Impact of Social Media in Marketing

Impact of Social Media in Marketing
Name of the Student
Name of the University

Table of Contents
1. Introduction..................................................................................................................................3
1.1 Rationale................................................................................................................................3
1.2 Problem Statement.................................................................................................................3
1.3 Aims. Objectives and research questions..............................................................................4
2. Literature Review........................................................................................................................5
2.1 Concept of social media.........................................................................................................5
2.2 Issues with traditional marketing...........................................................................................5
2.3 Impact of social media in marketing.....................................................................................6
3. Research Methodology................................................................................................................8
Research approach.......................................................................................................................8
Research Design..........................................................................................................................9
Data Collection strategy............................................................................................................10
Sampling Technique..................................................................................................................11
Data analysis..............................................................................................................................11
Ethical considerations................................................................................................................12
References......................................................................................................................................14
Appendix 1: Poster........................................................................................................................18

1. Introduction
1.1 Rationale
As stated by Ahmad, Musa and Harun (2016), social media is an internet and cellular
based applications for sharing information among people. It include communication and
connection among people. It involve several internet based platform including Facebook,
Twitter, Instagram and Linked In for communicating and connecting with large number of
people globally. In recent years, social media has emerged as a marketing tool for business
organization. Social media has been helping in providing various opportunities to companies in
the market. The use of this technology has helped business organizations to grow over the
internet. The digital age has been experiencing drastic changes in the marketing systems of
companies. Business organization have been changing their marketing strategies from traditional
to social media marketing strategies. Digital marketing has been flourishing in the market with
replacing traditional marketing strategies.
Traditional marketing tools include newspapers, TV and magazines as media choice.
However, this type of print and visual media has been slow and costly (Bhardwaj and Bharadwaj
2017). The reach of traditional marketing tolls have been very low. Companies used to invest a
lot on advertising and marketing for reaching to maximum number of people in the market. This
has been causing a huge financial loss to companies in market. However, with evolution of social
media networks, marketing has become much easier and efficient than that of traditional
marketing strategies (Salimi et al. 2019). This study will investigate about different aspects of
social media applications.

1.2 Problem Statement
The main issue faced by companies have been reaching to maximum number of
customers through marketing. Traditional marketing strategies have been efficient but do not
reach up to maximum number of people (Fernando and Fernando 2019). People have been
changing their way of entertainment and communication channel over years. However, with the
advent of the Internet, things have changed drastically. Digital age has transformed several
aspects of marketing by social media marketing. Traditional marketing has become expensive as
buying TV spots and newspaper articles have been costly for the companies. Therefore,
companies have been facing issues with investing more in marketing and advertising their
products in the market. Social media has evolved to be an efficient marketing tool for companies
in the market. Therefore, this research will focus on how social media can help in boosting
strategies in marketing. Several aspects of social media marketing will be discussed that might
help in efficient marketing.
1.3 Aims. Objectives and research questions
The main aim of this research is to identify impact of social media in marketing.
Objectives are mentioned below:
 To identify issues in traditional marketing strategies
 To critically investigate influence of social media in marketing
 To recommend strategies to improve efficiency of social media in marketing
Research questions are mentioned below:
 What issues are faced in traditional marketing strategies?
 What is influence of social media in marketing?