The Use of Social Media in Promotion

This study evaluates the impact of social media on businesses and their competitiveness. It explores the different social media platforms used by businesses to connect with potential customers and promote their products or services. The study also suggests strategies for businesses to enhance their marketing strategies and maintain their reputation on social media.

THE USE OF SOCIAL
MEDIA IN PROMOTION

Table of Contents.
INTRODUCTION ..........................................................................................................................3
AIM..................................................................................................................................................3
SEARCH TECHNIQUES................................................................................................................3
SOURCES........................................................................................................................................4
LITERATURE REVIEW................................................................................................................4
CONCLUSION................................................................................................................................6
SUGGESTION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Zhang and et.al., (2020) suggested the term social media refers to the combination of
apps and websites which helps to collaborate or communicate by interacting or sharing
information. With the digitalization, most of the people do connect or interact with each other
with the help of social media like Instagram, Facebook, Whatsapp, Twitter etc. Due to the
increasing use of digital technology, many businesses has shifted on to use the social media
platform to promote the product or service of the company. YouTube, TikTok, Snapchat,
LinkedIn are different marketing line used by many organisations to connect with the potential
customers which assists them to get a competitive edge over the opponents in the given market
or industry.
Businesses use social media to engage with the audience to get the feedback or opinion
about the product or service which the company is providing. They directly interact with the
consumers to attract them by resolving their feedbacks resulting in customer loyalty and brand
name.
AIM
 To evaluate the significance of social media platform in promotion
 To determine the impact of social media in organizational competitiveness
SEARCH TECHNIQUES
In order to conclude this case study, to gather the information required for the research
the techniques used by the scholar is surfing the wide range of online servers following the
search of exact phrase. By enabling this technique, there is a need to adopt the given actions:
 Search a valid article on the given topic.
 Discover relevant documents on the research topic.
 Define the words which are important to explain.

SOURCES
The investigation is successfully analysed and completed with the assistance of relevant
data and information which was authored by various jurists resulting in achieving the proposed
aim through:
 Klassen, K. M. and et.al., 2018. What people “like”: Analysis of social media strategies
used by food industry brands, lifestyle brands, and health promotion organizations on
Facebook and Instagram. Journal of medical Internet research. 20(6). p.e10227.
 Pourkhani, A. and et.al., 2019. The impact of social media in business growth and
performance: A scientometrics analysis. International Journal of Data and Network
Science. 3(3). pp.223-244.
 Schwemmer, C. and Ziewiecki, S., 2018. Social media sellout: The increasing role of
product promotion on YouTube. Social Media+ Society. 4(3). p.2056305118786720.
 Kwayu, S., Lal, B. and Abubakre, M., 2018. Enhancing organisational competitiveness
via social media-a strategy as practice perspective. Information Systems Frontiers. 20(3).
pp.439-456.
LITERATURE REVIEW
According to Kwayu, Lal and Abubakre (2018), an organisation utilize the social media
platforms from the stage of experimentation to the mainstream level stage resulting in the
competitive advantage and obtaining business attributes & values. Pourkhani and et.al. (2019)
stated that in today's world for many businesses the concept of Social Media has placed a key
role to earn the profitability by advertising their product or service on the applications such as
Wikipedia, Twitter etc. As per view of the Klassen and et.al. (2018), many organisations utilize
different techniques to engage with their potential customers such as food businesses attract or
induce the audience by attempting delicious pictures of food items on their website or accounts.
The retail industry choose lifestyle promoting campaigns and short advertisements between
surfing the social media. But apart from the food and clothing industry, health businesses lack in
promoting their market as they had a minimal connection with the users. Schwemmer and
Ziewiecki (2018) elucidated that for the advertising of the products and services many
organisations used the YouTube platform as an effective marketing tool to promote the company
brand name. The tool has established its existence since 2005 and today it provides various

methods to demonstrate the products or service of an organisation through skippable & non-
skippable ads, display advertisement, marketing influencers videos with a creative and
innovative user interface.
In the present time, the social media affects the consumer taste and preference as
nowadays the content created on the social media platform has mostly done by the user itself
which was solely controlled by an organisation previously. This resulted in the bad impact on
the brand because potential users shift to use substitute products prevailing in the market.
According to Arora and et.al. (2019), stated that there are various groups being run on the social
media apps like Facebook and Telegram who likely to criticize the brand name of the company
which results in the negative impact of social media on an organisation. As per view of the
Sengar, (2021), it has opposite results which states that these groups also helped in the negative
publicity of the product or service and users to attract to try the following thing. It also aids the
company to improve the service or product by getting a feedback that would assist an
organisation to survive in the competitive market.
Boerman and Van Reijmersdal, (2020) suggested that social media allows an
organisation to form strong and meaningful connection to better know the future audience. It
would aid to determine the actual feedback from the targeted customer. The interaction between
the potential user and an organisation through the channel of social media helps to enhance the
sales and business growth resulting in improving the brand loyalty. According to the Ansari and
et.al. (2019), social media assists the businesses to make quicker and clear decisions which
would identify and resolve the customer issue in a rapid way. Febriyantoro, (2020) elucidated
that the role of YouTube in promoting the product or service has growing with the time and the
social media tool has undergone significant changes which attracts the consumers. The
influencer role is very important considering the fact that the videos which would be formed
regarding the product or service of the company must convey the positive aspect. Boerman and
Van Reijmersdal (2020) stated contradictory point of view which describe that sometimes the
influencer creates content which represents negative image of the company. Therefore, the
marketing influencer plays a key role in building or losing the reputation of an organisation.
As per view of the Weismueller and et.al. (2020), the company has an upper hand if they
had strong promotional marketing. Many organisations follow traditional method of advertising
their product or service through print media or mouth-to-mouth publicity. Veleva and

Tsvetanova (2020) stated that with the rise in the digitalization, businesses need structural
change in the promoting strategy by emphasizing more on social media strategy which has been
relied on three elements, firstly mindful adoption meaning the company include social media
platform, secondly community building referring to the interaction between consumer
communities over the social media and thirdly absorptive capacity is the process which is being
developed by the company to source an organisation value from the community. Gupta and et.al.
(2020) elucidated that social media could be leveraged providing the company with the value of
the business and enhancing their competitiveness. Advantage of social media impact on an
organisation could be witnessed by providing information on comparing the customers taste and
behaviour in specific reference to the competitors resulting in better decision-making of pricing
and audience preference. According to Rietveld and et.al. (2020), with the help of social media
the business could communicate by giving message to its potential customers, employees and
youth which has been an effective method of promoting loyalty incentive and increase sales to
the targetted audience.
CONCLUSION
The project has been concluded by analysing the impact of social media on the company
or an organisation. The social media tools are important for the promotion and advertisement for
the product or service which helped the business to get success, growth and better performance
in the given industry. Food and retail industry was emphasized more on the use of social media
to ballyhoo their products so to attract the consumers resulted in better competitiveness in the
given industry. YouTube has been the king of the social media platform to promote the
company's product or service and was also deemed to be a negative influencer for the business.
Therefore, the research has been summarised by determining and evaluating the impact of social
media on an organisation to understand and enhance the competitive advantage in the given
industry.
SUGGESTION
Although, the project has witnessed fresh insights of the impact of social media platform
on the various industry but the health businesses will need to enhance their marketing strategies.
This industry has less presence and are still developing the presence over social media. They are

focusing on the traditional method of advertising their product or service instead of relying on
the innovative and social media tools. They need to maintain relationship with the user by
engaging through different strategies like providing data to the clients regarding their medical
report or by giving prescription for a nominal fees. They can run various campaigns and
programmes to aware about the health and targeting the young adults of the country. The another
recommendation which will be taken care by businesses while utilizing the social media platform
is that they need to be away from the negative feedbacks which helps to maintain the reputation
in the market and provide a competitive advantage as well as enhance the growth in the given
industry.

REFERENCES
Books and journals
Ansari, S. and et.al., 2019. Impact of brand awareness and social media content marketing on
consumer purchase decision. Journal of Public Value and Administrative Insight. 2(2).
pp.5-10.
Arora, A. and et.al., 2019. Measuring social media influencer index-insights from Facebook,
Twitter and Instagram. Journal of retailing and consumer services. 49. pp.86-101.
Boerman, S. C. and Van Reijmersdal, E. A., 2020. Disclosing influencer marketing on YouTube
to children: The moderating role of para-social relationship. Frontiers in
Psychology. 10. p.3042.
Febriyantoro, M. T., 2020. Exploring YouTube Marketing Communication: Brand awareness,
brand image and purchase intention in the millennial generation. Cogent Business &
Management. 7(1). p.1787733.
Gupta, S. and et.al., 2020. The impact of brand value on brand competitiveness. Journal of
Business Research. 112. pp.210-222.
Rietveld, R. and et.al., 2020. What you feel, is what you like influence of message appeals on
customer engagement on Instagram. Journal of Interactive Marketing. 49. pp.20-53.
Sengar, A. S., 2021. The impact of social media on business growth and performance in
India. Asian Journal of Research in Business Economics and Management. 11(12).
pp.27-31.
Veleva, S. S. and Tsvetanova, A. I., 2020. Characteristics of the digital marketing advantages
and disadvantages. In IOP Conference Series: Materials Science and Engineering (Vol.
940, No. 1, p. 012065). IOP Publishing.
Weismueller, J. and et.al., 2020. Influencer endorsements: How advertising disclosure and
source credibility affect consumer purchase intention on social media. Australasian
marketing journal. 28(4). pp.160-170.
Zhang, H. and et.al., 2020. How social-media-enabled co-creation between customers and the
firm drives business value? The perspective of organizational learning and social
Capital. Information & Management. 57(3). p.103200.