Social Media Marketing And Its Challenges

Running Head: SOCIAL MEDIA MARKETING AND ITS CHALLENGES

SOCIAL MEDIA MARKETING AND ITS CHALLENGES
Abstract
Social media is considered as the best marketing channel, as there are more than 3 billion
users worldwide. Companies can competently market their products or services with the
social media channel. Social media is the best marketing tool which could be a leading factor
for the success of products or business if strategized and implemented prudently. There are
numerous viewpoints on the positive as well as negative aspects of social media which are
deliberated in the report using journals and articles. Pavlovian theory involves combining a
stimulus with a habituated response; the theory has established successful results when
applied to engage customers with the business. The paper highlights the Pavlovian theory on
consumer behavior through which companies can develop an effective brand image in the
marketplace. Dove’s racially motivated advertisement on social media took the attention of
millions of viewers destructively which led to major downfalls in the business. Pavlovian
theory can be effectively used in Dove’s situation to renovate its brand image in the
marketplace. The applications of Pavlovian theory are deliberated in the report with the help
of Dove’s case study.
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SOCIAL MEDIA MARKETING AND ITS CHALLENGES
Table of Contents
Abstract.................................................................................................................................................1
Introduction...........................................................................................................................................3
Literature review...................................................................................................................................4
Pavlovian Theory on Consumer Behaviour (Classical Conditioning Theory).......................................9
Case Study...........................................................................................................................................10
Conclusion...........................................................................................................................................14
References...........................................................................................................................................15
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SOCIAL MEDIA MARKETING AND ITS CHALLENGES
Introduction
There are more than 3 billion people using social media around the world, it is one of the
prime enablers for organizations to reach nearly half of the global population. With effective
and pertinent social media strategy organizations can connect with people more effectively
and their brand image will also be elevated in the marketplace. With efficient use of social
media, businesses could reach a high number of potential customers with the lowest time
frame. The prime benefits of using social media as a marketing channel are improved trades,
increased customer engagement, increased customer feedback, access to wider market
segments, and so on.
There are some negative aspects of social media marketing in businesses; proper planning
and preparation is must requirement for launching the business in social media. Constant
monitoring is one of the prime requirements if an organization plans to market their product
on social media; as a small mistake could make a major impact on the organization’s
reputation. Companies have to be vigilant about the type of content they are posting on the
internet; once posted on the internet will stay on the internet, millions of viewers would have
already watched the content even if it is deleted. Hacking and negative feedbacks posted
publically are some of the prime negative influences which may impact the company
reputation to a greater extent. The fact is tacit that social media has numerous advantages for
a business to market their product; on the other hand, there are some of the negative aspects
of social media on business which has to be potentially eradicated with some set of actions.
Whereas, some businesses believe in upholding closer customer relationship, believing that it
would be much better and business outcomes will also be progressive. Rather than marketing
the products through social media, some businesses uphold relationship marketing, in which
long-term customer relationship is focused. The essay encompasses a literature review on the
negative aspects of marketing through social media and potential methods to manage it. A
critical argument is presented through which views of several authors on the topic will be
presented. A theory on consumer behavior is presented in the report, and the application of
that theory to overcome the challenges of social media is also deliberated in the report. A
case study on Dove is presented to deliberate the application of selected theory in the report.
Generally, the essay will emphasize the prominence of social media marketing in the present
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