EDU10010: Annotated Bibliography - Social Media and Learning

This annotated bibliography, prepared for the EDU10010 course, examines the multifaceted impact of social media marketing across various sectors. It includes annotations of four key readings: Godey et al.'s study on luxury brands, Whiting and Deshpande's analysis of social media marketing as a necessity, Kelly et al.'s research on food marketing to children, and Jones et al.'s investigation into the impact on small businesses. Each annotation provides a summary, critical evaluation, and a statement of relevance. The bibliography explores how social media influences brand equity, consumer behavior, marketing strategies, and the challenges and opportunities it presents for different business types, including the ethical considerations of marketing to children.

Running head: EDU10010 LANGUAGE AND LEARNING IN YOUR DISCIPLINE
EDU10010 LANGUAGE AND LEARNING IN YOUR DISCIPLINE
Name of the Student
Name of the University
Author Note

1EDU10010 LANGUAGE AND LEARNING IN YOUR DISCIPLINE
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Social media marketing is a vital platform for different small to large brands in the
market. The research was conducted by adopting an illustrative and systematic process
through a survey of 845 Chinese, French, Indian and Italian luxury brand consumers. The
study employs a survey to throrughly investigate two types of customer– at one side French
and Italian and on the other hand Chinese and Indian for five world famous luxury brands.
This article provides information about how in different ways luxury brands are
making their products more famous and popular to their customer through different social
medial platforms. The study further shows that the brand is also promoting its uniqueness
from other available products of the same origin through this social media forum.
The research shows that social media plays a vital role in the success story of a
luxury brand. The research states out that, social media marketing efforts depend on five
wheels, they are entertainment, interaction, trendiness, customization, and word of mouth
(WOM). A study has been shown that many of the customers get pleasure and entertainment
from viewing various social media acts for their favorite brand. The study further emphasizes
the fact that through a social media campaign, the brand actually interacts or introduce their
product to their customers as this is the easiest way to sell their products. The trendiness of
products is another aspect of the luxury brand that they sell to their customer. Brands by
showing the level customization of their websites or selling sites elaborate the extent to which
a service can be customized to please a customer's preferences. WOM is a way of seeking to
give and passing opinions about a particular product which is important for the selling of the
product in the market. The strength of this study is that it covers all aspects of SMM and its

2EDU10010 LANGUAGE AND LEARNING IN YOUR DISCIPLINE
effort to reach the customer but the study is restricted to the positive impact of SMM and
does not cover the negative impacts of such a forum for brands and customers.
Whiting, A. and Deshpande, A., 2014. Social media marketing: A myth or a
necessity. Journal of Applied Business & Economics, 16(5).
Social media marketing strategies are nonetheless very important for the business
growth of a company In this study, the author states that it is factual that social media
marketing definitely reduces the cost-effective campaign for brands through hoarding,
placards or by arranging promotional campaign in different cities, but it is important to
mention that there are also disadvantages of SMM. Firstly, the SMM forum does not
automatically take consumers to the company's profile in most cases but it goes through
various proxy servers, which is itself a risk for data privacy of a consumer. Secondly, most of
the luxurious brand names are already known to the worldwide customers therefore, it does
not create any difference in growing its popularity among consumers. Thirdly, SMM needs
the support of the website, blog, and email, which further needs to be handled by an expert
team so that any technical issue does not take place through its promotion. Therefore, it
increases the cost for the company to appoint the expert for full time. The author further tries
to point out the perks of using social media marketing that builds a relationship between the
various customer and their brand through these social platforms. Further, the author points
out that through this SMM brand can actually resolve disputes or issues that their customers
are facing within a short span. This marketing strategy further lessens the boundaries for the
company to reach out to the different customers in the whole world. Therefore, the benefit of
this study is that it shows the advantages of disadvantages of SMM from a brand perspective.
However, the author's view in this study is limited to discuss and provide solutions to the
consumer for the breach of private data while accessing these SMM sites or pages.

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Kelly, B., Vandevijvere, S., Freeman, B. and Jenkin, G., 2015. New media but same old
tricks: food marketing to children in the digital age. Current obesity reports, 4(1), pp.37-
45.
Social medial marketing is definitely an enriched platform for every kind of
businesses including food business. This research is based on survey reports on various
country's people and their habit of using social medial to understand the market scenario of
different industries. The research was conducted also one small and large brand that opt for
social media campaigns for their food promotion. The research states that the modern age
people are dependent on using social media even to understand the situation of the food
market or to decide their food preferences. Therefore, these food chains opt for this forum to
attract customers for their commercial foods. The especially make their advertisement
attractive so that they can attract children who have a huge craze of junk food. It has been
seen during a Nielsen survey in 2003, that 75 % of the advertisers accepted the fact of paying
for advertising on social media. In another Australian survey of 5-8-year-olds, it has been
reported that older children who were a part of a promotional campaign of Kellogg’s Froot
Loops reported more to prefer Froot Loops to other cereals. As per the research report, many
junk food makers are also targeting these young age children by making a lucrative
advertisement for their product and promoting it through SMM. This research proposes to
monitoring this irrational campaign for children through the International Network for Food
and Obesity/non-communicable diseases Research, Monitoring and Action Support
(INFORMAS). The advantage of this research is that it shows the negative impact of food
campaigns for children but does not cover the fruitful impact of such marketing over the
children and their parents.

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Jones, N., Borgman, R. and Ulusoy, E., 2015. Impact of social media on small
businesses. Journal of Small Business and Enterprise Development.
Social Media Marketing is not simply beneficial for the luxury brand but as well as
for small brands and companies. The research was conducted by adopting a case study based
on two surveys and semi-structured interrogation with the proprietors and management staff
of five small companies in the Maine western mountain region, which is regarded as an
economically depressed region and where the businesses are frequently under pressure to
survive. The research shows that small size firms through this social media marketing
generally try to promote their goods and services to the customers of the market who are
already set their preferences through other small or big products or services. Therefore, this
strategy was adopted by them in the initial days to save the campaign and promotional cost
for these companies. Further, these campaigns also help these firms to increase awareness
and exploration regarding their products, further helps in improving their relationships with
customers, attract new customers. According to a 2012 study on 600 small businesses
regarding the impact of SMM over these businesses, it has been reported that 78 percent of
people generated almost 25 percent or more of their existing clients through SMM. Another
70 percent reported that social media and a web existence of these companies through various
online websites, blogs and channels aided in achieving customer-related benefits, further to
get referrals from the existing customers. The research further states that SMM aids in
monitoring feedback of the clients about the small firm products which helps in enhance the
relationship between a company and their clients. This study elaborates on the advantages of
SMM over small firm's business but does not cover the disadvantages relating to fake
branding through SMM by these further. Furthermore, the scope of the research was small
and does not cover the opinion of a satisfactory number of small business houses.

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Bibliography:
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Jones, N., Borgman, R. and Ulusoy, E., 2015. Impact of social media on small
businesses. Journal of Small Business and Enterprise Development.
Kelly, B., Vandevijvere, S., Freeman, B. and Jenkin, G., 2015. New media but same old
tricks: food marketing to children in the digital age. Current obesity reports, 4(1), pp.37-45.
Whiting, A. and Deshpande, A., 2014. Social media marketing: A myth or a
necessity. Journal of Applied Business & Economics, 16(5).