The Significance of Social Media Marketing in Contemporary Business Scenario

This article discusses the significance of social media marketing in contemporary business scenario. It explores the role of social media in engaging wide range of customers and influencing their purchasing decisions. The article also discusses different theoretical frameworks related to marketing and the positive influence of social media marketing on strengthening the buying decision of the customers.

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Table of Contents
Introduction:....................................................................................................................................2
Reference List:.................................................................................................................................4

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Introduction:
As discussed by Lee, Hosanagar & Nair, (2014) prompt emergence of technology is acting as a
pivotal role for the companies to promote speed in their business process. Social media has
become one of the most emerging platforms in contemporary times, being used by wised range
of corporate entities in order to promote their business to wide range of people. There lies the
significance of social media marketing, being considered as the greatest and most dominant
platform in order to promote the products in an effective manner. This is the mode of
strengthening the value of business by engaging wide range of customers. According to Ashley
& Tuten, (2015) social media is the most emerging platforms in recent times, through which
effective promotion of products and services can be carried out. In the contemporary times,
social media is being considered as one of the major platforms in engaging wide range of
customers within a single platform. This is the way, through which direct interaction with the
customers can be made by sharing detailed information related to the content with that of the
customers. This is one of the major tools, serving the companies with the ability to integrate
social technology in the business.
The strategy of word of mouth plays a significant role in strengthening the public image
of a company. There lies the significance of social media marketing, as it is accelerating the
marketing related activity of an organization. As social media holds the ability to engage wide
range of customers, it is imperative for the companies to integrate such strategy in order to run
their promotional activity in a timely and cost effective manner. As the purchasing behavior of
the customers is largely dependent on the network of family and peers. Social media marketing is
the greatest way of exploring the most influencing factors behind the buying intension.
Successful implementation of social media marketing strategy can pave the way for corporate

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entities to provide all the valuable product related information among the customers and thereby
enables them to make purchasing decision. Holliman & Rowley (2014) commented that
practicing customer empowerment is the major issue, facing by the business organizations in
contemporary times. This research question is based on analysis of the role of social media
marketing on engaging wide range of customers. Different research has been conducted
previously in order to explore the role of marketing activities on generating interest among the
customer. Therefore, this research will be carried out to evaluate the significance of running the
marketing activity on a single platform. The role of marketing activity on influencing consumer
purchasing decision. The result of the study will support in exploring the way, through which
social media is playing a pivotal role in the contemporary business scenario. In the literature
review section, different theoretical frameworks related to marketing will be discussed. Both
primary and secondary data will be collected in order to complete the research in a systematic
manner. The hypothesis of the research will be based on the positive influence of social media
marketing on strengthening the buying decision of the customers.

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Reference List:
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’
perceptions of best practice. Journal of research in interactive marketing, 8(4), 269-293.
Lee, D., Hosanagar, K., & Nair, H. S. (2014). The effect of social media marketing content on
consumer engagement: Evidence from Facebook. Stanford Graduate School of Business,
9(2), 89-110.