The Effect of Social Media on Marketing: A Literature Review

The Effect of Social Media on Marketing
INTRODUCTION Literature Review
Social media is defined as a collective term for application and websites which
emphasis on interaction, communication, content-sharing, community based input
and collaboration as well. In addition to this, it is mainly used for social
interaction as well as access to information and news which help in decision-
making. It is considering as a valuable and effective communication tool that is
used globally in order to create, share and spread information. The main objective
of the report is to conduct literature review and gain viewpoint of different authors
on the topic “The effect of social media on marketing”.
Definition and concept of social media marketing
As per the viewpoint of Lafleur, (2022), Social media marketing is basically a type of
marketing that uses social media applications as a tool of marketing the products and services.
It is one of the effective communication tool that allow a company to develop brand, increase
website traffic, increase sales, develop community of followers to engage and many more. \
The Positive effect of social media on marketing
According to Bhattacharya, (2022) it is analysed that social media has transformed the
overall business landscape and is one of the significant factor of digital marketing that give
various benefits and assist to reach millions of customers globally. In addition to this, social
media assist organisations mainly in key three areas that is brand building, business growth and
Omni channel engagement. \
The Negative effect of social media on marketing
As per the viewpoint of Catherine (2019), Social media is one the powerful tool to
develop brand either at global and local level. But on the other hand, has some negative effect
on marketing of an organisation. It is analysed that social media marketing arise customer
power because of which the overall performance of a company is declined.
Social media: It is a computer base technology which facilitates the sharing of
information, thoughts and ideas by virtual communities and networks. In addition to
this, it is a way to interact with people but later was adopted by organisation in order to
take advantage of reaching large number of customers.
Marketing: It is defined as set of activity and processes for developing, communicating,
exchanging and delivering offerings which have value for customers. In addition to this,
it is an action to bring attention to business offerings with the objectives to increase
customer base level and profitability.
Social media tools: It is referred as the tools which assist an organisation to promote the
goods and services globally with the objective to enhance performance and profitability.
Social media marketing: It is referred as marketing the products and services by using
platforms such as Instagram, Facebook with the objective for brand promotion, increase
website traffic, enhance sales, target audience growth and so on.