Impact of Social Media in Promotions - Literature Review

This literature review explores the implications, types, positive and negative impacts, and security measures of social media in promotions. It also identifies critical literature gaps and provides recommendations for future studies.

IMPACT OF SOCIAL MEDIA IN PROMOTIONS

Table of Contents
Introduction................................................................................................................................2
Overview of the topic.............................................................................................................2
Research Aim.........................................................................................................................2
Research Themes...................................................................................................................2
Outline of structure................................................................................................................2
Literature Review.......................................................................................................................3
Theme A: Implications related to basic practices of promotion............................................3
Theme B: Types of social media advertisements which are adopted by businesses
internationally........................................................................................................................3
Theme C: Social media Positive impacts in promotions.......................................................4
Theme D: Social media Negative impacts in promotions......................................................4
Theme E: Measures of Security and Theoretical Perspectives..............................................5
Conclusion..................................................................................................................................6
Summary and findings...........................................................................................................6
Practical Implications.............................................................................................................7
Critical Literature Gaps..........................................................................................................7
Recommendations for Future Studies....................................................................................7
References..................................................................................................................................8
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Introduction
Overview of the topic
Social media is referred to as the growing trend for the businesses so that they can
market and promote their product and services in the recent times. It is a fact that social
media is easy to use and helps organisations in easy access to the target market which are
considered as the major benefits of using social media marketing. But there are also some of
the demerits of social media which are discussed in the following report.
Research Aim
The following investigation has the aim of targeting the factors of social media which
helps in the promotional activities to several companies. Merits and demerits of social media
are discussed and highlighted along with the delivery of the concept given by the well known
authors and expertise in the form of literature review.
Research Themes
The following themes discussed in detail are:
a) Implications related to basic practices of promotion
b) Types of social media advertisements which are adopted by businesses internationally
c) Social media Positive impacts in promotions
d) Social media Negative impacts in promotions
e) Measures of Security and Theoretical Perspectives
Outline of structure
Structure of the following report outlines the introduction and research with proper
justification. Sub headings are used in the form of themes under the section of literature
review and also the identified gaps are also discussed in each of the heads. Conclusion is
provided along with the summary and proper findings of the research.
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Literature Review
Theme A: Implications related to basic practices of promotion
According to Cabrera et al., (2018), Social media is a complex system which has
emerged from the adoption of different information distribution at different levels. It provides
the advertisement and promotion in a faster and powerful data distribution so that it can
influence the content marketing in terms of academic and commercial functions. Research in
context with education is motivated with the help of facilities given by the internet which
involves the different procedures for example attaining the permissions and grants for
assorted analysis.
According to Tajudeen et al., (2018), nowadays technology is gaining the value which
has supported the business in detention at some of the prominent companies. Advancement in
technology has contributed to connecting the world from various parts and supported in
achieving the functional and structural diversity along with the international inclusion.
Innovative skills and talents which are top most have the place in foreign companies which
generally owes to social media marketing. It helps in the career options and building
networking from various social media applications such as LinkedIn and indeed. Moreover
social media has benefited the retailing organisations in the recent past months at the time of
covid 19 situation. Hence it can be said that there are modern practices in different fields in
which social media is becoming a priority in terms of promotions and advertisements.
Gaps
Gaps identified here are such that the study which is conducted and displayed in the
above section is taken from the large and internationalised industries. But there are various
factors which are medium sized and small sized agencies where social media is difficult to
implement because it requires high trust and acquisition.
Theme B: Types of social media advertisements which are adopted by businesses
internationally
According to Appel et al., (2020), There are different types of social media
advertisements which are working nationally and internationally and are making good
promotions for the companies. Content marketing in Instagram and Facebook is highly
gaining popularity and also the similar trends is observed on social media platforms like
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WhatsApp as well. It helps in providing the familiarity of different features which are related
to the society and live shows which traditionally have the larger expenses as compared to the
lower expenses in an online manner with the help of social media marketing. There are also
the various broadcast channels which help in the content publishing and even the different
news channels such as BBC news who are uploading the daily topics of news on the social
media platform in order to foster the detailed and particular views of different products and
services of different organisations.
Gaps
Gaps identified in the above section is such that there are larger companies who
developed the advertisements with the lower expenses and handles the social media platforms
but these are the platform which also provides the opportunities to the localised companies in
which the research is not undertaken for the small and medium size organisations in an
effective manner.
Theme C: Social media Positive impacts in promotions
According to Akram and Kumar, (2017), There are several positive impacts of social
media in promotions. This is because social media helps in the easy access to the target
market. It also provides the web networking for the purpose of education which allows the
teachers and students to gain the interest in the studies and more reachability at the local and
national levels. it helps in the easier promoting and creating the awareness for the
environmental and the social causes for the three of cost.
According to Shareef et al., (2019), It is considered as one of the broader agreements
and informative platforms which helps in exploring the businesses to earn the profits. There
are sources of advertisements which are diversified and classified into Facebook and
Instagram who have the minimum charges to expand the business. Moreover there are other
trends given by Twitter and also the mass involvement in the community services like
donation with the help of websites easily. There are opportunities for the individual
marketing as well for the local startup with the help of p interest and also the career
promotions in order to obtain the good candidates.
Gaps
Gaps identified here is that the research is less undertaken on the local services to the
local companies as compared to the marketing of high companies with the help of social
media platforms.
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Theme D: Social media Negative impacts in promotions
According to Ismail (2017), There are negative impacts of social media as well. This
is because some of the businesses which are unverified games the brand loyalty which
questions the social media platform. There are various individuals who are doubtful in acting
unethically or illegally and sell the different products and services by promising with the help
of social media platforms. It also lacks the unavailability of the products and also the lack of
physical touch as well. Moreover lack of refund and return options are also limited in the use
of social media platforms which limits the scope for transactional undertakings.
According to Arora et al., (2019), Outreach to the customers and media engagement is
questioned because of the voluntary services. People generally complain about the fake
advertisement and also the Malpractice which displays the negative impact of the
organisations. There are several influencers of social media who write the blogs in the form
of false reviews many times in order to gain personal profits. It is difficult to identify the right
data and assess everything on the basis of the advertisements which are available on the sites.
Gaps
Gaps identified here are the operational inconsistencies for example delivery quality
in order to explain the demerits of social media platforms and also the research undertaken is
less specific.
Theme E: Measures of Security and Theoretical Perspectives
There are several measures of security and theoretical perspective which must be
adopted by the organisation. Retention of quality is one of the measures in which the
individuals retain the positive impact in terms of the performances of the companies which
helps in promoting the advertising schemes online. Making the use of verification measures is
another perspectives in which the brand portfolio and loyalty is qualified in order to use the
social media tool which also verifies the site for better security and provides that recognition
as well. Social media advertisement model is a theoretical perspective in which the customer
purchases are directed by the behavior contacts in terms of the purchase history. This is a
model which is used by the company in order to detect the content which is advertised on the
social media sites. It mainly focuses on 4 of the elements that are the infotainment and
integrity along with the invasiveness and income. These are the elements which support in
constructing the belief of the individual and help in obtaining the behavioural integration.
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This automatically generates the psychological responses that also impact the virtual
advertising as well.
Figure 1: SMAM Elements
(Source: (PDF) The Social Media Advertising Model (SMAM): A Theoretical Framework,
2021)
Gaps
Gaps identify are the failure to illustrate the measures which can be used by the
organisation to promote their own personal deliverable.
Conclusion
Summary and findings
It is concluded that there are various tools which procure the social media sites and
applications in order to promote the production services for the profit and also for the
nonprofit organizations. There are various effective measures which help in retaining the
quality of the content and also the reliability of the practices.
Summing Past Research
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As per the above discussion it is understood that the social media applications provide
the profit to the organisation in a large manner while promoting on the social media platform.
It helps in qualifying the rose and functions of global marketing which has also emphasized
on the misinterpreted promotions and its implications.
Practical Implications
The above research undertaken is expected to provide the guidelines for the future
researchers related to the social media platform in terms of corporate and education along
with the social services. The research is also associated with the advanced technology and its
implications as well.
Critical Literature Gaps
There are several limitations of the resorts which include the lack of communication
and less emphasis on the local companies as compared to the larger companies. Moreover
limitations are also related to the validity of the data and the in depth company analysis.
Recommendations for Future Studies
It is recommended that the research must use the primary techniques which improve
the specification of the research topic which is associated with the direct communication and
the specification in terms of industry based company in order to enrich the relevance of the
investigation.
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References
Akram, W. and Kumar, R., 2017. A study on positive and negative effects of social media on
society. International Journal of Computer Sciences and Engineering, 5(10), pp.347-
354.
Appel, G., Grewal, L., Hadi, R. and Stephen, A.T., 2020. The future of social media in
marketing. Journal of the Academy of Marketing Science, 48(1), pp.79-95.
Arora, A., Bansal, S., Kandpal, C., Aswani, R. and Dwivedi, Y., 2019. Measuring social
media influencer index-insights from Facebook, Twitter and Instagram. Journal of
Retailing and Consumer Services, 49, pp.86-101.
Cabrera, D., Roy, D. and Chisolm, M.S., 2018. Social media scholarship and alternative
metrics for academic promotion and tenure. Journal of the American College of
Radiology, 15(1), pp.135-141.
Ismail, A.R., 2017. The influence of perceived social media marketing activities on brand
loyalty: The mediation effect of brand and value consciousness. Asia pacific journal of
marketing and logistics, 29(1), pp.129-144.
ResearchGate. 2021. (PDF) The Social Media Advertising Model (SMAM): A Theoretical
Framework. [online] Available at:
<https://www.researchgate.net/publication/326146721_The_Social_Media_Advertising
_Model_SMAM_A_Theoretical_Framework> [Accessed 11 March 2021].
Shareef, M.A., Mukerji, B., Dwivedi, Y.K., Rana, N.P. and Islam, R., 2019. Social media
marketing: Comparative effect of advertisement sources. Journal of Retailing and
Consumer Services, 46, pp.58-69.
Tajudeen, F.P., Jaafar, N.I. and Ainin, S., 2018. Understanding the impact of social media
usage among organizations. Information & Management, 55(3), pp.308-321.
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