The Effect of Social Media on Marketing: Positive and Negative Impacts

This literature review explores the positive and negative impacts of social media on marketing. It discusses how social media platforms like Facebook and Instagram can help businesses promote their products and services, but also how they can lead to negative publicity and the accidental release of confidential information. The review concludes that it is important for organizations to use social media in a manner that helps them reach new heights while overcoming negative influences.

Assessment 1 and
Presentation

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Literature Review...................................................................................................................1
The effect of social media on marketing( for example Facebook, Instagram, Snapshot, etc.)1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5
Online.....................................................................................................................................5

INTRODUCTION
Social Media Marketing is basically the use of social media websites and platforms for the
purpose to promote the service or product. When it comes to the term social media, it basically
comprises of the various interactive digital channels that basically leads to sharing of data,
interest and ideas in the form of expression with the medium of networks and virtual
communities. In today’s scenario, the social media usage has become very important part in the
daily activities. In reference to social media, it is basically used for the purpose of interacting
socially and accessing to information or news and also taking a variety of decisions. In context
to Literature review, it aims to survey the negative and positive effects of using social media on
marketing.
MAIN BODY
Aims and Objectives: To survey the negative and positive effects of using social media on
marketing.
Literature Review
The effect of social media on marketing( for example Facebook, Instagram, Snapshot, etc.)
Definitions
As per the viewpoint of Guru, (2021), social media has a major impact on the
communications of the organisation. When it comes to organisations, the social media marketing
provides various benefits and helps in marketing the products and reaching more individuals.
When it comes to Facebook, it is used for the purpose to share some latest happening in the life
of people and it was basically critical platform which is used by the individuals for the objective
to share the cool posts in relation to the friending, travel and relationships etc. With the release of
more platforms such as Instagram, Linkedin and Twitter, the platform is now became more like
a business promotion tool. When it comes to the impact of social media, it can result in
influencing in both the positive and negative impact and which basically results in impacting
younger generation (Piehler, Schade, Sinnig and Burmann, 2021). When it comes to right
information and general knowledge broadcast, it is basically generated through social most only.
There are a lot of things which we cannot handle and it also involves the online malpractices.
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The social media platforms helps in reaching out to wider audience and as per the various
marketers, their social marketing efforts have majorly increased exposure for their business and
is considered to be a very ideal way of staying in contact and creating brand awareness with the
consumers. The social media has resulted in causing a revolutionary change for the companies
through offering endless advantages and opportunities to market their services or products to a
wider public and also resulting in building a brand image( Impact of Social Media: Positive &
Negative Impact on Business, 2022).
Positive Effect
According to Bhat, (2018), when it comes to social media, it has become one of the most
powerful tool for marketing due to the various reasons which comprises of great return on
investment and brand exposure. When the audience are browsing on social media, it brings out
various opportunities for the business and brands to promote the services and products using the
various social media platforms. In context to social media, it has provided various positive
effects on the operations of the company. When the social media platforms such as Instagram,
Facebook are done in the right manner, it has great and useful potential in order to become a
major source of traffic to your website. In context to social media, it generally supports various
formats while sharing podcasts, text, videos, images and much more for the purpose to draw in
more audience to the website. The social media platforms helps in being a better medium where
the posts could be shared. In addition to that, the use of social media platforms helps in providing
various opportunities for the companies to come out of their level of creativity for the purpose to
promote and craft social media campaigns. Furthermore, it helps in attracting new consumers and
also helps in improving the brand awareness(6 Positive Effects of Social Media Marketing on
Your Business, 2019).. With the help of more visibility on the different social media platforms, it
helps in connecting with the social media audience and also helps in offering initial foothold. In
reference to marketers, all of them agree that it is very important to increase brand loyalty and
also focusing on becoming cost effective. When it comes to firms, brand loyalty becomes very
much important and results in customer referrals and higher revenues. It is very important for the
organisations to leverage the social media power for the purpose to establish connections with
the customers and prospects. In reference to customer service, the social media and its various
platforms has changed the face of the customer service. Moreover, the social media has resulted
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in changing the competition’s nature and with the support of social media marketing, it seems to
be very competing in nature.
When it comes to online presence, it cannot be easily ignored. Different platforms on social
media, helps in bringing out various opportunities for the brands to increase conversions due to
the interaction that they have with consumers. When an organisation chooses a social media
marketing approach, it helps in improving the marketing strategy and it is very important to learn
about the social media audience and different ways to engage about the products. As a result,
90% marketers claim that social media has huge impact on their brand and the concept of social
media marketing has become a significant part when it comes to development of marketing
strategy.
Negative Effects
As per the viewpoint of Catherine, (2019), social media is considered to be one of the most
powerful tool for the organisations who are basically trying to build a brand. When it comes to
the dependency on social media, it brings out various concern for the organisations. When it
comes to use of social media, proper planning is necessary for the purpose to ensure the negative
effects of social media don’t keep it away from the various benefits (Arum, 2018). In today’s
scenario, the business marketing basically comprises of the personal engagement with the end
consumers. Before the world of social media, the negative company basically used to experience
stay within the friends circle and now it has become more problematic for the various
organisations to contain the factor of negative publicity. In reference to organisations, it is very
important to track the misleading and negative statements.
Social media is an enormous conversation where each and every individual is invited to join
and it become really difficult to track bad statements. With the use of social media, it has resulted
in creating a burden of the statement tracking and responding whenever required. For an
organisation, it is very important to tackle and deal with the negative feedback in a proactive
way. In case of reputation management software, it helps in tracking the positive and negative
feedback across the web or the social media. When it comes to contacting consumers with
negative experiences, it might result in improved feedback. Another and the most dangerous
issue or negative impact of social media is accidental release of personal data or confidential
information( Mohammad and Zarei, 2020). When it comes to people with inside knowledge
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regarding the company might result in release of confidential data which could result in harming
the competitive advantage of the organisation. Another negative influence is unauthorized
employees speaking on behalf of company. When it comes to organisations, it is very difficult to
monitor the social media activity of employees and also preventing them from speaking on the
organisation matters without any kind of permission or authorization. In the world of
engagement, you might basically strive for the employees but any kind of social media post
might result in damaging the image of the company (Negative Effects of Social Media on
Business, 2019).
CONCLUSION
From the above Literature review, it can be concluded that social media plays a very
important role for the organisation and also when it comes to the concept of marketing. The
various social media tools and platforms play a major role in promoting the company’s products
and services and also helps the organisation to improve its brand image. But when it comes to the
use of social media, it can result in providing both negative and positive impact and it is very
important for the organisation to use the various social media platforms in a manner that it helps
them to reach new height and overcoming the negative influence. In addition to that, it helps in
deeper understanding about the various tools and concepts and also the different social media
platforms the various advantages they provide to the marketing field.
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REFERENCES
Books and Journals
Arum, E.S., 2018. The effect of social media attributes on purchase intention through
motivation dimensions and social media product browsing. Journal of Marketing
Thought, 5(2), pp.12-22.
Mohammadi, S. and Zarei, A., 2020. Effect of Social Media Marketing on Brand Equity and the
Response of Persepolis Football Fans. Communication Management in Sport Media, 7(4),
pp.99-112.
Piehler, R., Schade, M., Sinnig, J. and Burmann, C., 2021. Traditional or ‘instafamous’
celebrity? Role of origin of fame in social media influencer marketing. Journal of Strategic
Marketing, pp.1-13.
Online
Impact of Social Media: Positive & Negative Impact on Business, 2022. [Online] Available
Through < https://www.upgrad.com/blog/impact-of-social-media/>
6 Positive Effects of Social Media Marketing on Your Business, 2019. [Online] Available
Through https://www.cloohawk.com/blog/6-positive-effects-social-media-marketing-your-
business
Negative Effects of Social Media on Business, 2019. [Online] Available Through
https://smallbusiness.chron.com/negative-effects-social-media-business-25682.html
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