to
make authority in the industry and also it give a regular flow of social-media posts which
are not promoted self. Organizations are recommended to chose few topics which are
closely associated with their respective industries in which they are operating.
 Questions of Facebook: Asking questions are good starters for communication and they
provide basis for research in market. Businesses are advised to tie a post or image with a
question regarding any event, current topic with a hashtag or products of company. This
will be very helpful to increase involvement of customers.

REFERENCES
Books and Journals
Andzulis, J.M., Panagopoulos, N.G. and Rapp, A., 2012. A review of social media and
implications for the sales process. Journal of Personal Selling & Sales Management,
32(3), pp.305-316.
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social
media, and creative consumers: Implications for international marketing strategy.
Business horizons, 55(3), pp.261-271.
Bruhn, M., Schoenmueller, V. and Schäfer, D.B., 2012. Are social media replacing traditional
media in terms of brand equity creation?. Management Research Review, 35(9),
pp.770-790.
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Chaffey, D., 2016. Global social media research summary 2016. Smart Insights: Social Media
Marketing.
Cozby, P.C. and Bates, S., 2015. Methods in behavioral research. McGraw-Hill.
Creswell, J.W., 2013. Research design: Qualitative, quantitative, and mixed methods
approaches. Sage publications.
De Vries, L., Gensler, S. and Leeflang, P.S., 2012. Popularity of brand posts on brand fan pages:
An investigation of the effects of social media marketing. Journal of Interactive
Marketing, 26(2), pp.83-91.
Dumay, J. and Cai, L., 2015. Using content analysis as a research methodology for investigating
intellectual capital disclosure: a critique. Journal of Intellectual Capital, 16(1), pp.121-
155.Gioia, D.A., Corley, K.G. and Hamilton, A.L., 2013. Seeking qualitative rigor in
inductive research: Notes on the Gioia methodology. Organizational Research
Methods, 16(1), pp.15-31.
Erdoğmuş, İ.E. and Cicek, M., 2012. The impact of social media marketing on brand loyalty.
Procedia-Social and Behavioral Sciences, 58, pp.1353-1360.

Geerts, G.L., 2011. A design science research methodology and its application to accounting
information systems research. International Journal of Accounting Information
Systems, 12(2), pp.142-151.
Gensler, S., Völckner, F., Liu-Thompkins, Y. and Wiertz, C., 2013. Managing brands in the
social media environment. Journal of Interactive Marketing, 27(4), pp.242-256.
Isaacs, A., 2014. An overview of qualitative research methodology for public health researchers.
International Journal of Medicine and Public Health, 4(4), pp.318-318.
Jensen, K.B. ed., 2013. A handbook of media and communication research: Qualitative and
quantitative methodologies. Routledge.
John Kuada, 2012. Research methodology: A project guide for university students.
Samfundslitteratur.
Kaplan, A.M. and Haenlein, M., 2012. The Britney Spears universe: Social media and viral
marketing at its best. Business Horizons, 55(1), pp.27-31.
Kim, A.J. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business Research, 65(10),
pp.1480-1486.
Kitchin, R. and Tate, N., 2013. Conducting research in human geography: theory, methodology
and practice. Routledge.
Kratochwill, T.R. ed., 2013. Single subject research: Strategies for evaluating change.
Academic Press.
Kumar, V. and Mirchandani, R., 2012. Increasing the ROI of social media marketing. MIT
Sloan Management Review, 54(1), p.55.
Kwok, L. and Yu, B., 2013. Spreading social media messages on Facebook: An analysis of
restaurant business-to-consumer communications. Cornell Hospitality Quarterly, 54(1),
pp.84-94.
Lather, P. and St. Pierre, E.A., 2013. Post-qualitative research. International Journal of
Qualitative Studies in Education, 26(6), pp.629-633.
Mackenzie and et. al., 2012. The value and limitations of Participatory Action Research
methodology. Journal of Hydrology, 474, pp.11-21.
Nicholls, J., 2012. Everyday, everywhere: alcohol marketing and social media—current trends.
Alcohol and Alcoholism, 47(4), pp.486-493.

Novikov, A.M. and Novikov, D.A., 2013. Research methodology: From philosophy of science
to research design (Vol. 2). CRC Press.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management, 18(3), pp.319-328.
Pierre, E.A.S., 2012. Post qualitative research. Collecting and interpreting qualitative materials,
p.447.
Pierre, E.A.S., 2012. Post qualitative research. Collecting and interpreting qualitative materials,
p.447.
Riedl, R., Davis, F.D. and Hevner, A.R., 2014. Towards a NeuroIS research methodology:
intensifying the discussion on methods, tools, and measurement. Journal of the
Association for Information Systems, 15(10), p.I.
Saravanakumar, M. and SuganthaLakshmi, T., 2012. Social media marketing. Life Science
Journal, 9(4), pp.4444-4451.
Thackeray, R., Neiger, B.L. and Keller, H., 2012. Integrating social media and social marketing
a four-step process. Health promotion practice, 13(2), pp.165-168.
Tsimonis, G. and Dimitriadis, S., 2014. Brand strategies in social media. Marketing Intelligence
& Planning, 32(3), pp.328-344.
Online
Lake, L., 2016 Facebook Reactions and Their Impact on Marketing [online.] Available
through:<https://www.thebalance.com/facebook-reactions-and-their-impact-on-
marketing-3960247>. [accessed on 7 April 2017]