Effect of Social Media on Marketing: A Literature Review

Literature Review

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................1
RESEARCH METHODOLOGY....................................................................................................2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Social media termed to defined as technological advancement base on computer which is
facilitating the idea sharing, thoughts, and building information by virtual network. This have
affected the business productivity and profitability in changing environment. While running a
business social media became an opportunity to grow the business by increasing the customer
base as it helps to provide details regarding specific products and services. In other words,
internet-based form of communication that is used by individual to share knowledge with each
other and support accomplishing organizational goals (Băeşu, and Bejinaru, 2020) is considered
as social media. The platform of social media is Facebook, Instagram, Snapshot etc. The current
topic of research is effect of social media on marketing that support to influence the number of
people and getting work done. To understand about current topic Marks & Spencer has been
selected that is major British Retailer with headquarters in London. The report covers literature,
positive effective, negative effect, and research methodology.
LITERATURE REVIEW
Societal mass media is the internet-based form of communication that allows individuals to
create content, share information, conversant with others, and manage activities. The aim of a
business organization is to grow their business by influencing a number of customers and
attracting them as well. The environment is changing and people is becoming busier where it
became difficult to visit the store and select the products. Nowadays, people using mobile phones
and other electronic items to know about specific brands and industries that can help to make
buying decisions. Social media is the use of social media platform to build brands, interacts with
customers, drive websites, and increase sales in changing environment. This could help to ripen
the organizational performance and productivity by handling all functions as well as activities.
Without marketing it becomes difficult for the company to influence people and regulate the
business (Love, and Matthews, 2019).
There is a different platform of social media such as Facebook, Instagram, Snapshots,
Twitter, and others that are used by business organizations for the purpose of influencing number
of people via providing details of products and services. The platforms are fruitful to share the
information and details that encouraged people to place an order online resulting increase
organizational sales. The people belongs to different country and region where social media is
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