Impact of Social Network Persuasiveness to Marketing Compared to Traditional Word-of-Mouth

Running head: SOCIAL NETWORKS 1
Impact of Social Network Persuasiveness to Marketing Compared to Traditional Word-of-Mouth
Student Name
Institution

SOCIAL NETWORKS 2
Table of Contents
1.0 Problem Statement.....................................................................................................................3
2.0 Research Aim and Objectives....................................................................................................4
2.1 Research Objectives...............................................................................................................4
2.2 Research Questions................................................................................................................4
3.0 Literature Review......................................................................................................................4
4.0 Methodology and Data..............................................................................................................5
5.0 References..................................................................................................................................6

SOCIAL NETWORKS 3
1.0 Problem Statement
The modern business world is driven by technology. Customers are demanding constant updates
for any new product offerings in the market (See-To & Ho, 2014). As a result, a decentralized
approach to marketing is required in order to satisfy consumer needs. Close to two decades ago,
the traditional word-of-mouth approach to marketing had gained a massive growth. In this
approach, a centralized market benefited, with companies lagging behind when it comes to
marketing their products in different areas. Today, most companies target a wide range of
customer base to an extent of going global. The traditional word-of-mouth marketing approach
was ineffective, and thus could not be relied upon (Balaji, Khong, & Chong, 2016). However,
the traditional-word-mouth approach has not been scrapped out completely from market, but has
been integrated in the social networking tools, as a feature for customer views, where
demonstrations about product offerings for customer preferences are done over the internet.
While traditional-word of mouth is no longer used in modern marketing, technology has
integrated it with the social network approaches, and this has made marketing successful and
catchy for companies to their target markets. Social network tools such as YouTube, Vlogs,
Facebook Ads, Instagram Ads, and WhatsApp are being greatly used in modern-day marketing.
In essence, these Ads feature video-voice recordings for the marketers, where viewers watch and
get the desired information about products (Balaji, Khong, & Chong, 2016). The aim of this
research paper is exploring why social network marketing tools are more persuasive than the
traditional word-of-mouth marketing approach.