The Effect of Social Media On Marketing

The Effect of Social
Media On Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Definitions...................................................................................................................................1
Positive effects of social media on marketing.............................................................................1
Negative impacts of social mdia on marketing............................................................................3
REFERENCES................................................................................................................................5

INTRODUCTION
Social media comprises of internet based applications which facilitates active interaction
through sharing of thoughts, ideas, and information. This becomes feasible though a
development of virtual networks (Salimi and et.al., 2019). Social media significantly impacts
marketing activities by providing novel approaches and methods that can be used by
organizations to reach their customers.
The key words that were used to find literature were social media, effect, marketing,
impact, promotion. This literature review aims to explore the effects of social media on
marketing. Both positive as well as negative effects of social media have been analysed in the
literature review.
Definitions
According to Ebrahim (2020), Social media is defined as websites and applications with
the help of the users are able to interact thorough creation and sharing of content. The various
viral communities and networks assist in fast sharing of ideas and content. As per the view of
Alalwan (2018), social media are computer based technologies through which ideas and content
can be shared by building virtual networks. Being internet based, it facilitates communication of
electronic content in a timely manner. Chatzigeorgiou, (2017) defined social media as a
collective term that encompasses websites and applications that lay emphasis on communication.
The different types of social media are forums, social bookmarking, social curation, etc.
Positive effects of social media on marketing
According to Lim and et.al., (2017), social media has significant positive effects on
business. It affects the business by impacting website traffic. It can be analysed that a
considerable amount of time is now spent by people on social media. It is for this reason that
social media can be regarded as a perfect medium that can drive traffic to the website of
businesses. However, Jayasuriya, Azam and Ferdous (2017) argued that social media can only be
beneficial in driving traffic to the organization’s website if it is implemented in the right manner.
But, Alalwan and et.al., (2017) stated that social media is one of the most effective media which
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