Social Media as an Effective Tool for Business Promotion in Singapore
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This research explores the role of social media as an effective tool for promoting businesses in Singapore. It discusses the benefits, challenges, and strategies for using social media in business promotion. The research aims to provide a comprehensive overview of the topic and offer recommendations for implementing social media promotional channels.
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Running head: SOCIAL MEDIA AS AN EFFECTIVE TOOL
Social Media as an Effective Tool for Promotion of Business in Singapore
Name of the University:
Name of the Student:
Authors Note:
Social Media as an Effective Tool for Promotion of Business in Singapore
Name of the University:
Name of the Student:
Authors Note:
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1SOCIAL MEDIA AS AN EFFECTIVE TOOL
Executive Summary
In the era of increasing social media platform existence such as Facebook, WhatsApp, Instagram
and Twitter, social media marketing has evolved as a vital part of the marketing strategy
employed by the companies. The relevance of the current research was to generatea fair along
with a comprehensive overview regarding the topic that the use of social media in the business
promotion in the consumer businesses within Singapore.
From analysing the research methodology section, it has been gathered that the research was
strictly accomplished through employing positivism philosophy as it is greatly centred on the
empirical nature of the collected data. The research has employed an investigative approach to
using primary and secondary data.
The independent variables include social media marketing strategies through Facebook, Twitter,
YouTube, Instagram, LinkedIn, and Twitter. The data analysis findings have facilitated in
explaining the relationship between the variable and the independent variables. From analysing
the correlations table it has been observed that increased brand awareness among target
consumers has indicated a positive relationship with the use of Facebook retargeting has
facilitated in creation of custom audiences and increased brand engagement.
Though employing the available social media marketing channels, the companies in Singapore
can facilitate content promotion related its offered products and services. In attaining a
competitive edge, these companies are also recommended to track its competitors in order to
attain insight on theory brand promotional strategies on the social media channels.
Executive Summary
In the era of increasing social media platform existence such as Facebook, WhatsApp, Instagram
and Twitter, social media marketing has evolved as a vital part of the marketing strategy
employed by the companies. The relevance of the current research was to generatea fair along
with a comprehensive overview regarding the topic that the use of social media in the business
promotion in the consumer businesses within Singapore.
From analysing the research methodology section, it has been gathered that the research was
strictly accomplished through employing positivism philosophy as it is greatly centred on the
empirical nature of the collected data. The research has employed an investigative approach to
using primary and secondary data.
The independent variables include social media marketing strategies through Facebook, Twitter,
YouTube, Instagram, LinkedIn, and Twitter. The data analysis findings have facilitated in
explaining the relationship between the variable and the independent variables. From analysing
the correlations table it has been observed that increased brand awareness among target
consumers has indicated a positive relationship with the use of Facebook retargeting has
facilitated in creation of custom audiences and increased brand engagement.
Though employing the available social media marketing channels, the companies in Singapore
can facilitate content promotion related its offered products and services. In attaining a
competitive edge, these companies are also recommended to track its competitors in order to
attain insight on theory brand promotional strategies on the social media channels.
2SOCIAL MEDIA AS AN EFFECTIVE TOOL
Acknowledgment
I would like to express the deepest appreciation to my committee chair Professor, who has the
attitude and the substance of a genius: he continually and convincingly conveyed a spirit of
adventure in regard to research and scholarship and an excitement in regard to teaching. Without
his guidance and persistent help, this dissertation would not have been possible.
Acknowledgment
I would like to express the deepest appreciation to my committee chair Professor, who has the
attitude and the substance of a genius: he continually and convincingly conveyed a spirit of
adventure in regard to research and scholarship and an excitement in regard to teaching. Without
his guidance and persistent help, this dissertation would not have been possible.
3SOCIAL MEDIA AS AN EFFECTIVE TOOL
Table of Contents
Chapter 1: Introduction....................................................................................................................5
1.1. Research Background.......................................................................................................5
1.2. Research Relevance..........................................................................................................6
1.3. Research Aim and Objectives...............................................................................................7
1.4. Research Hypotheses............................................................................................................8
Chapter 2: Literature Review...........................................................................................................9
2.1. Introduction...........................................................................................................................9
2.2. Concept of Business Promotion............................................................................................9
2.3. Concept of Social Media as a Business Promotion Tool....................................................15
2.4. Social Media Use as Business Promotion Tool in Singapore.............................................17
2.5. Research Gap......................................................................................................................19
2.6. Conceptual Framework.......................................................................................................20
2.7. Summary.............................................................................................................................22
Chapter 3: Research Methodology................................................................................................23
3.1. Introduction.........................................................................................................................23
3.2. Research Philosophy...........................................................................................................23
3.3. Research Approach.............................................................................................................24
3.4. Research Strategy...............................................................................................................24
Table of Contents
Chapter 1: Introduction....................................................................................................................5
1.1. Research Background.......................................................................................................5
1.2. Research Relevance..........................................................................................................6
1.3. Research Aim and Objectives...............................................................................................7
1.4. Research Hypotheses............................................................................................................8
Chapter 2: Literature Review...........................................................................................................9
2.1. Introduction...........................................................................................................................9
2.2. Concept of Business Promotion............................................................................................9
2.3. Concept of Social Media as a Business Promotion Tool....................................................15
2.4. Social Media Use as Business Promotion Tool in Singapore.............................................17
2.5. Research Gap......................................................................................................................19
2.6. Conceptual Framework.......................................................................................................20
2.7. Summary.............................................................................................................................22
Chapter 3: Research Methodology................................................................................................23
3.1. Introduction.........................................................................................................................23
3.2. Research Philosophy...........................................................................................................23
3.3. Research Approach.............................................................................................................24
3.4. Research Strategy...............................................................................................................24
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4SOCIAL MEDIA AS AN EFFECTIVE TOOL
3.5. Research Design.................................................................................................................25
3.6. Data Collection...................................................................................................................25
3.7. Data Analysis......................................................................................................................26
3.8. Sampling.............................................................................................................................26
3.9. Reliability and Validity.......................................................................................................27
3.10. Ethical Consideration........................................................................................................28
3.11. Summary...........................................................................................................................28
Chapter 4: Results and Discussion................................................................................................29
4.1. Findings and Results...........................................................................................................29
4.2. Discussion...........................................................................................................................39
Chapter 5: Conclusion, Recommendations and Limitations.........................................................46
5.1. Conclusion..........................................................................................................................46
5.2. Recommendations...............................................................................................................50
5.3. Limitations..........................................................................................................................53
References......................................................................................................................................54
Bibliography..................................................................................................................................61
Appendices....................................................................................................................................65
Interview Questionnaire for One Brand Promotion Manager...................................................65
Survey Questionnaire for 20 Employees...................................................................................65
3.5. Research Design.................................................................................................................25
3.6. Data Collection...................................................................................................................25
3.7. Data Analysis......................................................................................................................26
3.8. Sampling.............................................................................................................................26
3.9. Reliability and Validity.......................................................................................................27
3.10. Ethical Consideration........................................................................................................28
3.11. Summary...........................................................................................................................28
Chapter 4: Results and Discussion................................................................................................29
4.1. Findings and Results...........................................................................................................29
4.2. Discussion...........................................................................................................................39
Chapter 5: Conclusion, Recommendations and Limitations.........................................................46
5.1. Conclusion..........................................................................................................................46
5.2. Recommendations...............................................................................................................50
5.3. Limitations..........................................................................................................................53
References......................................................................................................................................54
Bibliography..................................................................................................................................61
Appendices....................................................................................................................................65
Interview Questionnaire for One Brand Promotion Manager...................................................65
Survey Questionnaire for 20 Employees...................................................................................65
5SOCIAL MEDIA AS AN EFFECTIVE TOOL
6SOCIAL MEDIA AS AN EFFECTIVE TOOL
Chapter 1: Introduction
1.1. Research Background
With the increasing modern age along with technological innovations, the application of
social media has increased in a proportionate manner. This implementation of social media
within the business organizations has been considered all through the world. Businessproducts
and servicespromotionby means of the social media platforms like Facebook and LinkedIn can
ensure increased participation along with the loyalty of the target consumers (Ainin et al. 2015).
It can also support the consumers in recognizing the myriads brands long with several policies of
the business enterprises. Within Singapore, the implementation of social media can facilitate in
developing innovative business models for the companies. The current researches have also
indicated that within Singapore, the suitable employment of the social media promotional tool
and facilitate in the promotion of the respective companies along with its brands. This is
indicated in case of the implementation of social media platforms by Starbucks within
Singapore(Andrews and Shimp 2017). The social media tool has facilitated Starbucks in
Singapore in attaining data regarding consumer management along with satisfaction. Moreover,
it has also been observed that the suitable implementation of social media as a promotional tool
for the businesses also relies on the existing political restrictions as well as ambiance.
Social media is turning out to be an increasingly vital process of business marketing along
with client-based development platform. The perception of the social media marketing has
changed rapidly to have flexible along with properly managed presence within each of the big
three (Facebook, Twitter and Google Plus) has turned out to be any business seeking to attain a
secured place within the digital and traditional marketplace (Asamoah 2019). It has been
Chapter 1: Introduction
1.1. Research Background
With the increasing modern age along with technological innovations, the application of
social media has increased in a proportionate manner. This implementation of social media
within the business organizations has been considered all through the world. Businessproducts
and servicespromotionby means of the social media platforms like Facebook and LinkedIn can
ensure increased participation along with the loyalty of the target consumers (Ainin et al. 2015).
It can also support the consumers in recognizing the myriads brands long with several policies of
the business enterprises. Within Singapore, the implementation of social media can facilitate in
developing innovative business models for the companies. The current researches have also
indicated that within Singapore, the suitable employment of the social media promotional tool
and facilitate in the promotion of the respective companies along with its brands. This is
indicated in case of the implementation of social media platforms by Starbucks within
Singapore(Andrews and Shimp 2017). The social media tool has facilitated Starbucks in
Singapore in attaining data regarding consumer management along with satisfaction. Moreover,
it has also been observed that the suitable implementation of social media as a promotional tool
for the businesses also relies on the existing political restrictions as well as ambiance.
Social media is turning out to be an increasingly vital process of business marketing along
with client-based development platform. The perception of the social media marketing has
changed rapidly to have flexible along with properly managed presence within each of the big
three (Facebook, Twitter and Google Plus) has turned out to be any business seeking to attain a
secured place within the digital and traditional marketplace (Asamoah 2019). It has been
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7SOCIAL MEDIA AS AN EFFECTIVE TOOL
analysed that 94% of the business with a marketing department employed social media as part of
their marketing platform. More than 60% of the marketers of Singapore are devoting the
equivalent of a full workday to social media marketing maintenance and development. It has also
been observed that the businesses have a dedicated social media platform as a part of their
marketing and business promotion strategy that reported an increase within their marketing
exposure (Bansal and Kumar 2016). Through offering the business brand with suitable social
media-based promotional tools, the companies can attain competitive advantages in attaining
increased profit along with connecting with new consumers in a better manner along with
serving them at a higher level. This also makes the digital marketing of the companies simpler.
For this reason, in promoting their brand the retailers and the marketers must consider using
social media networking sites effectively and professionally. This promotional tool can serve as a
media to reach their consumers along with offering a new shopping experience (Baptista et al.
2017).
1.2. Research Relevance
The relevance of the current research is to generate a fair along with a comprehensive
overview regarding the topic that the use of social media in the business promotion in the
consumer businesses within Singapore. The research has also the relevance of establishing the
effective research objectives which can be attained within the research. In consideration to same,
it shall be endeavoured to develop to research hypotheses that are relied on the recognized
objectives (BİLGİN 2018). The research also carried out an in-depth analysis of the investigative
techniques along with approaches that were employed for the research purpose. The research has
also endeavoured to focus on several approaches that were employed in collecting data along
with the methods which were employed in interpreting and decided the attained data. The
analysed that 94% of the business with a marketing department employed social media as part of
their marketing platform. More than 60% of the marketers of Singapore are devoting the
equivalent of a full workday to social media marketing maintenance and development. It has also
been observed that the businesses have a dedicated social media platform as a part of their
marketing and business promotion strategy that reported an increase within their marketing
exposure (Bansal and Kumar 2016). Through offering the business brand with suitable social
media-based promotional tools, the companies can attain competitive advantages in attaining
increased profit along with connecting with new consumers in a better manner along with
serving them at a higher level. This also makes the digital marketing of the companies simpler.
For this reason, in promoting their brand the retailers and the marketers must consider using
social media networking sites effectively and professionally. This promotional tool can serve as a
media to reach their consumers along with offering a new shopping experience (Baptista et al.
2017).
1.2. Research Relevance
The relevance of the current research is to generate a fair along with a comprehensive
overview regarding the topic that the use of social media in the business promotion in the
consumer businesses within Singapore. The research has also the relevance of establishing the
effective research objectives which can be attained within the research. In consideration to same,
it shall be endeavoured to develop to research hypotheses that are relied on the recognized
objectives (BİLGİN 2018). The research also carried out an in-depth analysis of the investigative
techniques along with approaches that were employed for the research purpose. The research has
also endeavoured to focus on several approaches that were employed in collecting data along
with the methods which were employed in interpreting and decided the attained data. The
8SOCIAL MEDIA AS AN EFFECTIVE TOOL
significance of the researchwas also used to analyse the myriad ethical issues that were faced by
the researchers in carrying out the researchers. In addition, the research has also considered
offering effective implications in carrying out the analysis of the time plan and along with that
the primary and secondary resources to be employed during the process of research (Cardon and
Marshall 2015).
The current research offered useful implications in resolving issues faced by marketers in
employing social media tools for supporting their business promotion. This is for the reason that
the consumers in the current market are turning out to be highly information-savvy regarding
specific services or product offerings before they take a purchase decision. Certain social media
promotion asked features such as peer review, critics’ opinion within the networking sites are
turning out to be highlyinfluential factors within the decision making rather than conventional
sales promotion and advertising (Chawinga 2017). In the recent years, the consumers have the
power to discuss a brand along with its offerings along with having the right to post their opinion
on the same within an organization’s web page along with social media networking sites. For this
reason, the research has offered effective recommendations in facilitating the companies and
marketers in Singapore to accept the impact of social media marketing. Due to such increased
influence on consumers purchase decision making focussed on the companies social media
promotional messages, the marketers in Singapore must focus on leveraging suitable social
media channels in the best possible manners (Chung and Cho 2017).
1.3. Research Aim and Objectives
The aim of the research is to analyse the role of social media as an effective tool in
promoting business within Singapore. The objectives that are to be addressed through the
completion of the research are explained below:
significance of the researchwas also used to analyse the myriad ethical issues that were faced by
the researchers in carrying out the researchers. In addition, the research has also considered
offering effective implications in carrying out the analysis of the time plan and along with that
the primary and secondary resources to be employed during the process of research (Cardon and
Marshall 2015).
The current research offered useful implications in resolving issues faced by marketers in
employing social media tools for supporting their business promotion. This is for the reason that
the consumers in the current market are turning out to be highly information-savvy regarding
specific services or product offerings before they take a purchase decision. Certain social media
promotion asked features such as peer review, critics’ opinion within the networking sites are
turning out to be highlyinfluential factors within the decision making rather than conventional
sales promotion and advertising (Chawinga 2017). In the recent years, the consumers have the
power to discuss a brand along with its offerings along with having the right to post their opinion
on the same within an organization’s web page along with social media networking sites. For this
reason, the research has offered effective recommendations in facilitating the companies and
marketers in Singapore to accept the impact of social media marketing. Due to such increased
influence on consumers purchase decision making focussed on the companies social media
promotional messages, the marketers in Singapore must focus on leveraging suitable social
media channels in the best possible manners (Chung and Cho 2017).
1.3. Research Aim and Objectives
The aim of the research is to analyse the role of social media as an effective tool in
promoting business within Singapore. The objectives that are to be addressed through the
completion of the research are explained below:
9SOCIAL MEDIA AS AN EFFECTIVE TOOL
To recognize and define the social media concept in association with the business
promotion
To recognize the relationship between the importance of social media as an efficient tool
in promoting businesses in Singapore
To analyse the problems which can be faced at the time of implementing the application
of the social media application within Singapore
To recommend ways in which social media promotional channels can be employed by
the business organizations in Singaporethrough decreasing the issues that can be faced
while implementation of the same.
1.4. Research Hypotheses
The research hypotheses those are to be tested through the completion of the research
analysis are indicated below:
H0: Social media does not act as an efficient tool in business organizations of Singapore
as a promotional tool
H1: Social media acts as an efficient tool in the promotional activities of businesses in
Singapore
To recognize and define the social media concept in association with the business
promotion
To recognize the relationship between the importance of social media as an efficient tool
in promoting businesses in Singapore
To analyse the problems which can be faced at the time of implementing the application
of the social media application within Singapore
To recommend ways in which social media promotional channels can be employed by
the business organizations in Singaporethrough decreasing the issues that can be faced
while implementation of the same.
1.4. Research Hypotheses
The research hypotheses those are to be tested through the completion of the research
analysis are indicated below:
H0: Social media does not act as an efficient tool in business organizations of Singapore
as a promotional tool
H1: Social media acts as an efficient tool in the promotional activities of businesses in
Singapore
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10SOCIAL MEDIA AS AN EFFECTIVE TOOL
Chapter 2: Literature Review
2.1. Introduction
Dahl (2018) revealed that in the fast-changing business era, the marketers and the
business owners required keeping themselves updated with certain changes in the business
environment or they might deal with risks related with maintaining business sustainability. In the
era of increasing social media platform existence such as Facebook, WhatsApp, Instagram and
Twitter, social media marketing has evolved as a vital part of the marketing strategy employed
by the companies. Djafarova and Trofimenko (2018) added that it is difficult to consider
marketing strategy development without considering the relevance of social media.
Implementing certain type of online promotion by means of social media has turned out to be
important for all the business organizations. Within an industry where there is constant change in
trends, implementation of social media marketing is important for organizations to survive
within the fiercely competitive working environment (Duffett 2017). It has also been revealed
that most of the existing researchers have attempted to analyse the relevance and effectiveness of
social media as a business promotion and marketing tool. Considering the same, the literature
review section explains various concepts related to social media promotional tools and their
contribution to organizations in Singapore in promoting their businesses.
2.2. Concept of Business Promotion
Flanigan and Obermier (2016) revealed that business promotion includes one of the most
vital parts of several business processes. In promoting a business it is important for the
companies to focus on future development and business enterprises sustainability. Businesses
can also be promoted by several means and social media is one of the most vital tools that are
Chapter 2: Literature Review
2.1. Introduction
Dahl (2018) revealed that in the fast-changing business era, the marketers and the
business owners required keeping themselves updated with certain changes in the business
environment or they might deal with risks related with maintaining business sustainability. In the
era of increasing social media platform existence such as Facebook, WhatsApp, Instagram and
Twitter, social media marketing has evolved as a vital part of the marketing strategy employed
by the companies. Djafarova and Trofimenko (2018) added that it is difficult to consider
marketing strategy development without considering the relevance of social media.
Implementing certain type of online promotion by means of social media has turned out to be
important for all the business organizations. Within an industry where there is constant change in
trends, implementation of social media marketing is important for organizations to survive
within the fiercely competitive working environment (Duffett 2017). It has also been revealed
that most of the existing researchers have attempted to analyse the relevance and effectiveness of
social media as a business promotion and marketing tool. Considering the same, the literature
review section explains various concepts related to social media promotional tools and their
contribution to organizations in Singapore in promoting their businesses.
2.2. Concept of Business Promotion
Flanigan and Obermier (2016) revealed that business promotion includes one of the most
vital parts of several business processes. In promoting a business it is important for the
companies to focus on future development and business enterprises sustainability. Businesses
can also be promoted by several means and social media is one of the most vital tools that are
11SOCIAL MEDIA AS AN EFFECTIVE TOOL
available for business endeavours promotion. As depicted by the term, consumer businesses
referto the business enterprises that address the aspirations and needs of the customers. Gavurova
et al. (2018) indicated that the business promotion is referred to the collated processes which are
involved in promoting several names along with achievements of the business endeavours in
order to attain increased consumer support along with consumer reliance on the company or the
brand. These researchers conducted studies explaining the fact that business promotion also
explains the sales promotion idea. Haro-de-Rosario, Sáez-Martín and del Carmen Caba-Pérez
(2018) added that the existing products have also revealed that the business promotional
activities idea is reliant on the business surrounding. For example, several small along with
medium-sized companies are devoid of resources that can be used to promote businesses. It has
also been revealed that it is needed to be accepted that the business or the brand promotion
activities are focused on target groups by several communication means.
Business promotional activities are also relied on the factors related to the
advertisements, increasing awareness regarding numerous factors related to business endeavours.
Harrison et al. (2017) indicated that in order to sell and market the products, it is important for
the consumer business organizations to engage along with being indulged in promotion and sales
of the activities of business promotions. It is also to be mentioned that getting involved within
the business promotion conducts can facilitate the managers in developing a strong bond with the
consumers those can be properly versed with several advantages and changes in sales promotion
along with business promotional activities. These researchers also indicated that getting involved
in the business promotional activities can facilitate the managers in developing an effective bond
with the consumers those can be well versed with several changes along with advantages of one
brand in comparison to another. Ho et al. (2017) indicated that business promoting along with
available for business endeavours promotion. As depicted by the term, consumer businesses
referto the business enterprises that address the aspirations and needs of the customers. Gavurova
et al. (2018) indicated that the business promotion is referred to the collated processes which are
involved in promoting several names along with achievements of the business endeavours in
order to attain increased consumer support along with consumer reliance on the company or the
brand. These researchers conducted studies explaining the fact that business promotion also
explains the sales promotion idea. Haro-de-Rosario, Sáez-Martín and del Carmen Caba-Pérez
(2018) added that the existing products have also revealed that the business promotional
activities idea is reliant on the business surrounding. For example, several small along with
medium-sized companies are devoid of resources that can be used to promote businesses. It has
also been revealed that it is needed to be accepted that the business or the brand promotion
activities are focused on target groups by several communication means.
Business promotional activities are also relied on the factors related to the
advertisements, increasing awareness regarding numerous factors related to business endeavours.
Harrison et al. (2017) indicated that in order to sell and market the products, it is important for
the consumer business organizations to engage along with being indulged in promotion and sales
of the activities of business promotions. It is also to be mentioned that getting involved within
the business promotion conducts can facilitate the managers in developing a strong bond with the
consumers those can be properly versed with several advantages and changes in sales promotion
along with business promotional activities. These researchers also indicated that getting involved
in the business promotional activities can facilitate the managers in developing an effective bond
with the consumers those can be well versed with several changes along with advantages of one
brand in comparison to another. Ho et al. (2017) indicated that business promoting along with
12SOCIAL MEDIA AS AN EFFECTIVE TOOL
advertisements are connected with one another. Without suitable advertising, consumer business
companies fail to attain the needed support along with consumer awareness regarding business
endeavours. Suitable along with channelized advertisements serve to increase the perception of
the consumers concerning the quality of the product provided by the companies. Ismail (2017)
stated that the statistics revealed that Singapore offers the gateway for the Asian markets for
operating. Due to the increasing demands of the consumers, Singapore is considered to harbour
3.2 billion consumers those spending can attain the amount of $ 55 trillion at the end of 2030.
For this reason, it can also be elucidated that the consumers’ business organizations in Singapore
can implement the potential of the business promotion which can facilitate these companies in
generating an indelible mark on the consumers’ minds. In addition, business promotion also
guarantees a secured place within the global markets. Certain effective social media tools that
facilitate in attaining better brand promotion advantages for the companies are explained below:
Facebook: Jaakonmäki, Müller, and vom Brocke (2017) indicated that the social media
platform of "Facebook” serves as one of the effective social media marketing tools that
facilitates the companies in attaining increased brand awareness along with its product
offerings. These researchers also stated that developing any advertising content regarding
products and services offered by companies on the Facebook pages facilitates the
companies in increasing brand awareness. Facebook facilitates the companies in sharing
images, links along with product specifications customizable pages to offer a better sense
of the business personality and contents highly engaging for the target audiences. Kent
and Taylor (2016) added that an exceptional mix of educational sources and
brandadvertising based posts can facilitatecompanies in attainingincreased specific posts
reach and impressions. Moreover, hosting Facebookcontentalong with some Facebook
advertisements are connected with one another. Without suitable advertising, consumer business
companies fail to attain the needed support along with consumer awareness regarding business
endeavours. Suitable along with channelized advertisements serve to increase the perception of
the consumers concerning the quality of the product provided by the companies. Ismail (2017)
stated that the statistics revealed that Singapore offers the gateway for the Asian markets for
operating. Due to the increasing demands of the consumers, Singapore is considered to harbour
3.2 billion consumers those spending can attain the amount of $ 55 trillion at the end of 2030.
For this reason, it can also be elucidated that the consumers’ business organizations in Singapore
can implement the potential of the business promotion which can facilitate these companies in
generating an indelible mark on the consumers’ minds. In addition, business promotion also
guarantees a secured place within the global markets. Certain effective social media tools that
facilitate in attaining better brand promotion advantages for the companies are explained below:
Facebook: Jaakonmäki, Müller, and vom Brocke (2017) indicated that the social media
platform of "Facebook” serves as one of the effective social media marketing tools that
facilitates the companies in attaining increased brand awareness along with its product
offerings. These researchers also stated that developing any advertising content regarding
products and services offered by companies on the Facebook pages facilitates the
companies in increasing brand awareness. Facebook facilitates the companies in sharing
images, links along with product specifications customizable pages to offer a better sense
of the business personality and contents highly engaging for the target audiences. Kent
and Taylor (2016) added that an exceptional mix of educational sources and
brandadvertising based posts can facilitatecompanies in attainingincreased specific posts
reach and impressions. Moreover, hosting Facebookcontentalong with some Facebook
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13SOCIAL MEDIA AS AN EFFECTIVE TOOL
innovations such as Facebook site based marketplace advertisements can serve as an
efficient technique in increasing page likes or increasing website clicks. It has also been
gathered from previous researches that several companies attained enhanced brand
promotion through running Facebook contests that can serve as a metric in analysing the
increase in the fan numbers or brand awareness (Khan 2017). Moreover, Facebook
Exchange facilitates the advertisers in attaining the benefit of advertisement retargeting
by means of real-time bidding that can increase the product page visits by consumers on
the retailers' website.
Twitter: Khan, Dongping, and Wahab (2016) stated that Twitter can serve as an effective
brand promotion tool for the marketers as it has been observed that around 1.6 billion
unique visitors per month visit the tweets from different brands regarding their offerings.
It has also been gathered that Twitter social media promotional tool is realistic along with
a useful manner to build their business that can get instant public messages delivered to
the target audiences. This ss0cial media promotional tool is focused on communicating a
brand and its offerings related information, consumer service, and conversation. Kilgour,
Sasser and Larke (2015) indicated that the marketers must ensure to provide their
followers with value-added materials regarding the brand offerings through news articles
along with the link to videos. These researchers also elaborated that consumers can be
attaining increased brand awareness through employing social media promotional
strategies. This can facilitate the marketers to develop conversations along with
generating wider engagement around the aspects those matters the most for the
audiences.King and Lee (2016) revealed certain ways that can facilitate the companies in
building effective conversations by asking questions, responding to the followers content,
innovations such as Facebook site based marketplace advertisements can serve as an
efficient technique in increasing page likes or increasing website clicks. It has also been
gathered from previous researches that several companies attained enhanced brand
promotion through running Facebook contests that can serve as a metric in analysing the
increase in the fan numbers or brand awareness (Khan 2017). Moreover, Facebook
Exchange facilitates the advertisers in attaining the benefit of advertisement retargeting
by means of real-time bidding that can increase the product page visits by consumers on
the retailers' website.
Twitter: Khan, Dongping, and Wahab (2016) stated that Twitter can serve as an effective
brand promotion tool for the marketers as it has been observed that around 1.6 billion
unique visitors per month visit the tweets from different brands regarding their offerings.
It has also been gathered that Twitter social media promotional tool is realistic along with
a useful manner to build their business that can get instant public messages delivered to
the target audiences. This ss0cial media promotional tool is focused on communicating a
brand and its offerings related information, consumer service, and conversation. Kilgour,
Sasser and Larke (2015) indicated that the marketers must ensure to provide their
followers with value-added materials regarding the brand offerings through news articles
along with the link to videos. These researchers also elaborated that consumers can be
attaining increased brand awareness through employing social media promotional
strategies. This can facilitate the marketers to develop conversations along with
generating wider engagement around the aspects those matters the most for the
audiences.King and Lee (2016) revealed certain ways that can facilitate the companies in
building effective conversations by asking questions, responding to the followers content,
14SOCIAL MEDIA AS AN EFFECTIVE TOOL
employing Twitter polls and through hosting tweet chats. These researchers also added
that through employing Twitter as the business promotion tool, the marketers can bring
together the analytics, content along with engagement for supporting marginal of the
brand.
YouTube: Kiráľová and Pavlíčeka (2015) elucidated in their research that around 66% of
the social media marketers plan to increase their YouTube marketing in the future years
for enhancing their brand promotion strategy. Supporting the same, it is viewed that
YouTube is used by around 71% of the surveyed organizations as it is perceived by the
audiences that video advertising can persuade the target audiences in developing a
positive perception of the consumers towards a company’s offerings and the brand itself.
Laudon and Traver (2016) elucidated that employing YouTube as a social media
marketing tool can support the market in enhancing their brand promotion and reach
among the target consumers through attaining several advantages. These advantages
encompass attaining a wide reach, attaining immediate and measurable social media
reach results, serving as a social network, increasing interactivity with other social media
platforms and serving as a search engine for the audiences to attain necessary brand or its
services based knowledge. Leung, Bai and Stahura (2015) added that YouTube is
considered as an effective brand promotional tool by markets through selecting a mane
that is directly related to the brand that the company desires to promote. In case the
companies have a website or blog it must be ensured that the channel or the domain link
with one other. At the time, when the company channels are recognizable, its relevance is
registered to the visitors and they are likely to automatically desire to click on it.
employing Twitter polls and through hosting tweet chats. These researchers also added
that through employing Twitter as the business promotion tool, the marketers can bring
together the analytics, content along with engagement for supporting marginal of the
brand.
YouTube: Kiráľová and Pavlíčeka (2015) elucidated in their research that around 66% of
the social media marketers plan to increase their YouTube marketing in the future years
for enhancing their brand promotion strategy. Supporting the same, it is viewed that
YouTube is used by around 71% of the surveyed organizations as it is perceived by the
audiences that video advertising can persuade the target audiences in developing a
positive perception of the consumers towards a company’s offerings and the brand itself.
Laudon and Traver (2016) elucidated that employing YouTube as a social media
marketing tool can support the market in enhancing their brand promotion and reach
among the target consumers through attaining several advantages. These advantages
encompass attaining a wide reach, attaining immediate and measurable social media
reach results, serving as a social network, increasing interactivity with other social media
platforms and serving as a search engine for the audiences to attain necessary brand or its
services based knowledge. Leung, Bai and Stahura (2015) added that YouTube is
considered as an effective brand promotional tool by markets through selecting a mane
that is directly related to the brand that the company desires to promote. In case the
companies have a website or blog it must be ensured that the channel or the domain link
with one other. At the time, when the company channels are recognizable, its relevance is
registered to the visitors and they are likely to automatically desire to click on it.
15SOCIAL MEDIA AS AN EFFECTIVE TOOL
Instagram: Lin, Swarna and Bruning (2017) explained that effective Instagram based
marketing strategy implementation can facilitate the marketers in attaining maximum
advantages from employing this social media tool. These researchers also added that
employing this social media tool can increase chances of rad awareness and effective
promotion through specifically determine the target audiences along with observing their
nature of following pages on Instagram and their interest in certain types of the brand
within a similar industry. Lin, Paragas, Goh and Bautista (2016) added that Instagram can
also facilitate the social media marketers in developing an effective content strategy for
brand promotion. Content creation for increasing brand visibility in Instagram requires
huge resources amount within the origination. Such content-based
advertisingstrategiesinvolve including certain engage content for target audiences such as
photos, videos, stories along with user-generated content (Liu et al. 2018).
CertainInstagrammarketing techniques can also increase chances of better brand
promotion that includes techniques of contests and giveaways, gallery posts,
collaboration or takeovers along with influencer marketing. For ensuring regular brand
content reach that can boost promotion of the services gradually, Instagram offers the
facility of developing a content calendar that can facilitate improperly organizing and
planning the upcoming events and brand announcement based on changing consumer
trends.
LinkedIn: Loukis, Charalabidis and Androutsopoulou (2017) indicated that LinkedIn
can also serve as an effective social media brand promotion tool for the companies as it
can offer several advantages to the companies those desire to increase their brand
awareness among audiences through offering advantages such as better lead generation,
Instagram: Lin, Swarna and Bruning (2017) explained that effective Instagram based
marketing strategy implementation can facilitate the marketers in attaining maximum
advantages from employing this social media tool. These researchers also added that
employing this social media tool can increase chances of rad awareness and effective
promotion through specifically determine the target audiences along with observing their
nature of following pages on Instagram and their interest in certain types of the brand
within a similar industry. Lin, Paragas, Goh and Bautista (2016) added that Instagram can
also facilitate the social media marketers in developing an effective content strategy for
brand promotion. Content creation for increasing brand visibility in Instagram requires
huge resources amount within the origination. Such content-based
advertisingstrategiesinvolve including certain engage content for target audiences such as
photos, videos, stories along with user-generated content (Liu et al. 2018).
CertainInstagrammarketing techniques can also increase chances of better brand
promotion that includes techniques of contests and giveaways, gallery posts,
collaboration or takeovers along with influencer marketing. For ensuring regular brand
content reach that can boost promotion of the services gradually, Instagram offers the
facility of developing a content calendar that can facilitate improperly organizing and
planning the upcoming events and brand announcement based on changing consumer
trends.
LinkedIn: Loukis, Charalabidis and Androutsopoulou (2017) indicated that LinkedIn
can also serve as an effective social media brand promotion tool for the companies as it
can offer several advantages to the companies those desire to increase their brand
awareness among audiences through offering advantages such as better lead generation,
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16SOCIAL MEDIA AS AN EFFECTIVE TOOL
brand awareness, lead generation along with establishing authority. These researchers
also argued that LinkedIn has introduced a feature of “LinkedIn led gen” forms that can
seven as an easy manner in attaining lead information from target consumer’s profile.
This can facilitate the marketers in sharing product or brand based contents those are
informative, thought-provokingandinnovativeattractingthe attention of audiences
(Mainka, Hartmann, Stock and Peters 2015). Through employing this brand promotion
strategy, the more followers the LinkedIn page of the brand attains, the more shares its
content receives along with more audiences’ interaction with the content as they perceive
high value in the brand offerings.
2.3. Concept of Social Media as a Business Promotion Tool
Oh, Roumani, Nwankpa and Hu (2017) indicated that the social media growth serves an
effective tool for business promotion and communication is remarkable. It also acts as an
efficient tool for the business promotion and it can also be stated that the suitable social media
usage can facilitate in the development of effective perception among the consumers concerning
the business organizations along with their offerings. These researchers also agreed that social
media platform also acts as a function of being the major source of communication among the
consumers and the sellers. Efficient social media application can support the inefficient
promotion of the products by influencing the target consumers. Pang et al. (2016) indicated that
it has also been accepted that several consumers employ social media for communication. The
business owners might consider the same at the time of products advertisement. The digital
platforms can be employedin order to effectively project the sales growth, changes in the
products and innovative ideas associated with the products.
brand awareness, lead generation along with establishing authority. These researchers
also argued that LinkedIn has introduced a feature of “LinkedIn led gen” forms that can
seven as an easy manner in attaining lead information from target consumer’s profile.
This can facilitate the marketers in sharing product or brand based contents those are
informative, thought-provokingandinnovativeattractingthe attention of audiences
(Mainka, Hartmann, Stock and Peters 2015). Through employing this brand promotion
strategy, the more followers the LinkedIn page of the brand attains, the more shares its
content receives along with more audiences’ interaction with the content as they perceive
high value in the brand offerings.
2.3. Concept of Social Media as a Business Promotion Tool
Oh, Roumani, Nwankpa and Hu (2017) indicated that the social media growth serves an
effective tool for business promotion and communication is remarkable. It also acts as an
efficient tool for the business promotion and it can also be stated that the suitable social media
usage can facilitate in the development of effective perception among the consumers concerning
the business organizations along with their offerings. These researchers also agreed that social
media platform also acts as a function of being the major source of communication among the
consumers and the sellers. Efficient social media application can support the inefficient
promotion of the products by influencing the target consumers. Pang et al. (2016) indicated that
it has also been accepted that several consumers employ social media for communication. The
business owners might consider the same at the time of products advertisement. The digital
platforms can be employedin order to effectively project the sales growth, changes in the
products and innovative ideas associated with the products.
17SOCIAL MEDIA AS AN EFFECTIVE TOOL
Employing social media platforms such as Facebook can ensure the rapid generation of
consumer support, loyalty along with making sure that there is increased involvement of
consumers with the companies and the brands. The consumers from all over the world can reveal
any update within Facebook associated with the business organization. Plume, Dwivedi and
Slade (2016) elucidated that social media serves as a significant tool as it facilitates the business
companies to reach out to target consumers on a constant basis. It has also been observed that the
social media usage for the business promotional activities can make a sure increased purchase by
the consumers as it results in increased brand reorganization by the consumers. The statistical
data also justified the fact that the social media users within Singapore are increasing with each
passing year. Raudeliūnienė et al. (2018) added that scrutiny will also reveal that the Singapore
government encourages the youth to make a suitable application of social media. It can also be
stated that in case the business organizations can consider the practice of advertising along with
promotion by means of social media, the business companies can attain better results.
Another study carried out by these researchers also revealed that several social media
networking platforms can offer a kind of social venue for the sellers in advertising and
communicating regarding the products. Razzak (2016) stated that the youth within Singapore is
also involved with the urge of social media. In addition to the same, researches have also
anticipated that Singapore has the second position in comparison to Malaysia in the rate of social
media rate penetration. Consumers’ business companies can target the youth to communicate
regarding nature along with advantages of their offerings. For this reason, it can also be indicated
that the social media inclusion within promotion along with communication within the business
enterprises that can result in increased awareness among consumers. This, in turn, can impact
brand recognition along with revenue attained by the companies.
Employing social media platforms such as Facebook can ensure the rapid generation of
consumer support, loyalty along with making sure that there is increased involvement of
consumers with the companies and the brands. The consumers from all over the world can reveal
any update within Facebook associated with the business organization. Plume, Dwivedi and
Slade (2016) elucidated that social media serves as a significant tool as it facilitates the business
companies to reach out to target consumers on a constant basis. It has also been observed that the
social media usage for the business promotional activities can make a sure increased purchase by
the consumers as it results in increased brand reorganization by the consumers. The statistical
data also justified the fact that the social media users within Singapore are increasing with each
passing year. Raudeliūnienė et al. (2018) added that scrutiny will also reveal that the Singapore
government encourages the youth to make a suitable application of social media. It can also be
stated that in case the business organizations can consider the practice of advertising along with
promotion by means of social media, the business companies can attain better results.
Another study carried out by these researchers also revealed that several social media
networking platforms can offer a kind of social venue for the sellers in advertising and
communicating regarding the products. Razzak (2016) stated that the youth within Singapore is
also involved with the urge of social media. In addition to the same, researches have also
anticipated that Singapore has the second position in comparison to Malaysia in the rate of social
media rate penetration. Consumers’ business companies can target the youth to communicate
regarding nature along with advantages of their offerings. For this reason, it can also be indicated
that the social media inclusion within promotion along with communication within the business
enterprises that can result in increased awareness among consumers. This, in turn, can impact
brand recognition along with revenue attained by the companies.
18SOCIAL MEDIA AS AN EFFECTIVE TOOL
Research carried out by Rugova and Prenaj (2016) has revealed that they are greatly
cantered and discussed regarding the various usage and advantages of social media platforms in
the business enterprises promotion. These researchers have also elaborated that establishing a
loyal consumer base is one of the major promotional objectives of the companies through
employing social media promotional tools. Employing social media in advertising regarding the
products and services can facilitate the companies in engaging with audiences on a regular basis
along with establishing long-term relationships. Safiullah et al. (2016) indicated in their research
that around 62% of the consumers those are loyal to various brands involve with them directly on
social media. Employing social media for communicating promotional messages regarding the
services and products of a brand can facilitate in enhancing consumer satisfaction. Consumers
prefer receiving customized messages along with commentsin their posts rather than the
automated responses. Canoeing their comments or queries regarding the company’s offerings
indicates that increased attention is paid to their needs making them highly satisfied and loyal
towards the products and services of the company. Safiullah et al. (2017) stated that increasing
visibility on the brand promotion page of the company on social media increases their
opportunities of enhancing the conversion rates that will facilitate the businesses to attain better
positive impression. Social media marketing strategies facilitate in generating leads for the
companies social media websites that further enhance brand awareness.
2.4. Social Media Use as Business Promotion Tool in Singapore
Shin, Pang and Kim (2015) defined the social media as a group of Internet-based
applications which develop on the ideological along with a technological foundation of web 2.0
along with allowing the generation along with an exchange of user-generated content. Moreover,
social media is generally explained software tools to generate user-generated content which can
Research carried out by Rugova and Prenaj (2016) has revealed that they are greatly
cantered and discussed regarding the various usage and advantages of social media platforms in
the business enterprises promotion. These researchers have also elaborated that establishing a
loyal consumer base is one of the major promotional objectives of the companies through
employing social media promotional tools. Employing social media in advertising regarding the
products and services can facilitate the companies in engaging with audiences on a regular basis
along with establishing long-term relationships. Safiullah et al. (2016) indicated in their research
that around 62% of the consumers those are loyal to various brands involve with them directly on
social media. Employing social media for communicating promotional messages regarding the
services and products of a brand can facilitate in enhancing consumer satisfaction. Consumers
prefer receiving customized messages along with commentsin their posts rather than the
automated responses. Canoeing their comments or queries regarding the company’s offerings
indicates that increased attention is paid to their needs making them highly satisfied and loyal
towards the products and services of the company. Safiullah et al. (2017) stated that increasing
visibility on the brand promotion page of the company on social media increases their
opportunities of enhancing the conversion rates that will facilitate the businesses to attain better
positive impression. Social media marketing strategies facilitate in generating leads for the
companies social media websites that further enhance brand awareness.
2.4. Social Media Use as Business Promotion Tool in Singapore
Shin, Pang and Kim (2015) defined the social media as a group of Internet-based
applications which develop on the ideological along with a technological foundation of web 2.0
along with allowing the generation along with an exchange of user-generated content. Moreover,
social media is generally explained software tools to generate user-generated content which can
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19SOCIAL MEDIA AS AN EFFECTIVE TOOL
be shared. The consumers also perceived the effectiveness of social media can be measured by
the feature considered as consumers’ sentiments towards marketing. In the empirical research, it
has also been considered that social media marketing can be effective in Singapore in offering
timely and effective information required by consumers with an objective to bridge the gap
between the reality and the expectation. Song et al. (2017) stated that there is an increased
importance of consumers’ perception in Singapore on overall marketing activities regardless of
their readiness of acceptance of new social media new technology. In the Singapore market, the
perceived fit served as another factor that marketers consider for social media shopping. It is
considered as the similarity degree between the existing products with its extended new version
affiliated to the recognized brand. In Singapore, social media is considered to be a platform to
stay connected with friends, peers and family (Tajudeen, Jaafar and Ainin 2018).
Along with that it has also turned useful be a strong medium of promotion for the
organizations. Toker et al. (2016) stated that in this social media platform the consumers of
Singapore learn more regarding their preferred organizations or products along with services. In
addition, the marketers along with the retailers of Singapore are employing such sites more
efficiently and professionally as media in reaching their consumers and offering an exceptional
experience of shopping. The technology-based development such as the introduction of a
powerful search engine, distinct user-friendly applications, availability of the high-speed internet
with reasonable as well as low price are advantages of social media channels. Such social
network medium has facilitated the marketers’ capability to reach shoppers by means of new
touch points. Tuten and Solomon (2017) indicated that within Singapore, it is considered most
important for the entrepreneurs that develop positive consumer attitude through social media.
This is conducted by means of social networking sites as a medium and in most of the cases
be shared. The consumers also perceived the effectiveness of social media can be measured by
the feature considered as consumers’ sentiments towards marketing. In the empirical research, it
has also been considered that social media marketing can be effective in Singapore in offering
timely and effective information required by consumers with an objective to bridge the gap
between the reality and the expectation. Song et al. (2017) stated that there is an increased
importance of consumers’ perception in Singapore on overall marketing activities regardless of
their readiness of acceptance of new social media new technology. In the Singapore market, the
perceived fit served as another factor that marketers consider for social media shopping. It is
considered as the similarity degree between the existing products with its extended new version
affiliated to the recognized brand. In Singapore, social media is considered to be a platform to
stay connected with friends, peers and family (Tajudeen, Jaafar and Ainin 2018).
Along with that it has also turned useful be a strong medium of promotion for the
organizations. Toker et al. (2016) stated that in this social media platform the consumers of
Singapore learn more regarding their preferred organizations or products along with services. In
addition, the marketers along with the retailers of Singapore are employing such sites more
efficiently and professionally as media in reaching their consumers and offering an exceptional
experience of shopping. The technology-based development such as the introduction of a
powerful search engine, distinct user-friendly applications, availability of the high-speed internet
with reasonable as well as low price are advantages of social media channels. Such social
network medium has facilitated the marketers’ capability to reach shoppers by means of new
touch points. Tuten and Solomon (2017) indicated that within Singapore, it is considered most
important for the entrepreneurs that develop positive consumer attitude through social media.
This is conducted by means of social networking sites as a medium and in most of the cases
20SOCIAL MEDIA AS AN EFFECTIVE TOOL
sponsored by the organizations, it is deemed vital. It is also confirmed within the findings of
these researchers that social media marketing in Singapore serves as a vital role in spreading as
the viral message.
The marketers in Singapore also consider using viral social media marketing as a new
concept of product and services promotion and have also concluded that it is within the stage of
infancy and the marketers require to learn a lot to make the same highly effective. Wang, Kim
and Malthouse (2016) stated that with an increasing use of social media marketing in Singapore
the marketers of the nation are attaining several advantages such as increased consumer reach,
low-cost marketing and high communication efficiency. For this reason, the Singaporean
companies of all sizes employ marketers those are interested to learn, generate and facilitate
virtual brand communities. Wang, Min and Han (2016) revealed that the marketers of Singapore
are considering to employing the social media marketing tools for its product and services
promotion in order to attain increased brand awareness among its target consumers.
2.5. Research Gap
From analysing the existing researchers on the social media use as a promotional tool in the
business organizations, it has been gathered that the existing researches failed to focus or discuss
regarding several issues or hurdles that require being overthrown (Xu, Hao and Ha 2017). This is
due to the myriad impediments like prevalent political restrictions, prevent political demands or
organizational restrictions can inhibit the efficiently of social media as an effective tool. It has
also been accepted that social media serves as an efficient tool and in order to implement its
usage, it is vital to remove to deal with the related hurdles. In addressing the identifiedresearch
gap, the current research will focus on analysing the impact of social media platforms in
promoting the business of the organizations within Singapore (Yeo and Pang 2017). It will also
sponsored by the organizations, it is deemed vital. It is also confirmed within the findings of
these researchers that social media marketing in Singapore serves as a vital role in spreading as
the viral message.
The marketers in Singapore also consider using viral social media marketing as a new
concept of product and services promotion and have also concluded that it is within the stage of
infancy and the marketers require to learn a lot to make the same highly effective. Wang, Kim
and Malthouse (2016) stated that with an increasing use of social media marketing in Singapore
the marketers of the nation are attaining several advantages such as increased consumer reach,
low-cost marketing and high communication efficiency. For this reason, the Singaporean
companies of all sizes employ marketers those are interested to learn, generate and facilitate
virtual brand communities. Wang, Min and Han (2016) revealed that the marketers of Singapore
are considering to employing the social media marketing tools for its product and services
promotion in order to attain increased brand awareness among its target consumers.
2.5. Research Gap
From analysing the existing researchers on the social media use as a promotional tool in the
business organizations, it has been gathered that the existing researches failed to focus or discuss
regarding several issues or hurdles that require being overthrown (Xu, Hao and Ha 2017). This is
due to the myriad impediments like prevalent political restrictions, prevent political demands or
organizational restrictions can inhibit the efficiently of social media as an effective tool. It has
also been accepted that social media serves as an efficient tool and in order to implement its
usage, it is vital to remove to deal with the related hurdles. In addressing the identifiedresearch
gap, the current research will focus on analysing the impact of social media platforms in
promoting the business of the organizations within Singapore (Yeo and Pang 2017). It will also
21SOCIAL MEDIA AS AN EFFECTIVE TOOL
reveal the most efficient social media promotional strategies that can be effective to be used by
the businesses in attaining increased product sales and target consumer base.
2.6. Conceptual Framework
The conceptual framework indicated in the figure below explains the relationship
between the variables in the research. Fromanalysing the conceptual framework it can be
depicted that consumers within the organizations in Singapore are generally conscious regarding
the business promotion and purchase the products that generate awareness by means of several
communication ideas (Yu 2018). It can also be analysed from the framework that the research
findings will be focused on establishing the relevanceand efficiency of social media as an
important tool for the promotion of business. The research is also anticipated to attain an
outcome which is focused on the identification and revealing solutions associated with the
problems which act as the impediments within the realization of social media as the most
effective tool. The research also focused on attaining the outcomes based on the analysis of the
variables explained in the conceptual framework (Shin, Pang and Kim 2015). The relationship
among these variables is anticipated to attain an outcome which is justified as well as tested by
applying suitable research processes.
reveal the most efficient social media promotional strategies that can be effective to be used by
the businesses in attaining increased product sales and target consumer base.
2.6. Conceptual Framework
The conceptual framework indicated in the figure below explains the relationship
between the variables in the research. Fromanalysing the conceptual framework it can be
depicted that consumers within the organizations in Singapore are generally conscious regarding
the business promotion and purchase the products that generate awareness by means of several
communication ideas (Yu 2018). It can also be analysed from the framework that the research
findings will be focused on establishing the relevanceand efficiency of social media as an
important tool for the promotion of business. The research is also anticipated to attain an
outcome which is focused on the identification and revealing solutions associated with the
problems which act as the impediments within the realization of social media as the most
effective tool. The research also focused on attaining the outcomes based on the analysis of the
variables explained in the conceptual framework (Shin, Pang and Kim 2015). The relationship
among these variables is anticipated to attain an outcome which is justified as well as tested by
applying suitable research processes.
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22SOCIAL MEDIA AS AN EFFECTIVE TOOL
Figure 1: Conceptual Framework
(Source: Authors Creation)
From analysing the conceptual framework indicated in the figure above it has been
gathered that social media platforms such as Twitter, LinkedIn, YouTube, Facebook and
Instagramserves as a major part of the marketing approach. These platforms serve as an effective
business promotional tool in ensuring the success of the business and increased brand promoting
of its services and products all over the world. Supporting such statement, Shin, Pang and Kim
(2015) presented an opinion that employing the indicated social media tools facilitates the
business of Singapore in attaining better brand promotion of all its products by names of offering
exceptional services through social media advertising. These researchers also confirmed that
effective use of social media facilitates the companies in promoting its brand through idea
leadership, attaining better marketplace insights, cost-effective, improves brand authority, brand
loyalty and consumer satisfaction. The social media platform based brand promotion facilitates
the companies in attaining an increase in the conversion rates and also increases the consumer
Figure 1: Conceptual Framework
(Source: Authors Creation)
From analysing the conceptual framework indicated in the figure above it has been
gathered that social media platforms such as Twitter, LinkedIn, YouTube, Facebook and
Instagramserves as a major part of the marketing approach. These platforms serve as an effective
business promotional tool in ensuring the success of the business and increased brand promoting
of its services and products all over the world. Supporting such statement, Shin, Pang and Kim
(2015) presented an opinion that employing the indicated social media tools facilitates the
business of Singapore in attaining better brand promotion of all its products by names of offering
exceptional services through social media advertising. These researchers also confirmed that
effective use of social media facilitates the companies in promoting its brand through idea
leadership, attaining better marketplace insights, cost-effective, improves brand authority, brand
loyalty and consumer satisfaction. The social media platform based brand promotion facilitates
the companies in attaining an increase in the conversion rates and also increases the consumer
23SOCIAL MEDIA AS AN EFFECTIVE TOOL
preference ranking on the social media content pages. Shin, Pang and Kim (2015) added that
well published social media content can serve as an exceptional means of enhancing the reach of
the promotional contents through sharing posts along with interacting with audiences along with
improving communication. These researchers also stated that aligning the social media
marketing strategy with other promotional strategies that facilitates in connecting directly with
the audiences and building a valuable relationship that facilitates the company in enhancing the
reach of the brand (Shin, Pang and Kim 2015). Employing social media tools are used in
enhancing the brand image among the target audiences through developing promotional
messages after attaining better market insights regarding the most beneficial features of the
social media campaign as regarding the product. Employing the social media campaigns turned
out to be highly cost-effective as it facilitates in increasing the conversion rates that in turn
enhanced the ROI of the companies.
2.7. Summary
The literature review section explained various concepts related to social media
promotional tools and their contribution to organizations in Singapore in promoting their
businesses. The literature revealed that social media growth serves an effective tool for business
promotion and communication is remarkable. It also acts as an efficient tool for the business
promotion and it can also be stated that the suitable social media usage can facilitate in the
development of effective perception among the consumers concerning the business organizations
along with their offerings. Employing social media platforms such as Facebook can ensure the
rapid generation of consumer support, loyalty along with making sure that there is increased
involvement of consumers with the companies and the brands. The consumers from all over the
world can reveal any update within Facebook associated with the business organization. In the
preference ranking on the social media content pages. Shin, Pang and Kim (2015) added that
well published social media content can serve as an exceptional means of enhancing the reach of
the promotional contents through sharing posts along with interacting with audiences along with
improving communication. These researchers also stated that aligning the social media
marketing strategy with other promotional strategies that facilitates in connecting directly with
the audiences and building a valuable relationship that facilitates the company in enhancing the
reach of the brand (Shin, Pang and Kim 2015). Employing social media tools are used in
enhancing the brand image among the target audiences through developing promotional
messages after attaining better market insights regarding the most beneficial features of the
social media campaign as regarding the product. Employing the social media campaigns turned
out to be highly cost-effective as it facilitates in increasing the conversion rates that in turn
enhanced the ROI of the companies.
2.7. Summary
The literature review section explained various concepts related to social media
promotional tools and their contribution to organizations in Singapore in promoting their
businesses. The literature revealed that social media growth serves an effective tool for business
promotion and communication is remarkable. It also acts as an efficient tool for the business
promotion and it can also be stated that the suitable social media usage can facilitate in the
development of effective perception among the consumers concerning the business organizations
along with their offerings. Employing social media platforms such as Facebook can ensure the
rapid generation of consumer support, loyalty along with making sure that there is increased
involvement of consumers with the companies and the brands. The consumers from all over the
world can reveal any update within Facebook associated with the business organization. In the
24SOCIAL MEDIA AS AN EFFECTIVE TOOL
empirical research, it has also been considered that social media marketing can be effective in
Singapore in offering timely and effective information required by consumers with an objective
to bridge the gap between the reality and the expectation. In addressing the identified research
gap, the current research will focus on analysing the impact of social media platforms in
promoting the business of the organizations within Singapore. It will also reveal the most
efficient social media promotional strategies that can be effective to be used by the businesses in
attaining increased product sales and target consumer base.
Chapter 3: Research Methodology
3.1. Introduction
The research methodology section focussed on recognizing different types of approaches,
strategies and designs that are required to be trailed or attaining suitable results for the research.
In addition, the suitability of the attained responses mostly relied on the selected research
methodology that is being used by the researcher in attaining effective research findings (Cardon
and Marshall 2015). In addition, recognizing the most suitable research approaches has
facilitated in ensuring the authenticity and actuality of the study findings. The research
methodology section has also facilitated the researcher in attaining effective opportunities in data
collection for attaining increased research authenticity.
3.2. Research Philosophy
The current research has followed the philosophy of positivism that facilitated the
researcher in endeavouring to investigate the importance of employing social media as a tool
along with several issues faced by companies in Singapore while using such tools. In arriving at
concrete along with justified research findings, the current research considered the use of several
empirical research, it has also been considered that social media marketing can be effective in
Singapore in offering timely and effective information required by consumers with an objective
to bridge the gap between the reality and the expectation. In addressing the identified research
gap, the current research will focus on analysing the impact of social media platforms in
promoting the business of the organizations within Singapore. It will also reveal the most
efficient social media promotional strategies that can be effective to be used by the businesses in
attaining increased product sales and target consumer base.
Chapter 3: Research Methodology
3.1. Introduction
The research methodology section focussed on recognizing different types of approaches,
strategies and designs that are required to be trailed or attaining suitable results for the research.
In addition, the suitability of the attained responses mostly relied on the selected research
methodology that is being used by the researcher in attaining effective research findings (Cardon
and Marshall 2015). In addition, recognizing the most suitable research approaches has
facilitated in ensuring the authenticity and actuality of the study findings. The research
methodology section has also facilitated the researcher in attaining effective opportunities in data
collection for attaining increased research authenticity.
3.2. Research Philosophy
The current research has followed the philosophy of positivism that facilitated the
researcher in endeavouring to investigate the importance of employing social media as a tool
along with several issues faced by companies in Singapore while using such tools. In arriving at
concrete along with justified research findings, the current research considered the use of several
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25SOCIAL MEDIA AS AN EFFECTIVE TOOL
resources and techniques (Cardon and Marshall 2015). The research was strictly accomplished
through employing positivism philosophy as it is greatly centred on the empirical nature of the
collected data. Employing such philosophy is considered to be justified as it has ensured that the
objectivity notion is sustained in all over the current research. The researcher considered using
the positivism philosophy through associating the models and theories explained within the
literature review section within the current scenario. Positivism is considered to be the most
relevant philosophy to be used in this research in dissecting suitable responses from the
respondents (Cardon and Marshall 2015).
3.3. Research Approach
The current research of analysing "Social Media as an Effective Tool for Promotion of
Business in Singapore" focussed on analysing the investigative approach of inductive research
that majorly focussed on the resolution along with the attainment of the research objectives that
will be followed the development of suitable research hypotheses (Andrews and Shimp 2017). In
addition, inductive research approaches also supported in gathering empirical data to attain the
most suitable conclusions. The inductive research approach is considered to be suitable in the
current research for the reason that it has supported the researcher in developing meanings from
the data set collected in recognizing the patterns and relationships to develop a theory. Moreover,
applying the inductive approach will not prevent the researcher from employing the existing
theory to develop the research question to be explored (Andrews and Shimp 2017).
3.4. Research Strategy
In attaining suitable and concrete research results, the research focussed on employing
the qualitative as well as a quantitative research strategy. The research has also considered the
use of primary and secondary data under this strategy selected. The qualitative research strategy
resources and techniques (Cardon and Marshall 2015). The research was strictly accomplished
through employing positivism philosophy as it is greatly centred on the empirical nature of the
collected data. Employing such philosophy is considered to be justified as it has ensured that the
objectivity notion is sustained in all over the current research. The researcher considered using
the positivism philosophy through associating the models and theories explained within the
literature review section within the current scenario. Positivism is considered to be the most
relevant philosophy to be used in this research in dissecting suitable responses from the
respondents (Cardon and Marshall 2015).
3.3. Research Approach
The current research of analysing "Social Media as an Effective Tool for Promotion of
Business in Singapore" focussed on analysing the investigative approach of inductive research
that majorly focussed on the resolution along with the attainment of the research objectives that
will be followed the development of suitable research hypotheses (Andrews and Shimp 2017). In
addition, inductive research approaches also supported in gathering empirical data to attain the
most suitable conclusions. The inductive research approach is considered to be suitable in the
current research for the reason that it has supported the researcher in developing meanings from
the data set collected in recognizing the patterns and relationships to develop a theory. Moreover,
applying the inductive approach will not prevent the researcher from employing the existing
theory to develop the research question to be explored (Andrews and Shimp 2017).
3.4. Research Strategy
In attaining suitable and concrete research results, the research focussed on employing
the qualitative as well as a quantitative research strategy. The research has also considered the
use of primary and secondary data under this strategy selected. The qualitative research strategy
26SOCIAL MEDIA AS AN EFFECTIVE TOOL
employed facilitated the researcher in attaining a detailed understanding of the underlying
opinions, reasons and motivations of respondents (Cardon and Marshall 2015). Quantitative
research strategy facilitated the researcher in attaining numerical data that was transformed into
usable statistics along with uncovering research patterns. Quantities research strategy used in this
research facilitated in employing measurable data to develop facts along with uncovering
relevant research patterns.
3.5. Research Design
Surry research design was employed in the current research as it is of low cost with easily
accessible information. This research design was selected as the survey conducted on a sample of
respondents from population administers a standardized questionnaire to them. The questionnaire
or the survey research design selection is justified in analysing "Social Media as an Effective
Tool for Promotion of Business in Singapore" as it can facilitate in suitably explaining the
characteristics of a selected larger population (Cardon and Marshall 2015). In carrying out the
survey, a descriptive research design was employed as it facilitated the researcher in exploring
and explaining the issues related to the rue of social media tool by companies in Singapore for
successful business promotion. It also offered the researcher an opportunity to increase the
understanding and knowledge base.
3.6. Data Collection
The research has employed an investigative approach to using primary and secondary
data. Primary data was gathered in analysing the issues faced by marketers in effectively
employing social media as a business promotion tool that has been collected through accuracy
and observation (Andrews and Shimp 2017). Primary data collection also had an important part
in maintaining accuracy and justification of the study. The quantitative method of primary data
employed facilitated the researcher in attaining a detailed understanding of the underlying
opinions, reasons and motivations of respondents (Cardon and Marshall 2015). Quantitative
research strategy facilitated the researcher in attaining numerical data that was transformed into
usable statistics along with uncovering research patterns. Quantities research strategy used in this
research facilitated in employing measurable data to develop facts along with uncovering
relevant research patterns.
3.5. Research Design
Surry research design was employed in the current research as it is of low cost with easily
accessible information. This research design was selected as the survey conducted on a sample of
respondents from population administers a standardized questionnaire to them. The questionnaire
or the survey research design selection is justified in analysing "Social Media as an Effective
Tool for Promotion of Business in Singapore" as it can facilitate in suitably explaining the
characteristics of a selected larger population (Cardon and Marshall 2015). In carrying out the
survey, a descriptive research design was employed as it facilitated the researcher in exploring
and explaining the issues related to the rue of social media tool by companies in Singapore for
successful business promotion. It also offered the researcher an opportunity to increase the
understanding and knowledge base.
3.6. Data Collection
The research has employed an investigative approach to using primary and secondary
data. Primary data was gathered in analysing the issues faced by marketers in effectively
employing social media as a business promotion tool that has been collected through accuracy
and observation (Andrews and Shimp 2017). Primary data collection also had an important part
in maintaining accuracy and justification of the study. The quantitative method of primary data
27SOCIAL MEDIA AS AN EFFECTIVE TOOL
was gathered through employing methods of survey and distributing questionnaires. Secondary
data collection was also considered in this research in which qualitative data was gathered from
sources such as the journals, previous studies and articles that were already available for the
researcher to incorporate and use. Moreover, qualitative data was also gathered by means of
structured interviews (Andrews and Shimp 2017). This data collection method facilitated in
attaining the required personal perspectives of the interviewees.
3.7. Data Analysis
The data gathered was analysed by employing certain effective data analytical
techniques. The quantitative data gathered was analysed by following the method of converting
the acquired data in statistical figures and numbers. Such statistical figures facilitated the
researcher in attaining accurate and empirical findings (Oh, Roumani, Nwankpa and Hu 2017).
The qualitative data attained from the interviews were analysed and interpreted through
recording and documenting the interviews. In consideration, effective selection of statistical
analytical techniques such as SPSS tool was employed in attaining suitable and pertinent
conclusion from the study. Moreover, the quantitative data gathered was represented with the
help of graphs and tables in simplifying the process of interpretation of the collected data. In
addition, such statistical analysis has also facilitated in converting the opinion of the consumers
into a specified percentage in analysing the respondent insight trends (Oh, Roumani, Nwankpa
and Hu 2017).
3.8. Sampling
Sampling in this research referred to the process of choosing the individuals from the
overall population to be included within the sample for investigation. In the current research of
analysing "Social Media as an Effective Tool for Promotion of Business in Singapore" simple
was gathered through employing methods of survey and distributing questionnaires. Secondary
data collection was also considered in this research in which qualitative data was gathered from
sources such as the journals, previous studies and articles that were already available for the
researcher to incorporate and use. Moreover, qualitative data was also gathered by means of
structured interviews (Andrews and Shimp 2017). This data collection method facilitated in
attaining the required personal perspectives of the interviewees.
3.7. Data Analysis
The data gathered was analysed by employing certain effective data analytical
techniques. The quantitative data gathered was analysed by following the method of converting
the acquired data in statistical figures and numbers. Such statistical figures facilitated the
researcher in attaining accurate and empirical findings (Oh, Roumani, Nwankpa and Hu 2017).
The qualitative data attained from the interviews were analysed and interpreted through
recording and documenting the interviews. In consideration, effective selection of statistical
analytical techniques such as SPSS tool was employed in attaining suitable and pertinent
conclusion from the study. Moreover, the quantitative data gathered was represented with the
help of graphs and tables in simplifying the process of interpretation of the collected data. In
addition, such statistical analysis has also facilitated in converting the opinion of the consumers
into a specified percentage in analysing the respondent insight trends (Oh, Roumani, Nwankpa
and Hu 2017).
3.8. Sampling
Sampling in this research referred to the process of choosing the individuals from the
overall population to be included within the sample for investigation. In the current research of
analysing "Social Media as an Effective Tool for Promotion of Business in Singapore" simple
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28SOCIAL MEDIA AS AN EFFECTIVE TOOL
random sampling technique was employed in which the targeted responses for the researchwas
selected from a larger population (Flanigan and Obermier 2016). Selecting this sampling
technique also facilitated the researcher in selecting the most important primary data source for
attaining important information that is aligned with the aim and objectives of the study. The
simple random sampling technique has also been employed in order to effectively carry out a
survey with the professionals as it offers equal opportunities to all the targeted respondents to get
selected for the research (Flanigan and Obermier 2016). For this reason, the quantitative data has
been attained from a huge sampling through using this sampling technique. For the current
research, 20 employees engaged in the social media promotion of consumer businesses in
Singapore were selected. Moreover, one brand promotion manager of one of the most renowned
retail companies in Singapore was interviewed in analysing their active social media use for
promoting their brand. This sample population was selected as they are the active social media
users those attain knowledge and experience regarding social media promotion and has
experience within the consumer business industry for over five years.
3.9. Reliability and Validity
Measurement of reliability and validity is applicable to most quantitative researches
thatanalyse the issue of causality along with independent and dependent variables. In order to
attain increased reliability and validity within the current research of analysing "Social Media as
an Effective Tool for Promotion of Business in Singapore", certain important previous researches
have been analysed in a detailed manner (Flanigan and Obermier 2016). Accordingly, the
variables within the questionnaire were selected in analysing the link between the social media
tools used and the effectiveness of business promotion attained. Moreover, the reliability and
validity of this study were also ensured through conducting a pilot study before the main data
random sampling technique was employed in which the targeted responses for the researchwas
selected from a larger population (Flanigan and Obermier 2016). Selecting this sampling
technique also facilitated the researcher in selecting the most important primary data source for
attaining important information that is aligned with the aim and objectives of the study. The
simple random sampling technique has also been employed in order to effectively carry out a
survey with the professionals as it offers equal opportunities to all the targeted respondents to get
selected for the research (Flanigan and Obermier 2016). For this reason, the quantitative data has
been attained from a huge sampling through using this sampling technique. For the current
research, 20 employees engaged in the social media promotion of consumer businesses in
Singapore were selected. Moreover, one brand promotion manager of one of the most renowned
retail companies in Singapore was interviewed in analysing their active social media use for
promoting their brand. This sample population was selected as they are the active social media
users those attain knowledge and experience regarding social media promotion and has
experience within the consumer business industry for over five years.
3.9. Reliability and Validity
Measurement of reliability and validity is applicable to most quantitative researches
thatanalyse the issue of causality along with independent and dependent variables. In order to
attain increased reliability and validity within the current research of analysing "Social Media as
an Effective Tool for Promotion of Business in Singapore", certain important previous researches
have been analysed in a detailed manner (Flanigan and Obermier 2016). Accordingly, the
variables within the questionnaire were selected in analysing the link between the social media
tools used and the effectiveness of business promotion attained. Moreover, the reliability and
validity of this study were also ensured through conducting a pilot study before the main data
29SOCIAL MEDIA AS AN EFFECTIVE TOOL
collection. The participation of the respondents within the study was observed to be voluntary. It
was also gathered from the pilot test that the survey participants were interested in the research
and were willing to take the survey seriously. This ensured the reliability of the study findings
and collected data (Flanigan and Obermier 2016).
3.10. Ethical Consideration
Every research deals with ethical concerns and related criterions thatareneeded to be
addressed in sustaining the authenticity of the research conducted. The researcher has made sure
to fulfil the ethical requirements along with ideologues in attaining results those have not been
attained by unfair or extricated means (Flanigan and Obermier 2016). In the current research,
ethical considerations and norms were followed in accomplishing the study in a concrete and
ethical manner. In this research, no coercion amount has been employed and informed consent
from the survey participants was gathered. Prior to the research, the participants were ensured
regarding the unanimity and confidentiality of their contribution. Research has also justified the
idea that prioritizing the confidentiality and privacy of the survey participants were considered
important in abiding by the ethical standards (Flanigan and Obermier 2016). The survey was
conducted that facilitated participants to provide their opinions regarding disclosure of sensitive
or irrelevant information.
3.11. Summary
From analysing the research methodology section, it has been gathered that the research
was strictly accomplished through employing positivism philosophy as it is greatly centred on
the empirical nature of the collected data. Theresearch has employed an investigative approach to
using primary and secondary data. Moreover, the simple random sampling technique has also
been employed in order to effectively carry out a survey with the professionals as it offers equal
collection. The participation of the respondents within the study was observed to be voluntary. It
was also gathered from the pilot test that the survey participants were interested in the research
and were willing to take the survey seriously. This ensured the reliability of the study findings
and collected data (Flanigan and Obermier 2016).
3.10. Ethical Consideration
Every research deals with ethical concerns and related criterions thatareneeded to be
addressed in sustaining the authenticity of the research conducted. The researcher has made sure
to fulfil the ethical requirements along with ideologues in attaining results those have not been
attained by unfair or extricated means (Flanigan and Obermier 2016). In the current research,
ethical considerations and norms were followed in accomplishing the study in a concrete and
ethical manner. In this research, no coercion amount has been employed and informed consent
from the survey participants was gathered. Prior to the research, the participants were ensured
regarding the unanimity and confidentiality of their contribution. Research has also justified the
idea that prioritizing the confidentiality and privacy of the survey participants were considered
important in abiding by the ethical standards (Flanigan and Obermier 2016). The survey was
conducted that facilitated participants to provide their opinions regarding disclosure of sensitive
or irrelevant information.
3.11. Summary
From analysing the research methodology section, it has been gathered that the research
was strictly accomplished through employing positivism philosophy as it is greatly centred on
the empirical nature of the collected data. Theresearch has employed an investigative approach to
using primary and secondary data. Moreover, the simple random sampling technique has also
been employed in order to effectively carry out a survey with the professionals as it offers equal
30SOCIAL MEDIA AS AN EFFECTIVE TOOL
opportunities to all the targeted respondents to get selected for the research. In consideration,
effective selection of statistical analytical techniques such as SPSS tool was employed in
attaining suitable and pertinent conclusion from the study.
Chapter 4: Results and Discussion
4.1. Findings and Results
Descriptive Statistics
Descriptive Statistics
N Range Minimum Maximum Mean Std. Deviation Variance
Statistic Statistic Statistic Statistic Statistic Std. Error Statistic Statistic
V2 20 4 1 5 4.25 .228 1.020 1.039
V3 20 3 2 5 4.10 .250 1.119 1.253
V4 20 3 2 5 4.00 .205 .918 .842
V5 20 3 2 5 4.10 .250 1.119 1.253
V6 20 3 2 5 4.45 .185 .826 .682
V7 20 3 2 5 4.20 .236 1.056 1.116
V8 20 4 1 5 3.95 .256 1.146 1.313
V9 20 3 2 5 3.90 .270 1.210 1.463
V10 20 4 1 5 4.10 .280 1.252 1.568
V11 20 3 2 5 3.95 .276 1.234 1.524
Valid N (listwise) 20
Regression Analysis
Descriptive Statistics
Mean Std. Deviation N
V2 4.25 1.020 20
V3 4.10 1.119 20
V4 4.00 .918 20
V5 4.10 1.119 20
opportunities to all the targeted respondents to get selected for the research. In consideration,
effective selection of statistical analytical techniques such as SPSS tool was employed in
attaining suitable and pertinent conclusion from the study.
Chapter 4: Results and Discussion
4.1. Findings and Results
Descriptive Statistics
Descriptive Statistics
N Range Minimum Maximum Mean Std. Deviation Variance
Statistic Statistic Statistic Statistic Statistic Std. Error Statistic Statistic
V2 20 4 1 5 4.25 .228 1.020 1.039
V3 20 3 2 5 4.10 .250 1.119 1.253
V4 20 3 2 5 4.00 .205 .918 .842
V5 20 3 2 5 4.10 .250 1.119 1.253
V6 20 3 2 5 4.45 .185 .826 .682
V7 20 3 2 5 4.20 .236 1.056 1.116
V8 20 4 1 5 3.95 .256 1.146 1.313
V9 20 3 2 5 3.90 .270 1.210 1.463
V10 20 4 1 5 4.10 .280 1.252 1.568
V11 20 3 2 5 3.95 .276 1.234 1.524
Valid N (listwise) 20
Regression Analysis
Descriptive Statistics
Mean Std. Deviation N
V2 4.25 1.020 20
V3 4.10 1.119 20
V4 4.00 .918 20
V5 4.10 1.119 20
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31SOCIAL MEDIA AS AN EFFECTIVE TOOL
V6 4.45 .826 20
V7 4.20 1.056 20
V8 3.95 1.146 20
V9 3.90 1.210 20
V10 4.10 1.252 20
V11 3.95 1.234 20
Correlations
V2 V3 V4 V5 V6 V7 V8 V9 V10 V11
Pearson
Correlation
V2 1.000 .715 .563 .484 .297 .391 .687 .576 .598 .554
V3 .715 1.000 .666 .874 .461 .739 .743 .902 .593 .842
V4 .563 .666 1.000 .615 .625 .543 .701 .806 .687 .790
V5 .484 .874 .615 1.000 .461 .784 .825 .824 .330 .728
V6 .297 .461 .625 .461 1.000 .495 .359 .364 .260 .436
V7 .391 .739 .543 .784 .495 1.000 .617 .717 .263 .815
V8 .687 .743 .701 .825 .359 .617 1.000 .756 .517 .668
V9 .576 .902 .806 .824 .364 .717 .756 1.000 .737 .948
V10 .598 .593 .687 .330 .260 .263 .517 .737 1.000 .718
V11 .554 .842 .790 .728 .436 .815 .668 .948 .718 1.000
Sig. (1-tailed)
V2 . .000 .005 .015 .102 .044 .000 .004 .003 .006
V3 .000 . .001 .000 .020 .000 .000 .000 .003 .000
V4 .005 .001 . .002 .002 .007 .000 .000 .000 .000
V5 .015 .000 .002 . .020 .000 .000 .000 .077 .000
V6 .102 .020 .002 .020 . .013 .060 .057 .135 .027
V7 .044 .000 .007 .000 .013 . .002 .000 .132 .000
V8 .000 .000 .000 .000 .060 .002 . .000 .010 .001
V9 .004 .000 .000 .000 .057 .000 .000 . .000 .000
V10 .003 .003 .000 .077 .135 .132 .010 .000 . .000
V11 .006 .000 .000 .000 .027 .000 .001 .000 .000 .
N V2 20 20 20 20 20 20 20 20 20 20
V3 20 20 20 20 20 20 20 20 20 20
V4 20 20 20 20 20 20 20 20 20 20
V5 20 20 20 20 20 20 20 20 20 20
V6 20 20 20 20 20 20 20 20 20 20
V7 20 20 20 20 20 20 20 20 20 20
V8 20 20 20 20 20 20 20 20 20 20
V9 20 20 20 20 20 20 20 20 20 20
V10 20 20 20 20 20 20 20 20 20 20
V6 4.45 .826 20
V7 4.20 1.056 20
V8 3.95 1.146 20
V9 3.90 1.210 20
V10 4.10 1.252 20
V11 3.95 1.234 20
Correlations
V2 V3 V4 V5 V6 V7 V8 V9 V10 V11
Pearson
Correlation
V2 1.000 .715 .563 .484 .297 .391 .687 .576 .598 .554
V3 .715 1.000 .666 .874 .461 .739 .743 .902 .593 .842
V4 .563 .666 1.000 .615 .625 .543 .701 .806 .687 .790
V5 .484 .874 .615 1.000 .461 .784 .825 .824 .330 .728
V6 .297 .461 .625 .461 1.000 .495 .359 .364 .260 .436
V7 .391 .739 .543 .784 .495 1.000 .617 .717 .263 .815
V8 .687 .743 .701 .825 .359 .617 1.000 .756 .517 .668
V9 .576 .902 .806 .824 .364 .717 .756 1.000 .737 .948
V10 .598 .593 .687 .330 .260 .263 .517 .737 1.000 .718
V11 .554 .842 .790 .728 .436 .815 .668 .948 .718 1.000
Sig. (1-tailed)
V2 . .000 .005 .015 .102 .044 .000 .004 .003 .006
V3 .000 . .001 .000 .020 .000 .000 .000 .003 .000
V4 .005 .001 . .002 .002 .007 .000 .000 .000 .000
V5 .015 .000 .002 . .020 .000 .000 .000 .077 .000
V6 .102 .020 .002 .020 . .013 .060 .057 .135 .027
V7 .044 .000 .007 .000 .013 . .002 .000 .132 .000
V8 .000 .000 .000 .000 .060 .002 . .000 .010 .001
V9 .004 .000 .000 .000 .057 .000 .000 . .000 .000
V10 .003 .003 .000 .077 .135 .132 .010 .000 . .000
V11 .006 .000 .000 .000 .027 .000 .001 .000 .000 .
N V2 20 20 20 20 20 20 20 20 20 20
V3 20 20 20 20 20 20 20 20 20 20
V4 20 20 20 20 20 20 20 20 20 20
V5 20 20 20 20 20 20 20 20 20 20
V6 20 20 20 20 20 20 20 20 20 20
V7 20 20 20 20 20 20 20 20 20 20
V8 20 20 20 20 20 20 20 20 20 20
V9 20 20 20 20 20 20 20 20 20 20
V10 20 20 20 20 20 20 20 20 20 20
32SOCIAL MEDIA AS AN EFFECTIVE TOOL
V11 20 20 20 20 20 20 20 20 20 20
Model Summary
Model R R
Square
Adjusted R
Square
Std. An error
of the
Estimate
Change Statistics
R Square
Change
F
Change
df1 df2 Sig. F
Change
1 .991a .982 .967 .187 .982 61.941 9 10 .000
a. Predictors: (Constant), V11, V6, V8, V10, V3, V4, V5, V7, V9
Coefficientsa
Model Unstandardize
d Coefficients
Standardize
d
Coefficients
t Sig. 95.0%
Confidence
Interval for B
Correlations Collinearity
Statistics
B Std.
Error
Beta Lower
Boun
d
Upper
Boun
d
Zero
-
order
Partia
l
Part Toleranc
e
VIF
1
(Constant
) 1.324 .368 3.601 .00
5 .504 2.143
V3 2.000 .132 2.196 15.16
1
.00
0 1.706 2.294 .715 .979 .63
6 .084 11.900
V4 1.959 .257 1.763 7.610 .00
0 1.385 2.532 .563 .923 .31
9 .033 30.456
V5 1.786 .406 1.961 4.401 .00
1 .882 2.690 .484 .812 .18
5 .009 112.62
5
V6 -1.682 .224 -1.362 -7.523 .00
0 -2.180 -1.184 .297 -.922 -.31
6 .054 18.602
V7 -.597 .189 -.619 -3.160 .01
0 -1.018 -.176 .391 -.707 -.13
3 .046 21.766
V8 -.222 .167 -.249 -1.330 .21
3 -.594 .150 .687 -.388 -.05
6 .050 19.953
V9 -5.596 .665 -6.640 -8.410 .00
0 -7.079 -4.114 .576 -.936 -.35
3 .003 353.69
3
V10 .833 .170 1.023 4.894 .00
1 .454 1.212 .598 .840 .20
5 .040 24.779
V11 2.241 .369 2.713 6.080 .00
0 1.420 3.062 .554 .887 .25
5 .009 112.99
3
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
V11, V6, V8,
V10, V3, V4, V5,
V7, V9b
. Enter
a. Dependent Variable: V2
b. All requested variables entered.
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 19.402 9 2.156 61.941 .000b
Residual .348 10 .035
Total 19.750 19
a. Dependent Variable: V2
b. Predictors: (Constant), V11, V6, V8, V10, V3, V4, V5, V7, V9
V11 20 20 20 20 20 20 20 20 20 20
Model Summary
Model R R
Square
Adjusted R
Square
Std. An error
of the
Estimate
Change Statistics
R Square
Change
F
Change
df1 df2 Sig. F
Change
1 .991a .982 .967 .187 .982 61.941 9 10 .000
a. Predictors: (Constant), V11, V6, V8, V10, V3, V4, V5, V7, V9
Coefficientsa
Model Unstandardize
d Coefficients
Standardize
d
Coefficients
t Sig. 95.0%
Confidence
Interval for B
Correlations Collinearity
Statistics
B Std.
Error
Beta Lower
Boun
d
Upper
Boun
d
Zero
-
order
Partia
l
Part Toleranc
e
VIF
1
(Constant
) 1.324 .368 3.601 .00
5 .504 2.143
V3 2.000 .132 2.196 15.16
1
.00
0 1.706 2.294 .715 .979 .63
6 .084 11.900
V4 1.959 .257 1.763 7.610 .00
0 1.385 2.532 .563 .923 .31
9 .033 30.456
V5 1.786 .406 1.961 4.401 .00
1 .882 2.690 .484 .812 .18
5 .009 112.62
5
V6 -1.682 .224 -1.362 -7.523 .00
0 -2.180 -1.184 .297 -.922 -.31
6 .054 18.602
V7 -.597 .189 -.619 -3.160 .01
0 -1.018 -.176 .391 -.707 -.13
3 .046 21.766
V8 -.222 .167 -.249 -1.330 .21
3 -.594 .150 .687 -.388 -.05
6 .050 19.953
V9 -5.596 .665 -6.640 -8.410 .00
0 -7.079 -4.114 .576 -.936 -.35
3 .003 353.69
3
V10 .833 .170 1.023 4.894 .00
1 .454 1.212 .598 .840 .20
5 .040 24.779
V11 2.241 .369 2.713 6.080 .00
0 1.420 3.062 .554 .887 .25
5 .009 112.99
3
Variables Entered/Removeda
Model Variables
Entered
Variables
Removed
Method
1
V11, V6, V8,
V10, V3, V4, V5,
V7, V9b
. Enter
a. Dependent Variable: V2
b. All requested variables entered.
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 19.402 9 2.156 61.941 .000b
Residual .348 10 .035
Total 19.750 19
a. Dependent Variable: V2
b. Predictors: (Constant), V11, V6, V8, V10, V3, V4, V5, V7, V9
33SOCIAL MEDIA AS AN EFFECTIVE TOOL
a. Dependent Variable: V2
Coefficient Correlationsa
Model V1
1
V6 V8 V
10
V3 V4 V5 V
7
V9
CollinearityDiagnostics
Model Dimension Eigenvalue Condition
Index (Constant) V3 V4
1
1 9.773 1.000 .00 .00 .00
2 .080 11.084 .06 .00 .00
3 .067 12.072 .01 .00 .00
4 .032 17.347 .00 .00 .00
5 .020 22.344 .22 .02 .03
6 .015 25.538 .03 .12 .00
7 .009 32.572 .15 .02 .04
8 .003 53.770 .02 .66 .06
9 .001 105.600 .50 .00 .16
10 .000 279.250 .01 .17 .71
a. Dependent Variable: V2
1
Correl
ations
V
1
1
1.
00
0
-.5
44
-.3
71
.2
49
.2
85
.4
31
.6
93
-.8
22
-.7
98
V
6
-.5
44
1.
00
0
.8
45
-.7
86
-.4
69
-.9
36
-.8
76
.0
94
.8
99
V
8
-.3
71
.8
45
1.
00
0
-.8
46
-.2
88
-.8
51
-.8
64
-.0
35
.7
71
V
1
0
.2
49
-.7
86
-.8
46
1.
00
0
.1
59
.7
42
.8
16
.2
04
-.7
29
V
3
.2
85
-.4
69
-.2
88
.1
59
1.
00
0
.4
89
.2
29
-.1
43
-.4
55
V
4
.4
31
-.9
36
-.8
51
.7
42
.4
89
1.
00
0
.8
09
-.0
12
-.8
36
V
5
.6
93
-.8
76
-.8
64
.8
16
.2
29
.8
09
1.
00
0
-.3
12
-.9
41
V
7
-.8
22
.0
94
-.0
35
.2
04
-.1
43
-.0
12
-.3
12
1.
00
0
.3
93
V
9
-.7
98
.8
99
.7
71
-.7
29
-.4
55
-.8
36
-.9
41
.3
93
1.
00
0
Covar
iance
s
V
1
1
.1
36
-.0
45
-.0
23
.0
16
.0
14
.0
41
.1
04
-.0
57
-.1
96
V
6
-.0
45
.0
50
.0
32
-.0
30
-.0
14
-.0
54
-.0
79
.0
04
.1
34
V
8
-.0
23
.0
32
.0
28
-.0
24
-.0
06
-.0
37
-.0
58
-.0
01
.0
86
V
1
0
.0
16
-.0
30
-.0
24
.0
29
.0
04
.0
32
.0
56
.0
07
-.0
83
V
3
.0
14
-.0
14
-.0
06
.0
04
.0
17
.0
17
.0
12
-.0
04
-.0
40
V
4
.0
41
-.0
54
-.0
37
.0
32
.0
17
.0
66
.0
84
-.0
01
-.1
43
V
5
.1
04
-.0
79
-.0
58
.0
56
.0
12
.0
84
.1
65
-.0
24
-.2
54
V -.0 .0 -.0 .0 -.0 -.0 -.0 .0 .0
a. Dependent Variable: V2
Coefficient Correlationsa
Model V1
1
V6 V8 V
10
V3 V4 V5 V
7
V9
CollinearityDiagnostics
Model Dimension Eigenvalue Condition
Index (Constant) V3 V4
1
1 9.773 1.000 .00 .00 .00
2 .080 11.084 .06 .00 .00
3 .067 12.072 .01 .00 .00
4 .032 17.347 .00 .00 .00
5 .020 22.344 .22 .02 .03
6 .015 25.538 .03 .12 .00
7 .009 32.572 .15 .02 .04
8 .003 53.770 .02 .66 .06
9 .001 105.600 .50 .00 .16
10 .000 279.250 .01 .17 .71
a. Dependent Variable: V2
1
Correl
ations
V
1
1
1.
00
0
-.5
44
-.3
71
.2
49
.2
85
.4
31
.6
93
-.8
22
-.7
98
V
6
-.5
44
1.
00
0
.8
45
-.7
86
-.4
69
-.9
36
-.8
76
.0
94
.8
99
V
8
-.3
71
.8
45
1.
00
0
-.8
46
-.2
88
-.8
51
-.8
64
-.0
35
.7
71
V
1
0
.2
49
-.7
86
-.8
46
1.
00
0
.1
59
.7
42
.8
16
.2
04
-.7
29
V
3
.2
85
-.4
69
-.2
88
.1
59
1.
00
0
.4
89
.2
29
-.1
43
-.4
55
V
4
.4
31
-.9
36
-.8
51
.7
42
.4
89
1.
00
0
.8
09
-.0
12
-.8
36
V
5
.6
93
-.8
76
-.8
64
.8
16
.2
29
.8
09
1.
00
0
-.3
12
-.9
41
V
7
-.8
22
.0
94
-.0
35
.2
04
-.1
43
-.0
12
-.3
12
1.
00
0
.3
93
V
9
-.7
98
.8
99
.7
71
-.7
29
-.4
55
-.8
36
-.9
41
.3
93
1.
00
0
Covar
iance
s
V
1
1
.1
36
-.0
45
-.0
23
.0
16
.0
14
.0
41
.1
04
-.0
57
-.1
96
V
6
-.0
45
.0
50
.0
32
-.0
30
-.0
14
-.0
54
-.0
79
.0
04
.1
34
V
8
-.0
23
.0
32
.0
28
-.0
24
-.0
06
-.0
37
-.0
58
-.0
01
.0
86
V
1
0
.0
16
-.0
30
-.0
24
.0
29
.0
04
.0
32
.0
56
.0
07
-.0
83
V
3
.0
14
-.0
14
-.0
06
.0
04
.0
17
.0
17
.0
12
-.0
04
-.0
40
V
4
.0
41
-.0
54
-.0
37
.0
32
.0
17
.0
66
.0
84
-.0
01
-.1
43
V
5
.1
04
-.0
79
-.0
58
.0
56
.0
12
.0
84
.1
65
-.0
24
-.2
54
V -.0 .0 -.0 .0 -.0 -.0 -.0 .0 .0
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34SOCIAL MEDIA AS AN EFFECTIVE TOOL
35SOCIAL MEDIA AS AN EFFECTIVE TOOL
36SOCIAL MEDIA AS AN EFFECTIVE TOOL
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37SOCIAL MEDIA AS AN EFFECTIVE TOOL
38SOCIAL MEDIA AS AN EFFECTIVE TOOL
4.2. Discussion
Social media promotional tools facilitate in improving brand promotion strategies of the
companies through increasing brand awareness and increased the reach of brand-related content
among the target audiences. Such benefits of social media marketing tools are considered to
enhance the brand promotion of the companies in Singapore. The dependent variable that is
selected for the research is the use of social media tools in increasing brand awareness among the
target audiences. The independent variables include the social media marketing strategies
through Facebook, Twitter, YouTube, Instagram, LinkedIn and Twitter. The data analysis
findings have facilitated in explaining the relationship between the variable and the independent
variables.
From analysing the correlations table it has been observed that increased brand awareness
among target consumers has indicated a positive relationship with the use of Facebook
retargeting has facilitated in creation of custom audiences and increased brand engagement
(Significance: 0.000) has a positive association with brand promotion at 0.001% significance
4.2. Discussion
Social media promotional tools facilitate in improving brand promotion strategies of the
companies through increasing brand awareness and increased the reach of brand-related content
among the target audiences. Such benefits of social media marketing tools are considered to
enhance the brand promotion of the companies in Singapore. The dependent variable that is
selected for the research is the use of social media tools in increasing brand awareness among the
target audiences. The independent variables include the social media marketing strategies
through Facebook, Twitter, YouTube, Instagram, LinkedIn and Twitter. The data analysis
findings have facilitated in explaining the relationship between the variable and the independent
variables.
From analysing the correlations table it has been observed that increased brand awareness
among target consumers has indicated a positive relationship with the use of Facebook
retargeting has facilitated in creation of custom audiences and increased brand engagement
(Significance: 0.000) has a positive association with brand promotion at 0.001% significance
39SOCIAL MEDIA AS AN EFFECTIVE TOOL
level. Moreover, there is a positive relationship among use of Hash tags on the social media tool
use has increased brand presence and increased number of followers (Significance: 0.005) has a
positive association with brand promotion at 0.001% significance level. Posting regular image,
gif and video based advertisements on Instagram has attained increased followers on the Brand's
page is positively related to brand promotion (Significance: 0.000) at 0.001% significance level.
Interactive videos regarding brand offerings on YouTube has attained increased visitor
subscriptions (Significance: 0.004) has a positive association with brand promotion at 0.001%
significance level. Posting promotional content on Facebook has increased positive word-of-
mouth among consumers (Significance: 0.003) has a positive association with brand promotion
at 0.001% single tailed significance level.
On the other hand, the findings from the correlation table indicated that posting
innovative conversational video advertisements on Twitter resulted in high consumer
engagement with the brand (significance: 0.015), Facebook contests by the brand has increased
consumer involvement and awareness(significance: 0.102) and creating effective LinkedIn
company page and sharing relevant content (significance: 0.044) in it has attained increased
brand awareness among consumers did not signify positive relationship with increased brand
awareness among consumers. This is because the values of these independent variables were
more than the acceptable significance level that is 0.001%.
From observing the table of Model Summary and Annova it has been signified that the
dependent variable, V2 has a positive relationship with the independent variables V11, V6, V8,
V10, V3, V4, V5, V7 and V9 at 0.000 significance level. Such results indicate that the model as
a whole is significant that confirms the use of all the social media tools such as Twitter,
Facebook, YouTube, Instagram and LinkedIn results in better brand promotion of the companies.
level. Moreover, there is a positive relationship among use of Hash tags on the social media tool
use has increased brand presence and increased number of followers (Significance: 0.005) has a
positive association with brand promotion at 0.001% significance level. Posting regular image,
gif and video based advertisements on Instagram has attained increased followers on the Brand's
page is positively related to brand promotion (Significance: 0.000) at 0.001% significance level.
Interactive videos regarding brand offerings on YouTube has attained increased visitor
subscriptions (Significance: 0.004) has a positive association with brand promotion at 0.001%
significance level. Posting promotional content on Facebook has increased positive word-of-
mouth among consumers (Significance: 0.003) has a positive association with brand promotion
at 0.001% single tailed significance level.
On the other hand, the findings from the correlation table indicated that posting
innovative conversational video advertisements on Twitter resulted in high consumer
engagement with the brand (significance: 0.015), Facebook contests by the brand has increased
consumer involvement and awareness(significance: 0.102) and creating effective LinkedIn
company page and sharing relevant content (significance: 0.044) in it has attained increased
brand awareness among consumers did not signify positive relationship with increased brand
awareness among consumers. This is because the values of these independent variables were
more than the acceptable significance level that is 0.001%.
From observing the table of Model Summary and Annova it has been signified that the
dependent variable, V2 has a positive relationship with the independent variables V11, V6, V8,
V10, V3, V4, V5, V7 and V9 at 0.000 significance level. Such results indicate that the model as
a whole is significant that confirms the use of all the social media tools such as Twitter,
Facebook, YouTube, Instagram and LinkedIn results in better brand promotion of the companies.
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40SOCIAL MEDIA AS AN EFFECTIVE TOOL
From analysing the regression coefficients matrix it has been signified that the dependent
variable V2 provides significant results with the independent variables at 95% confidence level.
From the regression correlation matrix, it is evident that the factors use of Facebook retargeting
has facilitated in creation of custom audiences and increased brand engagement anduse of
Hashtags on the social media tool use has increased brand presence and increased number of
followers increased brand promotion. Moreover,posting regular image, gif and video based
advertisements on Instagram has attained increased followers on the brand's page is positively
related to brand promotion and interactive videos regarding brand offerings on YouTube. This
can alsoresult in increasing visitor subscriptions and posting promotional content on Facebook
has increased positive word-of-mouth among consumers.
From analysing the regression results it is evident that the dependent variable is
statistically significant with the independentvariables at 0.000% significance level. Considering
such results it can be gathered that the alternative hypothesis (H1: Social media acts as an
efficient tool in promotional activities of businesses in Singapore) is accepted as the relationship
between the dependent and the independent rivals is observed to be significant. Such results
confirm that engaging social media promotional content can increase the chances of positive
word-of-mouth about the company’s offerings that can increase its sales. In addition, employing
social media tools by the companies in Singapore can support building brand reputation as a
professional within a specific niche. Social media brand promotion strategies can offer the
business with suitable insights regarding their target audiences. Attaining sufficient knowledge
regarding the target consumer profile can facilitate the marketers in developing creative ways to
reach them through advertising and content. Social media tools enable companies to recognize
changing consumer desires so that the company can cater to their needs. Targeting and catering
From analysing the regression coefficients matrix it has been signified that the dependent
variable V2 provides significant results with the independent variables at 95% confidence level.
From the regression correlation matrix, it is evident that the factors use of Facebook retargeting
has facilitated in creation of custom audiences and increased brand engagement anduse of
Hashtags on the social media tool use has increased brand presence and increased number of
followers increased brand promotion. Moreover,posting regular image, gif and video based
advertisements on Instagram has attained increased followers on the brand's page is positively
related to brand promotion and interactive videos regarding brand offerings on YouTube. This
can alsoresult in increasing visitor subscriptions and posting promotional content on Facebook
has increased positive word-of-mouth among consumers.
From analysing the regression results it is evident that the dependent variable is
statistically significant with the independentvariables at 0.000% significance level. Considering
such results it can be gathered that the alternative hypothesis (H1: Social media acts as an
efficient tool in promotional activities of businesses in Singapore) is accepted as the relationship
between the dependent and the independent rivals is observed to be significant. Such results
confirm that engaging social media promotional content can increase the chances of positive
word-of-mouth about the company’s offerings that can increase its sales. In addition, employing
social media tools by the companies in Singapore can support building brand reputation as a
professional within a specific niche. Social media brand promotion strategies can offer the
business with suitable insights regarding their target audiences. Attaining sufficient knowledge
regarding the target consumer profile can facilitate the marketers in developing creative ways to
reach them through advertising and content. Social media tools enable companies to recognize
changing consumer desires so that the company can cater to their needs. Targeting and catering
41SOCIAL MEDIA AS AN EFFECTIVE TOOL
specific needs of their consumers can lead to increased conversion rates, brand awareness among
consumers, consumer association and loyalty towards the brand offerings and increased overall
sales. The findings from the data analysis confirm that the companies in Singapore must make
efficient use of social media tools in increasing reach of their brandpromotional content and for
sustaining its competitive position in the industry.
From analysing the consumer response in the graphs indicated above, it has been
gathered that from among 20 respondents 50% of them indicated that through using the social
media tools the companies can attain the advantages of increased brand awareness among the
target audiences. In addition, the survey respondents also revealed that 50% or 10 among 20
employees stated that employing Facebook retargeting can facilitate the companies to develop
custom audiences along with increasing brand engagement of the target consumers. Moreover,
the survey responses also revealed that 35% or 7 among 20 survey respondents presented a view
that through the implementation of hashtags on the social media tools use can facilitate the
marketers in increasing the companies brand presence along with increasing the number of
followers. It has also been gathered from the survey response that more than 50% or 10 among
20 respondents stated that posting innovative conventional video advertisements on Twitter can
result in increased consumer involvement with the brand. It is also evident from the survey that
more than 60% or 12 among the 20 employees confirmed that Facebook contests by the brand
have increased the consumers' awareness along with increased involvement of them with the
brand.
From the survey conducted it has been indicated that among 20 employees most of them
that contributed to 55% or 11 respondents stated that generating effective LinkedIn company
page along with sharing relevant content can facilitate the companies in Singapore to attain better
specific needs of their consumers can lead to increased conversion rates, brand awareness among
consumers, consumer association and loyalty towards the brand offerings and increased overall
sales. The findings from the data analysis confirm that the companies in Singapore must make
efficient use of social media tools in increasing reach of their brandpromotional content and for
sustaining its competitive position in the industry.
From analysing the consumer response in the graphs indicated above, it has been
gathered that from among 20 respondents 50% of them indicated that through using the social
media tools the companies can attain the advantages of increased brand awareness among the
target audiences. In addition, the survey respondents also revealed that 50% or 10 among 20
employees stated that employing Facebook retargeting can facilitate the companies to develop
custom audiences along with increasing brand engagement of the target consumers. Moreover,
the survey responses also revealed that 35% or 7 among 20 survey respondents presented a view
that through the implementation of hashtags on the social media tools use can facilitate the
marketers in increasing the companies brand presence along with increasing the number of
followers. It has also been gathered from the survey response that more than 50% or 10 among
20 respondents stated that posting innovative conventional video advertisements on Twitter can
result in increased consumer involvement with the brand. It is also evident from the survey that
more than 60% or 12 among the 20 employees confirmed that Facebook contests by the brand
have increased the consumers' awareness along with increased involvement of them with the
brand.
From the survey conducted it has been indicated that among 20 employees most of them
that contributed to 55% or 11 respondents stated that generating effective LinkedIn company
page along with sharing relevant content can facilitate the companies in Singapore to attain better
42SOCIAL MEDIA AS AN EFFECTIVE TOOL
brand awareness among consumers. In addition, the survey results presented on the graph
signified that 40% or 8 among the participating employees stated that posting regular gifs, image
along with video-based brand advertisements on the Instagram page of the company can result in
the increased number of followers on the pages. Moreover, the graph of the survey results
revealed that among 2o employee those participated in the survey 45% or 9 of them confirmed
that positing interactive videos focussed on the brand offerings on the YouTube can facilitate in
attaining increased subscriptions from the visitors on the brands' channel. It is confirmed from
the survey results and the data analysis findings that employing social media tools can facilitate
in enhancing consumer service and relationship building strategy of the brand. This can be
confirmed as most of the consumers these days are employing social media platforms as a direct
point of contact with different brands as they expect a reaction from the brand. Considering the
same, using social media channels as a brand promotion tool can support companies in
communicating with their target audiences along with ensuring exceptional consumer service to
them that further increases their brand association.
The results gathered from the computation of regression and descriptive statistical
analysis revealed that employing social media tools can offer increased brand promotion
advantages to the companies as current conversations, topics and news related with the
company's offerings are discussed on the social media channels. This can assist the businesses in
solving specific issues or queries from the audiences regarding brand offerings through creating
a support group on social media. Posting promotional advertisements regarding the brand
offerings is also proved to increase reviews of the brand’s posts on social media by its target
consumers. Responding to these audiences’ online reviews on the promotional messages of the
brand can support the company in developing a strong relationship with the target audiences.
brand awareness among consumers. In addition, the survey results presented on the graph
signified that 40% or 8 among the participating employees stated that posting regular gifs, image
along with video-based brand advertisements on the Instagram page of the company can result in
the increased number of followers on the pages. Moreover, the graph of the survey results
revealed that among 2o employee those participated in the survey 45% or 9 of them confirmed
that positing interactive videos focussed on the brand offerings on the YouTube can facilitate in
attaining increased subscriptions from the visitors on the brands' channel. It is confirmed from
the survey results and the data analysis findings that employing social media tools can facilitate
in enhancing consumer service and relationship building strategy of the brand. This can be
confirmed as most of the consumers these days are employing social media platforms as a direct
point of contact with different brands as they expect a reaction from the brand. Considering the
same, using social media channels as a brand promotion tool can support companies in
communicating with their target audiences along with ensuring exceptional consumer service to
them that further increases their brand association.
The results gathered from the computation of regression and descriptive statistical
analysis revealed that employing social media tools can offer increased brand promotion
advantages to the companies as current conversations, topics and news related with the
company's offerings are discussed on the social media channels. This can assist the businesses in
solving specific issues or queries from the audiences regarding brand offerings through creating
a support group on social media. Posting promotional advertisements regarding the brand
offerings is also proved to increase reviews of the brand’s posts on social media by its target
consumers. Responding to these audiences’ online reviews on the promotional messages of the
brand can support the company in developing a strong relationship with the target audiences.
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43SOCIAL MEDIA AS AN EFFECTIVE TOOL
This can further facilitate the brand in increasing the chances of gathering new leads or being
referred to an increased number of prospective consumers all over the world. In addition, it has
also been confirmed from the data analysis results that in case the followers are interested within
the social media promotional content of the brand, they will be more likely to share it with the
followers of the brand on the social media page. In addition, the findings also confirmed that
Facebook retargeting serves as an effective social media brand promotional tool as it is a paid
strategy that facilitates the brand’s content to follow the recent visitors wherever they go online.
This can serve as a reminder of the consumers’ latest website visit of the brand. The more
visitors visit the page of the brand, the more likely that they will engage with the brand’s
promotional content.
Interview Findings Analysis
1) How the use of social media marketing tools helped to ensure the success of your
company?
The brand promotion manager of retail company in Singapore responded on this question
through stating that implementation of an effective combination of social media tools has
facilitated the company in ensuring its success in the fiercelycompetitive business environment.
The manager also responded that employing the social media tools in communicating and related
promotional content has facilitated the company’s marketers in effectively communicating with
peers, consumers along with potential consumers internationally. It facilitated in personalizing
the brand that has supported the brand in spreading messages in a conversational manner.
Moreover, from such response, it can be elucidated that employing social media as a brand
promotion tool can support the companies of Singapore in taking advantages of low-cost
This can further facilitate the brand in increasing the chances of gathering new leads or being
referred to an increased number of prospective consumers all over the world. In addition, it has
also been confirmed from the data analysis results that in case the followers are interested within
the social media promotional content of the brand, they will be more likely to share it with the
followers of the brand on the social media page. In addition, the findings also confirmed that
Facebook retargeting serves as an effective social media brand promotional tool as it is a paid
strategy that facilitates the brand’s content to follow the recent visitors wherever they go online.
This can serve as a reminder of the consumers’ latest website visit of the brand. The more
visitors visit the page of the brand, the more likely that they will engage with the brand’s
promotional content.
Interview Findings Analysis
1) How the use of social media marketing tools helped to ensure the success of your
company?
The brand promotion manager of retail company in Singapore responded on this question
through stating that implementation of an effective combination of social media tools has
facilitated the company in ensuring its success in the fiercelycompetitive business environment.
The manager also responded that employing the social media tools in communicating and related
promotional content has facilitated the company’s marketers in effectively communicating with
peers, consumers along with potential consumers internationally. It facilitated in personalizing
the brand that has supported the brand in spreading messages in a conversational manner.
Moreover, from such response, it can be elucidated that employing social media as a brand
promotion tool can support the companies of Singapore in taking advantages of low-cost
44SOCIAL MEDIA AS AN EFFECTIVE TOOL
advertising features along with regularly promoting content and special offers. This can increase
audience reach and can ensure business growth.
2) How consumers have responded to the companies’ social media marketing strategies?
The interview response gathered from the brand promotion manager indicated that the
consumers have provided a highly positive response to the social media marketing strategies
development of the company. The interviewee also stated that the consumers of the company in
Singapore prefer to purchase from the brand as it appears to be famous on the social media
platforms with high public social media profiles and is highly responsive to consumers on social
media. The brand promotion manager also ensured that the consumers are getting attached to the
brand are increasing their purchases as they feel that the social media pages of the company are
being responsive, offering promotions, providing informative content, sharing interesting visuals
and offering exclusive content in comparison to its competitors. Such aspects are increasing
consumer engagement with the brand on the social media platform.
3) What social media marketing goals do you plan to develop for the future in ensuring
better brand promotion?
In response to this question, the brand promotion manager of the Singaporean retail company
stated that the company is planning to develop certain innovative social media marketing goals
that can ensure farther enhancement in its brand promotion strategies in all the social media
channels employed. The interviewee also responded that the best social media marketing
strategies that are considered to be followed by the Singapore retail company in improving its
brand promotion on social media channels consider the following:
advertising features along with regularly promoting content and special offers. This can increase
audience reach and can ensure business growth.
2) How consumers have responded to the companies’ social media marketing strategies?
The interview response gathered from the brand promotion manager indicated that the
consumers have provided a highly positive response to the social media marketing strategies
development of the company. The interviewee also stated that the consumers of the company in
Singapore prefer to purchase from the brand as it appears to be famous on the social media
platforms with high public social media profiles and is highly responsive to consumers on social
media. The brand promotion manager also ensured that the consumers are getting attached to the
brand are increasing their purchases as they feel that the social media pages of the company are
being responsive, offering promotions, providing informative content, sharing interesting visuals
and offering exclusive content in comparison to its competitors. Such aspects are increasing
consumer engagement with the brand on the social media platform.
3) What social media marketing goals do you plan to develop for the future in ensuring
better brand promotion?
In response to this question, the brand promotion manager of the Singaporean retail company
stated that the company is planning to develop certain innovative social media marketing goals
that can ensure farther enhancement in its brand promotion strategies in all the social media
channels employed. The interviewee also responded that the best social media marketing
strategies that are considered to be followed by the Singapore retail company in improving its
brand promotion on social media channels consider the following:
45SOCIAL MEDIA AS AN EFFECTIVE TOOL
Setting goals which address the company’s largest challenges in comparison to
competitors
Conducting research on audience needs and changing consumer trends and preferences
Establishing most vita metrics in brand promotion
Constant monitoring on the social media marketing strategies of the business rivals
Generating an innovative and engaging social media content
Regularly monitoring the success of the social media brand promotion campaign to make
necessary changes from time to time in keeping consumers associated with the brand
over a long time
Chapter 5: Conclusion, Recommendations and Limitations
5.1. Conclusion
The aim of the research was to analyse the role of social media as an effective tool in
promoting business within Singapore. From the literature review section evaluation, it has been
gathered that social media marketing can be effective in Singapore in offering timely and
effective information required by consumers with an objective to bridge the gap between the
reality and the expectation. Moreover, there is an increased importance of consumers’ perception
in Singapore on overall marketing activities regardless of their readiness of acceptance of new
social media new technology. In the Singapore market, the perceived fit served as another factor
that marketers consider for social media shopping. It is considered as the similarity degree
between the existing products with its extended new version affiliated to the recognized brand.
The literature review arguments also accepted that the social media serves as an efficient tool
and in order to implement its usage it is vital to remove to deal with the related hurdles. In
Setting goals which address the company’s largest challenges in comparison to
competitors
Conducting research on audience needs and changing consumer trends and preferences
Establishing most vita metrics in brand promotion
Constant monitoring on the social media marketing strategies of the business rivals
Generating an innovative and engaging social media content
Regularly monitoring the success of the social media brand promotion campaign to make
necessary changes from time to time in keeping consumers associated with the brand
over a long time
Chapter 5: Conclusion, Recommendations and Limitations
5.1. Conclusion
The aim of the research was to analyse the role of social media as an effective tool in
promoting business within Singapore. From the literature review section evaluation, it has been
gathered that social media marketing can be effective in Singapore in offering timely and
effective information required by consumers with an objective to bridge the gap between the
reality and the expectation. Moreover, there is an increased importance of consumers’ perception
in Singapore on overall marketing activities regardless of their readiness of acceptance of new
social media new technology. In the Singapore market, the perceived fit served as another factor
that marketers consider for social media shopping. It is considered as the similarity degree
between the existing products with its extended new version affiliated to the recognized brand.
The literature review arguments also accepted that the social media serves as an efficient tool
and in order to implement its usage it is vital to remove to deal with the related hurdles. In
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46SOCIAL MEDIA AS AN EFFECTIVE TOOL
addressing the identified research gap, the current research will focus on analysing the impact of
social media platforms in promoting the business of the organizations within Singapore.
The research considered that the data gathered was analysed by employing certain
effective data analytical techniques. The quantitative data gathered was analysed by following
the method of converting the acquired data in statistical figures and numbers. Such statistical
figures facilitated the researcher in attaining accurate and empirical findings. Moreover, the
quantitative data gathered was represented with the help of graphs and tables in simplifying the
process of interpretation of the collected data. In addition, such statistical analysis has also
facilitated in converting the opinion of the consumers into a specified percentage in analysing the
respondent insight trends. In addition, ethical considerations and norms were followed in
accomplishing the study in a concrete and ethical manner. In this research, no coercion amount
has been employed and informed consent from the survey participants was gathered. Prior to the
research, the participants were ensured regarding the unanimity and confidentiality of their
contribution. Research has also justified the idea that prioritizing the confidentiality and privacy
of the survey participants were considered important in abiding by the ethical standards.
The findings confirmed that employing social media platforms such as Facebook can ensure the
rapid generation of the consumer support, loyalty along with making sure that there is increased
involvement of consumers with the companies and the brands. The consumers from all over the
world can reveal any update within Facebook associated with the business organization. Results
also elucidated that social media serves as a significant tool as it facilitates business companies
to reach out to target consumers on a constant basis. It has also been observed that the social
media usage for the business promotional activities can make a sure increased purchase by the
consumers as it results in increased brand reorganization by the consumers. The statistical data
addressing the identified research gap, the current research will focus on analysing the impact of
social media platforms in promoting the business of the organizations within Singapore.
The research considered that the data gathered was analysed by employing certain
effective data analytical techniques. The quantitative data gathered was analysed by following
the method of converting the acquired data in statistical figures and numbers. Such statistical
figures facilitated the researcher in attaining accurate and empirical findings. Moreover, the
quantitative data gathered was represented with the help of graphs and tables in simplifying the
process of interpretation of the collected data. In addition, such statistical analysis has also
facilitated in converting the opinion of the consumers into a specified percentage in analysing the
respondent insight trends. In addition, ethical considerations and norms were followed in
accomplishing the study in a concrete and ethical manner. In this research, no coercion amount
has been employed and informed consent from the survey participants was gathered. Prior to the
research, the participants were ensured regarding the unanimity and confidentiality of their
contribution. Research has also justified the idea that prioritizing the confidentiality and privacy
of the survey participants were considered important in abiding by the ethical standards.
The findings confirmed that employing social media platforms such as Facebook can ensure the
rapid generation of the consumer support, loyalty along with making sure that there is increased
involvement of consumers with the companies and the brands. The consumers from all over the
world can reveal any update within Facebook associated with the business organization. Results
also elucidated that social media serves as a significant tool as it facilitates business companies
to reach out to target consumers on a constant basis. It has also been observed that the social
media usage for the business promotional activities can make a sure increased purchase by the
consumers as it results in increased brand reorganization by the consumers. The statistical data
47SOCIAL MEDIA AS AN EFFECTIVE TOOL
also justified the fact that the social media users within Singapore are increasing with each
passing year. Moreover, it was also revealed that Within Singapore, the implementation of social
media can facilitate in developing innovative business models for the companies. The current
researches have also indicated that within Singapore, the suitable employment of the social
media promotional tool and facilitate in the promotion of the respective companies along with its
brands. This is indicated in case of the implementation of social media platforms by Starbucks
within Singapore. The social media tool has facilitated Starbucks in Singapore in attaining data
regarding consumer management along with satisfaction. Moreover, it has also been observed
that the suitable implementation of social media as a promotional tool for the businesses also
relies on the existing political restrictions as well as ambiance.
It has been gathered from the research findings that social media promotional tools
facilitate in improving brand promotion strategies of the companies through increasing brand
awareness and increased the reach of brand-related content among the target audiences. Such
benefits of social media marketing tools are considered to enhance the brand promotion of the
companies in Singapore. The dependent variable that is selected for the research is the use of
social media tools in increasing brand awareness among the target audiences. The independent
variables include the social media marketing strategies through Facebook, Twitter, YouTube,
Instagram, LinkedIn and Twitter. The data analysis findings have facilitated in explaining the
relationship between the variable and the independent variables. Moreover, it is also evident
from the research that the factors use of Facebook retargeting has facilitated in creation of
custom audiences and increased brand engagement and use of Hashtags on the social media tool
use has increased brand presence and increased number of followers increased brand promotion.
Moreover, posting regular image, gif and video based advertisements on Instagram has attained
also justified the fact that the social media users within Singapore are increasing with each
passing year. Moreover, it was also revealed that Within Singapore, the implementation of social
media can facilitate in developing innovative business models for the companies. The current
researches have also indicated that within Singapore, the suitable employment of the social
media promotional tool and facilitate in the promotion of the respective companies along with its
brands. This is indicated in case of the implementation of social media platforms by Starbucks
within Singapore. The social media tool has facilitated Starbucks in Singapore in attaining data
regarding consumer management along with satisfaction. Moreover, it has also been observed
that the suitable implementation of social media as a promotional tool for the businesses also
relies on the existing political restrictions as well as ambiance.
It has been gathered from the research findings that social media promotional tools
facilitate in improving brand promotion strategies of the companies through increasing brand
awareness and increased the reach of brand-related content among the target audiences. Such
benefits of social media marketing tools are considered to enhance the brand promotion of the
companies in Singapore. The dependent variable that is selected for the research is the use of
social media tools in increasing brand awareness among the target audiences. The independent
variables include the social media marketing strategies through Facebook, Twitter, YouTube,
Instagram, LinkedIn and Twitter. The data analysis findings have facilitated in explaining the
relationship between the variable and the independent variables. Moreover, it is also evident
from the research that the factors use of Facebook retargeting has facilitated in creation of
custom audiences and increased brand engagement and use of Hashtags on the social media tool
use has increased brand presence and increased number of followers increased brand promotion.
Moreover, posting regular image, gif and video based advertisements on Instagram has attained
48SOCIAL MEDIA AS AN EFFECTIVE TOOL
increased followers on the brand's page is positively related to brand promotion and interactive
videos regarding brand offerings on YouTube. This can also result in increasing visitor
subscriptions and posting promotional content on Facebook has increased positive word-of-
mouth among consumers.
The findings revealed that it can also be analysed from the framework that the research
findings will be focused on establishing the relevance and efficiency of social media as an
important tool for the promotion of business. The research is also anticipated to attain an
outcome which is focused on the identification and revealing solutions associated with the
problems which act as the impediments within the realization of social media as the most
effective tool. Moreover, byemploying the indicated social media tools facilitates the business of
Singapore in attaining better brand promotion of all its products by names of offering exceptional
services through social media advertising. These researchers also confirmed that effective use of
social media facilitates the companies in promoting its brand through idea leadership, attaining
better marketplace insights, cost-effective, improves brand authority, brand loyalty and consumer
satisfaction. The social media platform based brand promotion facilitates the companies in
attaining an increase in the conversion rates and also increases the consumer preference ranking
on the social media content pages. Based on the findings of the research certain recommended
social media promotion strategies for the companies of Singapore considers developing a proper
content of the message, developing an attractive presentation from it and making the target
consumers to get involved with the promotional message. The social media promotion campaign
must also encourage consumer feedback for the reason that the more feedback is received the
more will be chance of improving the company’s products or services. Dealing with consumers
experience along with consumer service in case they are satisfied they will draw businesses for
increased followers on the brand's page is positively related to brand promotion and interactive
videos regarding brand offerings on YouTube. This can also result in increasing visitor
subscriptions and posting promotional content on Facebook has increased positive word-of-
mouth among consumers.
The findings revealed that it can also be analysed from the framework that the research
findings will be focused on establishing the relevance and efficiency of social media as an
important tool for the promotion of business. The research is also anticipated to attain an
outcome which is focused on the identification and revealing solutions associated with the
problems which act as the impediments within the realization of social media as the most
effective tool. Moreover, byemploying the indicated social media tools facilitates the business of
Singapore in attaining better brand promotion of all its products by names of offering exceptional
services through social media advertising. These researchers also confirmed that effective use of
social media facilitates the companies in promoting its brand through idea leadership, attaining
better marketplace insights, cost-effective, improves brand authority, brand loyalty and consumer
satisfaction. The social media platform based brand promotion facilitates the companies in
attaining an increase in the conversion rates and also increases the consumer preference ranking
on the social media content pages. Based on the findings of the research certain recommended
social media promotion strategies for the companies of Singapore considers developing a proper
content of the message, developing an attractive presentation from it and making the target
consumers to get involved with the promotional message. The social media promotion campaign
must also encourage consumer feedback for the reason that the more feedback is received the
more will be chance of improving the company’s products or services. Dealing with consumers
experience along with consumer service in case they are satisfied they will draw businesses for
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49SOCIAL MEDIA AS AN EFFECTIVE TOOL
the company. Moreover, it is also recommended to the companies in Singapore to improve its
word-of-mouth in the social media platform. The companies are recommended to have an active
presence on social media. In attaining a competitive edge, these companies are also
recommended to track its competitors in order to attain insight on theory brand promotional
strategies on the social media channels.
5.2. Recommendations
Focussed on the research findings, certain effective recommendations are proposed below
that can facilitate the marketers of Singapore in attaining increased consumer attention through
implementing effective social media promotion techniques.
For the businesses of Singapore to attain success in the era of increased social media
influence, the marketers are recommended to transform their business strategies from
product-based to be consumer-oriented within which the consumers will have a decisive
function. The companies are recommended to have an active presence on social media.
Moreover, certain recommended social media promotion strategies for the companies of
Singapore considers developing a proper content of the message, developing an attractive
presentation from it and making the target consumers to get involved with the
promotional message. To make the social media promoting more effective, the marketers
must also consider adding effective audio as at certain times the consumers prefer
listening rather than reading. The social media promotion campaign must also encourage
consumer feedback for the reason that the more feedback is received the more will be
chance of improving the company’s products or services. Dealing with consumers
experience along with consumer service as in case they are satisfied they will draw
the company. Moreover, it is also recommended to the companies in Singapore to improve its
word-of-mouth in the social media platform. The companies are recommended to have an active
presence on social media. In attaining a competitive edge, these companies are also
recommended to track its competitors in order to attain insight on theory brand promotional
strategies on the social media channels.
5.2. Recommendations
Focussed on the research findings, certain effective recommendations are proposed below
that can facilitate the marketers of Singapore in attaining increased consumer attention through
implementing effective social media promotion techniques.
For the businesses of Singapore to attain success in the era of increased social media
influence, the marketers are recommended to transform their business strategies from
product-based to be consumer-oriented within which the consumers will have a decisive
function. The companies are recommended to have an active presence on social media.
Moreover, certain recommended social media promotion strategies for the companies of
Singapore considers developing a proper content of the message, developing an attractive
presentation from it and making the target consumers to get involved with the
promotional message. To make the social media promoting more effective, the marketers
must also consider adding effective audio as at certain times the consumers prefer
listening rather than reading. The social media promotion campaign must also encourage
consumer feedback for the reason that the more feedback is received the more will be
chance of improving the company’s products or services. Dealing with consumers
experience along with consumer service as in case they are satisfied they will draw
50SOCIAL MEDIA AS AN EFFECTIVE TOOL
businesses for the company. Moreover, it is also recommended to the companies in
Singapore to improve its word-of-mouth in the social media platform.
To make the social media brand promotion strategies more effective for the marketers of
Singapore, the companies are recommended to conduct extensive research on targeted
audience along with adding branded hash tags. The markets of Singapore are
recommended to employ Instagram's ability to link other accounts and hashtags with the
company’s promotional messages. Moreover, the companies must also ensure that they
are using the social media tools in their online marketing strategies and posit promotional
content regularly so that valuable information is transferred to the ideal consumers in a
regular basis. The content that is must for the marketers to use in their social media
promotion strategies must include social media images, infographics, and videos along
with the important how-to guides.
Effective social media content planning must be considered important by the markers in
Singapore that can facilitate them in brainstorming content ideas that will be interesting
for the target audiences. In addition, though employing the available social media
marketing channels, the companies in Singapore can facilitate content promotion related
its offered products and services. In attaining a competitive edge, these companies are
also recommended to track its competitors in order to attain insight on theory brand
promotional strategies on the social media channels. This can facilitate the companies to
develop more attractive and unique content in engaging its target audiences for attaining
leverage in social media promotion techniques. In making the promotional activities more
effective, the companies in Singapore are recommended to employ Interest that is
observed to be one of the fastest growing social media trends. This can serve as an
businesses for the company. Moreover, it is also recommended to the companies in
Singapore to improve its word-of-mouth in the social media platform.
To make the social media brand promotion strategies more effective for the marketers of
Singapore, the companies are recommended to conduct extensive research on targeted
audience along with adding branded hash tags. The markets of Singapore are
recommended to employ Instagram's ability to link other accounts and hashtags with the
company’s promotional messages. Moreover, the companies must also ensure that they
are using the social media tools in their online marketing strategies and posit promotional
content regularly so that valuable information is transferred to the ideal consumers in a
regular basis. The content that is must for the marketers to use in their social media
promotion strategies must include social media images, infographics, and videos along
with the important how-to guides.
Effective social media content planning must be considered important by the markers in
Singapore that can facilitate them in brainstorming content ideas that will be interesting
for the target audiences. In addition, though employing the available social media
marketing channels, the companies in Singapore can facilitate content promotion related
its offered products and services. In attaining a competitive edge, these companies are
also recommended to track its competitors in order to attain insight on theory brand
promotional strategies on the social media channels. This can facilitate the companies to
develop more attractive and unique content in engaging its target audiences for attaining
leverage in social media promotion techniques. In making the promotional activities more
effective, the companies in Singapore are recommended to employ Interest that is
observed to be one of the fastest growing social media trends. This can serve as an
51SOCIAL MEDIA AS AN EFFECTIVE TOOL
image-centred platform ideal for retailers that attempt to use social media purposes or
sales-driving advertisements. This social media products and services promotion strategy
is recommended to be used as it can facilitate the businesses to indicate showcase their
offerings along with developing a brand personality with eye-catching and exceptional
pinboards. At the time of developing this social media channel based promotion strategy,
the companies must also take into consideration that through employing it, the marketers
can attain a steady follower’s stream.
Another recommendation that is provided to the Singapore based companies in dealing
with their issues faced on implementing special media brand promotion strategies is
running a “Facebook Live” campaign. In this band promotion strategy, the marketers can
arrange a live interview in order to answer the consumer’s questions or to preview the
company’s newest line of products. This can add to the effective consumer experience
through developing a channel where the companies can engage the audiences along with
increasing their interest in the offerings of the brand. In addition, the marketers of
Singapore are also recommended to focus on content marketing in its social media
promotion strategy. In this strategy, the companies can link straight to their content along
with previewing certain content that is shared by the companies through positing short
videos or pictures like infographics. This can support the companies to attain attraction
from viewers along withattaining traffic from the social media channels within the
company’s blogs. The companies are recommended to have an active presence on social
media. In attaining a competitive edge, these companies are also recommended to track
its competitors in order to attain insight on theory brand promotional strategies on the
social media channels.
image-centred platform ideal for retailers that attempt to use social media purposes or
sales-driving advertisements. This social media products and services promotion strategy
is recommended to be used as it can facilitate the businesses to indicate showcase their
offerings along with developing a brand personality with eye-catching and exceptional
pinboards. At the time of developing this social media channel based promotion strategy,
the companies must also take into consideration that through employing it, the marketers
can attain a steady follower’s stream.
Another recommendation that is provided to the Singapore based companies in dealing
with their issues faced on implementing special media brand promotion strategies is
running a “Facebook Live” campaign. In this band promotion strategy, the marketers can
arrange a live interview in order to answer the consumer’s questions or to preview the
company’s newest line of products. This can add to the effective consumer experience
through developing a channel where the companies can engage the audiences along with
increasing their interest in the offerings of the brand. In addition, the marketers of
Singapore are also recommended to focus on content marketing in its social media
promotion strategy. In this strategy, the companies can link straight to their content along
with previewing certain content that is shared by the companies through positing short
videos or pictures like infographics. This can support the companies to attain attraction
from viewers along withattaining traffic from the social media channels within the
company’s blogs. The companies are recommended to have an active presence on social
media. In attaining a competitive edge, these companies are also recommended to track
its competitors in order to attain insight on theory brand promotional strategies on the
social media channels.
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52SOCIAL MEDIA AS AN EFFECTIVE TOOL
5.3. Limitations
Despite having several useful implications through analysing the “Social Media as an
Effective Tool for Promotion of Business in Singapore”, certain limitations to the research has
also been identified that will be addressed in the future study. It has been observed that the
primary data was gathered from the selected employee using social media promotional tools. In
such a situation, the genuineness of the information attained can be one of the major limitations
that might have generated an obstacle between the researches put comes along with the
attainment of the research findings. Another limitation that was observed is that the employees
selected for the survey might have the intention to offer a positive image of the companies
through not disclosing the major concerns related to social media promotion. Considering the
same limitation can also be faced by the researcher in offering suitable recommendations to deal
with such issues. It has also been observed that there is another limitation related with collected
secondary data as these data might be manipulated to a certain extent, which can adversely
impact the quality of the carried research along with related outcomes. The sample selected was
also small because of the time constraints that can also affect the research findings reliability. In
addressing such limitations, future research will focus on selecting target consumers in order to
attain their viewpoint in the marketers’promotional strategies in social media channels.
5.3. Limitations
Despite having several useful implications through analysing the “Social Media as an
Effective Tool for Promotion of Business in Singapore”, certain limitations to the research has
also been identified that will be addressed in the future study. It has been observed that the
primary data was gathered from the selected employee using social media promotional tools. In
such a situation, the genuineness of the information attained can be one of the major limitations
that might have generated an obstacle between the researches put comes along with the
attainment of the research findings. Another limitation that was observed is that the employees
selected for the survey might have the intention to offer a positive image of the companies
through not disclosing the major concerns related to social media promotion. Considering the
same limitation can also be faced by the researcher in offering suitable recommendations to deal
with such issues. It has also been observed that there is another limitation related with collected
secondary data as these data might be manipulated to a certain extent, which can adversely
impact the quality of the carried research along with related outcomes. The sample selected was
also small because of the time constraints that can also affect the research findings reliability. In
addressing such limitations, future research will focus on selecting target consumers in order to
attain their viewpoint in the marketers’promotional strategies in social media channels.
53SOCIAL MEDIA AS AN EFFECTIVE TOOL
References
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N.I. and MohdShuib, N.L., 2015. Factors
influencing the use of social media by SMEs and its performance outcomes. Industrial
Management & Data Systems, 115(3), pp.570-588.
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications.Nelson Education.
Asamoah, M.K., 2019. The two-sided coin of the online social media: eradicating the negatives
and augmenting the positives. International Journal of Ethics Education, pp.1-19.
Bansal, A. and Kumar, R., 2016.An empirical study to find out the impact of sensory marketing
tools on consumer decision making. Kaav International Journal of Economic, Commerce and
Business Management, 3(2), pp.67-82.
Baptista, J., Wilson, A.D., Galliers, R.D. and Bynghall, S., 2017.Social media and the emergence
of reflexiveness as a new capability for open strategy. Long Range Planning, 50(3), pp.322-336.
BİLGİN, Y., 2018. The effect of social media marketing activities on brand awareness, brand
image and brand loyalty. Business & Management Studies: An International Journal, 6(1),
pp.128-148.
Cardon, P.W. and Marshall, B., 2015. The hype and reality of social media use for work
collaboration and team communication. International Journal of Business
Communication, 52(3), pp.273-293.
References
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N.I. and MohdShuib, N.L., 2015. Factors
influencing the use of social media by SMEs and its performance outcomes. Industrial
Management & Data Systems, 115(3), pp.570-588.
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications.Nelson Education.
Asamoah, M.K., 2019. The two-sided coin of the online social media: eradicating the negatives
and augmenting the positives. International Journal of Ethics Education, pp.1-19.
Bansal, A. and Kumar, R., 2016.An empirical study to find out the impact of sensory marketing
tools on consumer decision making. Kaav International Journal of Economic, Commerce and
Business Management, 3(2), pp.67-82.
Baptista, J., Wilson, A.D., Galliers, R.D. and Bynghall, S., 2017.Social media and the emergence
of reflexiveness as a new capability for open strategy. Long Range Planning, 50(3), pp.322-336.
BİLGİN, Y., 2018. The effect of social media marketing activities on brand awareness, brand
image and brand loyalty. Business & Management Studies: An International Journal, 6(1),
pp.128-148.
Cardon, P.W. and Marshall, B., 2015. The hype and reality of social media use for work
collaboration and team communication. International Journal of Business
Communication, 52(3), pp.273-293.
54SOCIAL MEDIA AS AN EFFECTIVE TOOL
Chawinga, W.D., 2017. Taking social media to a university classroom: teaching and learning
using Twitter and blogs. International Journal of Educational Technology in Higher
Education, 14(1), p.3.
Chung, S. and Cho, H., 2017.Fostering parasocial relationships with celebrities on social media:
Implications for celebrity endorsement. Psychology &Marketing, 34(4), pp.481-495.
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Djafarova, E. and Trofimenko, O., 2018. ‘Instafamous’–credibility and self-presentation of
micro-celebrities on social media. Information, Communication & Society, pp.1-15.
Duffett, R.G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers, 18(1), pp.19-39.
Flanigan, R.L. and Obermier, T.R., 2016. An Assessment of the Use of Social Media in the
Industrial Distribution Business-to-Business Market Sector. Journal of Technology
Studies, 42(1), pp.18-29.
Gavurova, B., Bacik, R., Fedorko, R. and Nastisin, L., 2018. The Customers Brand Experience in
the Light of Selected Performance Indicators in the Social Media Environment. Journal of
Competitiveness, 10(2), pp.72-84.
Haro-de-Rosario, A., Sáez-Martín, A. and del Carmen Caba-Pérez, M., 2018. Using social media
to enhance citizen engagement with local government: Twitter or Facebook?. New Media &
Society, 20(1), pp.29-49.
Harrison, A., Burress, R., Velasquez, S. and Schreiner, L., 2017. Social media use in academic
libraries: A phenomenological study. The Journal of Academic Librarianship, 43(3), pp.248-256.
Chawinga, W.D., 2017. Taking social media to a university classroom: teaching and learning
using Twitter and blogs. International Journal of Educational Technology in Higher
Education, 14(1), p.3.
Chung, S. and Cho, H., 2017.Fostering parasocial relationships with celebrities on social media:
Implications for celebrity endorsement. Psychology &Marketing, 34(4), pp.481-495.
Dahl, S., 2018. Social media marketing: Theories and applications. Sage.
Djafarova, E. and Trofimenko, O., 2018. ‘Instafamous’–credibility and self-presentation of
micro-celebrities on social media. Information, Communication & Society, pp.1-15.
Duffett, R.G., 2017. Influence of social media marketing communications on young consumers’
attitudes. Young Consumers, 18(1), pp.19-39.
Flanigan, R.L. and Obermier, T.R., 2016. An Assessment of the Use of Social Media in the
Industrial Distribution Business-to-Business Market Sector. Journal of Technology
Studies, 42(1), pp.18-29.
Gavurova, B., Bacik, R., Fedorko, R. and Nastisin, L., 2018. The Customers Brand Experience in
the Light of Selected Performance Indicators in the Social Media Environment. Journal of
Competitiveness, 10(2), pp.72-84.
Haro-de-Rosario, A., Sáez-Martín, A. and del Carmen Caba-Pérez, M., 2018. Using social media
to enhance citizen engagement with local government: Twitter or Facebook?. New Media &
Society, 20(1), pp.29-49.
Harrison, A., Burress, R., Velasquez, S. and Schreiner, L., 2017. Social media use in academic
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55SOCIAL MEDIA AS AN EFFECTIVE TOOL
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science knowledge from social media in Singapore: an extension of the cognitive mediation
model. Asian Journal of Communication, 27(2), pp.193-212.
Ismail, A.R., 2017. The influence of perceived social media marketing activities on brand
loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of
Marketing and Logistics, 29(1), pp.129-144.
Jaakonmäki, R., Müller, O. and vomBrocke, J., 2017, January.The impact of content, context,
and creator on user engagement in social media marketing.In Proceedings of the 50th Hawaii
international conference on system sciences.
Kent, M.L. and Taylor, M., 2016. From homo economicus to homo dialogicus: Rethinking social
media use in CSR communication. Public Relations Review, 42(1), pp.60-67.
Khan, G.F., 2017. Social media for government: a practical guide to understanding,
implementing, and managing social media tools in the public sphere. Springer.
Khan, I., Dongping, H. and Wahab, A., 2016. Does culture matter in the effectiveness of social
media marketing strategy? An investigation of brand fan pages.Aslib Journal of Information
Management, 68(6), pp.694-715.
Kilgour, M., Sasser, S.L. and Larke, R., 2015. The social media transformation process: curating
content into strategy. Corporate Communications: An International Journal, 20(3), pp.326-343.
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hospitality employees–the role of social media. International Journal of Contemporary
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Six social media brand post practices for global markets. Business Horizons, 60(5), pp.621-633.
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58SOCIAL MEDIA AS AN EFFECTIVE TOOL
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64SOCIAL MEDIA AS AN EFFECTIVE TOOL
Appendices
Interview Questionnaire for One Brand Promotion Manager
4) How use of social media marketing tools helped ensuring the success of your company?
5) How consumers have responded to the companies’ social media marketing strategies?
6) What social media marketing goals do you plan to develop for future in ensuring better brand
promotion?
Survey Questionnaire for 20 Employees
1) Employing the social media tools have facilitated in increasing brand awareness among the
target audiences
2)Use of Facebook retargeting has facilitated in creation of custom audiences and increased
brand engagement
3) Use ofHashtags on the social media tool use has increased brand presence and increased
number of followers
4) Posting innovative conversational video advertisements on Twitter resulted in high consumer
engagement with the brand
5)Facebook contests by the brand have increased consumer involvement and awareness
6) Creating an effective LinkedIn company page and sharing relevant content in it has attained
increased brand awareness among consumers
7)Posting regular image, gif and video based advertisements on Instagram has attained increased
followers on the Brand’s page
Appendices
Interview Questionnaire for One Brand Promotion Manager
4) How use of social media marketing tools helped ensuring the success of your company?
5) How consumers have responded to the companies’ social media marketing strategies?
6) What social media marketing goals do you plan to develop for future in ensuring better brand
promotion?
Survey Questionnaire for 20 Employees
1) Employing the social media tools have facilitated in increasing brand awareness among the
target audiences
2)Use of Facebook retargeting has facilitated in creation of custom audiences and increased
brand engagement
3) Use ofHashtags on the social media tool use has increased brand presence and increased
number of followers
4) Posting innovative conversational video advertisements on Twitter resulted in high consumer
engagement with the brand
5)Facebook contests by the brand have increased consumer involvement and awareness
6) Creating an effective LinkedIn company page and sharing relevant content in it has attained
increased brand awareness among consumers
7)Posting regular image, gif and video based advertisements on Instagram has attained increased
followers on the Brand’s page
65SOCIAL MEDIA AS AN EFFECTIVE TOOL
8)Interactive videos regarding brand offerings on YouTube has attained increased visitor
subscriptions
9) Posting promotional content on Facebook has increased positive word-of-mouth among
consumers
10) The companies must consider incorporating different kinds of social media promotion tools
within the marketing plan for the brand
8)Interactive videos regarding brand offerings on YouTube has attained increased visitor
subscriptions
9) Posting promotional content on Facebook has increased positive word-of-mouth among
consumers
10) The companies must consider incorporating different kinds of social media promotion tools
within the marketing plan for the brand
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