Social Media Marketing

Running head: SOCIAL MEDIA MARKETING
Social Media Marketing
Name of the Student
Name of the University
Author Note

1SOCIAL MEDIA MARKETING
Introduction
The platform of social media is a complex one due to its newness. There are many
perspective on how to utilize this platform to its fullest potential so that its benefits can be
reaped. Social media has proved to be useful from the perspective on marketing and
advertisement. This is due to the fact that the cost of marketing on social media is relatively less.
Moreover, all the people around the globe nowadays have a virtual presence. As a result,
marketing on this platform can ensure that the advertisement reaches to the people in an effective
manner. This research paper seeks to analyze the theories related to social media marketing, such
as that of personal behavior theories, social behavior theories and mass communication theories.
The research paper looks in to six different articles related to these theories and compares and
contrast them.
Personal Behavior Theories
Hsu, C.L. and Lin, J.C.C., 2008. Acceptance of blog usage: The roles of technology
acceptance, social influence and knowledge sharing motivation. Information &
management, 45(1), pp.65-74.
In this article, the authors, Hsu and Lin (2008) looked in to the aspect of blog in the social
media platform and the various factors which motivated people to post such blogs. Blogs is
defined to be an online journal of an individual where he or she continues to post updates about a
topic which is of interest. A blog consisting of important topics has the power to attract people
and influence them. The article showed that people who understand the use of blog are likely to
keep on using them in the future.

2SOCIAL MEDIA MARKETING
Mishra, D., Akman, I., & Mishra, A. (2014). Theory of reasoned action application for
green information technology acceptance. Computers in human behavior, 36, 29-40.
The development in the field of information technology has an adverse effect of its own
whereby the level of carbon footprint is increasing. As a result, there is a need for the IT
professionals to introduce Green Information Technology in their practices in order to safeguard
the environment. This article shows that IT professionals who are concerned about the
environment are taking positive steps for its conservation. This is linked to the Theory of
Reasoned Action. The difference between the two articles is that the former article looks in to the
case of blog study while the latter article takes the IT professionals as its target population.
Comparison of the two articles
In the two articles it is shown that the Theory of Reasoned Action has proved to be useful
to analyze the factors behind the actions of an individual. The behavior if a person depends upon
his or her intentions and intentions in turn, are dependent on the actions and behavior of that
individual. In the first article, those people are able to use blog because of their acceptance of
technology. Moreover, in the second article, the IT professionals accepted their role in trying to
bring about a change in the environment.
Social Behavior Theories
Kang, I., Lee, K.C., Lee, S. and Choi, J., 2007. Investigation of online community voluntary
behavior using cognitive map. Computers in Human Behavior, 23(1), pp.111-126.
In organizational behavior, it is always assumed that a particular cause has its own effect.
However, at times it becomes quite difficult to understand the causal effect of a particular factor
in isolation. According to the authors, a cognitive map enables an individual to understand the