Social Media Marketing Innovation & Consumer Decisions: Samsung Case

This case study explores the influence of social media marketing on consumer decision-making, focusing on Samsung's innovative strategies. It examines how social media platforms have transformed marketing approaches, impacting customer behavior and brand engagement. The study reviews the shift from traditional marketing models to digital strategies, highlighting the role of social media in building brand awareness, fostering customer relationships, and driving business productivity. It further evaluates the effectiveness of Samsung's social media integration, considering factors like product awareness, social proof, and the use of key performance indicators (KPIs) to measure customer outreach and engagement. The research also touches upon the social cognitive theory to explain how social media affects individual behavior and choices, ultimately impacting the consumer's decision-making process. Desklib provides access to this assignment and many other solved assignments for students.

Innovation and
impacts of social media
marketing on
consumer decisions: a
case study on Samsung

Abstract:
Social Media marketing is supported on social media marketing for the purpose of
connecting with the audiences to enhance the sales process and drive the traffic of websites. It
concerned to publishing of content by social Media profiles and then attracting of followers
through such social media advertisements. Social media management tools can assist in the
process of achieving the success with social media marketing. It leads towards proper decision
making of customers as they can analyse their choices based on positive or negative aspects that
are related to particular brand for the purpose of achieving the required success level. Present
report is based on understanding the way social media marketing affects the customer judgment
making process. The positive or negative feedbacks of customers are affecting the way there is
reaching to final decision. The different innovation strategies are adopted by organisations for
the purpose of achieving the laid aims and strategies based on digital media strategies.

Table of Contents
Abstract:...........................................................................................................................................2
Introduction......................................................................................................................................4
Literature Review.............................................................................................................................5
Research methodology:..................................................................................................................11
FINDINGS AND ANALYSIS ...................................................................................................16
CONCLUSIONS AND RECOMMENDATIONS........................................................................27
RECOMMENDATIONS:..............................................................................................................27

Title: “Innovation and effect of social media marketing on consumer decisions”: a case study
on Samsung.
Introduction
Social media has achieved a relevant position in the present times because of the
changing scenario of external environment. It has become one of the most important tools that is
used by people across the globe for the purpose of connecting with each other, globally, now
people started to make utilization platforms of social media like Instagram, twitter, Facebook,
linked-in for the purpose of sharing their experiences. Social media has changed the way
organizations function in the society. It includes emergence of different platforms like Instagram,
twitter, Facebook that has lead to business organization taking notice of such emerging trends.
These sites can be further based on influencing the changing customer behavior (Shareef and
et.al., 2019). Customers are willing to share their reviews of the product & information related to
services, tops on using of some products and other such related aspects. People have began to
build up connections on social media that is a origin of determinant on customer & their overall
purchasing behavior.
Background of the research topic
Social media marketing is respect as the usage of various social media networks for the
intention of marketing product and services of organization. It offers organization a way to
engage with their present customer base and further reach with new ones to promote the desired
mission, tone and culture (Dahl, 2021). Present research is based on evaluating the way social
media marketing is playing a important role in the context of influencing the overall customer
decisions. It is based on understanding the way there has been a transformation in the
promotional and marketing activities of organizations by application of such social media
marketing tools.
Background of the research organization
Samsung is a south Korean manufacturing brand having its headquarters in south Korea.
It was supported by Lee Byung chul in year 1938 as trading company. With time this group has
diversified in various sectors that includes insurance, textiles, securities, food processing and
retail. They entered the electronics industry in year 1960. Samsung has related its place has asia's
one of the mots valuable brands and is the fifth most valuable brand across globe. The south

Korean powerhouse has seen a 9 percent growth that is 102.6 billion US dollars and retains as
Asia's most brand (Sheth and Kim, 2017).
Research rationale
There is expansion of social media platforms that can help in building of link between
customers and business by having two way communication to determine the way organizations
can connect with their customers by use of different creative approaches. The present research
work will assist in the coming course of research work that is based on understanding the
different functions and elements that are related to social media activities (Chen, 2018). There
will be further professional development as it will help in understand the way social media is
affecting the present lives of customers. On other hand the research is going to lead towards
reaching to effective recommendations and conclusions based on the laid aims and objectives.
Objectives of the research
 To examine the subtleties of social media and their influence on consumers’ decision-
making
 To investigate the consequences of social media in relation to the traditional marketing
models
 To evaluate the levels of efficiency of Samsung’s innovative integration of social media
as a powerful marketing tool to foster business productivity
Research questions
 What are the advantages that can derive from social media marketing?
 What are the consequences of social media in relation to the traditional marketing
models?
 How can Samsung use social media platforms to build an effective digital marketing
strategy and acquire more customers?
Literature Review
subtleties of social media and their influence on consumers’ decision-making
As per view points of Sitwat Langrial (2020), social media has lead to building up of
social media networks that is helping customers in seeking different ways of having
communication networks with the target segment of customers (Shanahan, Tran and Taylor,
2019). It has become very necessary to have prominent online existence of different social media
platforms in order to achieve a competitive advantage in the present changing times. As per the

current trend in marketing social media can influence the choices of potential customers till they
are purchasing and after that social media is also influencing the post purchasing behavior of
customer as well (Sun and Wang, 2019).
Social media is a crucial communication tool that can assist people in connecting with each
other. Social media is helping people in building of product awareness that is having a huge
influence on customers while they are willing to have consciousness with respect to a new
products. When customer are facing a difficulty they start to search for a answer but many times
they are not aware that which product is going to solve their problem. In context of Samsung
social media serves as a tool to solve such problems of customer by making them aware about
the new launches that are being made with respect to the issues they are facing.
Social media has emerged as a development of social proof that is lesser force of buying
decisions. It has appear as the tendency of people to resemble the conduct of people around them
who can influence their overall decisions (Heggde and Shainesh, 2018). Happy and satisfied
customer share their Positive feedback on the social media sites that may result into better shares,
likes, comments and reviews of social media. Marketers using social space more clear by sharing
their tweets, , comments, reviews and pins of the way happy customer can create brand trust. In
Samsung when the new customer base are observing such reviews they become more attracted
towards and it leads toe enhancement in the overall conversion rate of a particular prospective
customers into a loyal customer base (Zuhdi and et.al., 2019).
There are four major ways in which social media is influencing the customer behaviour.
Such as it leads towards building of required product awareness. When people gave some
problems they are willing to search for solution. Many times people does not posses a idea which
product or services may solve their issues. The main purpose of each concern is to determinant
the behaviour of customers. In presents scenario, if a brand is not having existence on social
media platforms then they are lacking out essential opportunity.
Social media has emerged as a generate diverse in the process of affecting buying
decisions. It has emerged as tendency of people to imitate the people behaviour who posses
influence. When a customer is satisfied they share sharing positive feedback of product with
shares, likes, comments and reviews on social media. Marketeer are using this social space in
Samsung to share tweets, pins. Comments, reviews and likes to enhance the present conversion
rate of customers (How does social media influence consumer behavior, 2020).

The consequences of social media in relation to the traditional marketing models
As per view points of Lang (2020), there are differences between traditional marketing &
social media marketing for the purpose of developing apprehension of concept. Traditional
marketing is regarded as the offline marketing that was spread before advent of internet. It is
based on incorporating strategies and tactics that is built around traditional mediums such as
newspapers, magazines advertisements, door to door fillers, radio ads and TV commercials
(Lepkowska-White, Parsons and Berg, 2019). Social media marketing is a key part of
overarching idea that is known as part of digital marketing it is used for describing the way
online marketing strategies are built around. Social media marketing leveraging the generality of
various platforms that includes twitter, facebook, snap-chat and Instagram.
Irrespective of the marketing is used by organization it plays a vital role in extension of
organizations reach and fostering its growth. It assist in the process of higher engagement and
influences behavior by satisfaction of the process to attract more customers (Traditional Media –
Make the Transition to Digital Marketing, 2020 ). The category of traditional media is large that
is based on various means such as television, radio. Magazines that is experiencing of marketing
through different traditional media channels. Marketing has become more strategic and effective
along with higher cost effectiveness that is leading to investment in social media more valuable
with time. Samsung is now targeting ideal buyers rather than selection of broad market with
bombard with message.
Traditional marketing & social media marketing are seek for the purpose of building of
awareness with respect to various product and services. In context of Samsung, innovative
communication skills are important to present the imagery of marketing strategy to stakeholders
and colleagues (Rishi and Bandyopadhyay, 2017). In the present era of social media marketing
has emerged as attractive tools for this Samsung as the global brand is using Instagram, facebook
for the purpose of engaging with the customers.
KPI are used key metrics that enable markets to successfully measure the outreach engagement
of customers. Social media is a interactive tool that is used for the purpose of measuring the
customer growth (Social Media Marketing vs. Traditional Marketing, 2020).
the Present social media tools are classified based on their practicality in various groups. These
includes messages, podcasts, bookmarks, message boards, network communities and wikis
(Tripathi and Rai, 2019). These platforms help in the process of individual expression and

friendly conversations that facilitate diverse & involvement that can accelerator the arrangement
of efficacious collaboration.
The overall impact of social media as marketing tools can be understood with the relevance of
social cognitive theory that is one of frequently cited theories in the mass communicating
research. As per this theory it provides explanation of the explicit capabilities of human behavior
and the observational learning. It is supported on understand the effect of social media on people
behavior (Du Plessis, 2017). It suggest a casual model to explain the human behavior in
reciprocal action among personal, environmental & behavioral factors. As per this theory the
social media marketing works based on the way individual decides to model another individuals
personal values or behavioral that is acquired through observational learning or demoralized to
choose based on overall detected outcomes (Dahl, 2021). In establish brands like Samsung this
theory is related with defining of the consecutive procedure of attention, retention, observational
learning, production & motivation processes. The attending process is based on the way people
notice, select and the way people behavior is exposed. The retention activity defines the level to
which people can recall they memorise behavior. Further, manufacture aspect is regarded as the
practice of behavior or through that is part of the learning process. The motivational activity is
based on implicit force towards learning behavior (Evaluating the Impact of Social Media on
Traditional Marketing, 2020 ).
social media has emerged as a new interactive tool for the purpose of laying down of
communication channels with customers. Social media marketing has accomplished and enabled
ab online “word of mouth” phenomenon. In this when a particular individual likes a particular
product or services then shares positive feedback it leads to attracting the new customer base
(Tsao and Mau, 2019).
Social media marketing is now compared with traditional marketing by analysing some of the
different aspects as mentioned below:
Cost: social media marketing is less expensive as compared to traditional media that is in terms
of wide reach to similar number of people. In this metric that is generally used in Samsung is
cost per thousand impressions.
Accuracy: Traditional media is is based on the quality to mark with laser exactness. Social media
marketing is based on having idea of the way there can be specification to marketing aspect.

Trust: social media marketing is based on content that is to prepare trust with time. Traditional
marketing forces are views of buyers (Mathur, 2019). It gives ideal buyer a opportunity to learn
and know about the different category of products. It fosters relations based on special offers.
Feedback: Social media marketing is a two way street that is added bonus of hearing back from
the customers. Social media is to measuring system the involvement of some new geographic
markets at a time period.
In present situation when the external environment is changing very fast social media beats the
traditional media. Change from traditional media to social media is impactful belongings that can
be done by a business. It offers multiple outlets for marketing the brand more effectively and
efficiently (Syrdaland Briggs, 2018). There can be use of a full fledged Facebook advertising
strategy that is to be continually optimised and tested. It will help in defining the goals and
further implementing a perfect strategy to enhance the profitability.
Facebook started around 2004, YouTube in the year 2005 & twitter in year 2006. The new aspect
is the way different social media sites such as you tube, twitter Facebook has affected the way
business market the products and services. Earlier forms of advertising were not based on
reaction of extraction. The social media marketing is based on having proper interaction among
people and organisation.
It has transformed the process of decision making among customers as it affects the business in
terms of brand image and reputation that is developed with time. In Samsung customers can
research if the organisation is ecologically friendly, offering wide range of products, offering
high quality. If Samsung is creating amazing quality products then they will be able to solve the
customers needs at fair prices. Social media has actually transformed the way business used to
traditionally market their profits.
There are some new rules of engagement that are part of social web and are to be explored in
relation to the way it contributes towards improving the brand image and corporate reputation.
Social media marketing is effective as it is based on prevailing psychological factors that are part
of social media networks.
The levels of efficiency of Samsung’s innovative integration of social media as a powerful
marketing tool to foster business productivity
As per view points of Dwivedi (2021), Samsung is a global brand that is continuously
working towards striving of the innovation process it is forefront in the process of developing

internet of things and artificial intelligence capabilities for home appliances through various new
innovations that they are continuously making (Dahl, 2021). There are approximate 330
Samsung social Media profiles that is managed across different platforms such as facebook
pages that maintains 114 profiles, another is 98 profiles that are managed on twitter handles, 43
profiles that is managed through Instagram accounts, 64 profiles are managed through YouTube
as a emerging platform of engaging and affecting customer choices. 11 profiles are based on
Linked In accounts (A deep dive into the social mediahabits and performance of Samsung,
2020). in the digital environment where there are three billion users across world organizations
are willing to engage with consumers. As per various global digital Mobile networking agencies
Samsung offers mobiles phones and devices at variety of prince changes.
They are working towards enhancing the mobile engagement. Samsung has been
successful at driving the customer behavior by consideration of the purchase Samsung is putting
great deal of consideration in the process of socially enabling their customers and brand loyalists
that is helping to foster a environment of advocacy and also a genuine celebration of products &
services. Most of the success of Samsung mobile is because of the efforts to launch the latest
lines of galaxy tablets and smart phones (Kelsey, 2017). Samsung is willing to be more global
and work towards social media marketing strategy is that they are actively adapted to various
mobile applications that can amplify the marketing campaigns and build up communities top
different social media influences. Samsung social media marketing strategy is based on actively
adopting to mobile applications. They are willing to have a holistic approach of cultivating social
currency that is considering impact of social media behaviors on three basic outcomes that is
consideration, purchase & loyalty (Tsao and Mau, 2019).
Samsung as a global centric brand have partnered with brands like Facebook for the
purpose of training its offline retailers to go digital, facebook and Samsung has disciplined
approx 800 offline retailers and further training sessions are lined up in forthcoming time period.
By leveraging of the Facebook preparation their various retail partners will target local
customers across such digital platforms (Kelsey, 2017). Customers will also be benefited as they
posses accession to product message shop galaxy smart phones through these social media pages
of their local retail brands. The main creative factor behind this training programmer will be
based on helping the offline retailers to set up the business pages & accounts on Instagram and
Facebook. Once it is set up it will help retailers in targeting local customers and engaging with

potential customers through other social media apps such as whats-app (Misirlis and
Vlachopoulou, 2018). It will also help in engaging with potential customer for sharing of
information like e retailers and e catalogs that is available on Samsung phones (Samsung
partners Facebook to help retailers use social media for business, 2020).
From the overall insights that are gained from skillful in Samsung's London based design
& innovation center, 2016 the overall predictions scope from virtual reality initiate that will lead
to changes to be made in physical and digital environments that can lead towards enhancement
of social conscience for younger customers to drive the Positive change. The initial focus of
Samsung digital marketing strategy was to develop a new promotional and competitive
marketing strategy with aim to build a high quality brand worth of offering products at premium
prices. Samsung is having approx 20 million followers on twitter & there are 158 million
followers on facebook. It is a secret to digital marketing success based on effective use of social
currency for driving the business results. Samsung is a brand having exceptional strategies in
propelling customer by development of loyalty towards the brand. Samsung is now best in
offering customers with opportunities to evaluate its products based on its social media presence.
They have created a online environment that fosters creativity & there is genuine
celebration of the products or services. Samsung has also used the viral strategy on you tube
platforms. There is video advertisement stressing on the benefits offered by Samsung as global
brand. The use of social media and internet has change the way customer behavior is analyzed
and business is conducted by organizations. Digital & social media marketing is offering
opportunities for the purpose of using it as part of augment reality and as part is digital content
management, B2B marketing and ethical systems (Gould and Nazarian, 2018). Social media
marketing is based on use of various social media level for the intention of having direct
connection with customer. With time it has emerged as one of the most important means for
establishing direct communication lines in comparison with other traditional forms of
advertising. Buffer has also emerged as one of the social media management tools that can lead
towards achievement of success with use of effective strategies for the purpose of building a
brand for a achievement of required level of success.
Research methodology:
As per the laid aims and objectives of research in order to address the research questions there is
application of some research methods that will be used by researcher for the intention of

addressing the research questions. Different research methods in this context are discussed
below:
Research philosophy:
It is the outermost part of the research onion. It is regarded as the set of principals that are to be
considered at the time when research is conducted. Philosophical positions in case of academic
studies are divided in two aspects that includes positivism & interpretive. In this positivism is
related with knowledge independent of the subject and interpretivism is a research philosophy
that is related to the own understand and perception of reality (Nakhid-Chatoor and et.al., 2018).
Positivism studies are defined to be more scientific and it results in testing of phenomenon on the
other hand inerpretretivist studies are regraded to be qualitative in nature. In the present research
work there will be use of positivist theory that will be used for the purpose of supporting the
basic purpose of research work.
Justification: The researcher is using positivist theory that is best suitable as per the purpose of
research work. It helps in the process of evaluating the relation of social Media used as a
marketing tool and the perception or decision making by customers. Further there will also be
used of pragmatism paradigm that can enable focus on topic and consequential aspects.
Research approach:
It is the next layer in the research onion that is used for purpose of understand the approach that
is to be adopted in the research work (Ciocoiu, 2018). For this purpose deductive approach and
inductive approach are the two types of approaches that are considered by researcher. In present
research report there will be adoption of deductive approach that provides a comprehension and
understater of the of the actions by usage of empirical data.
Justification: The present research work is based on investigating the overall impact o social
media marketing on the customer decision and customer perceptions. Deductive approach is
suitable as it will help in making a detailed investigation of the overall consequence of social
media marketing on customer decisions. It will help in clear formulation of further
recommendation and conclusions as per laid aim and objectives.
Research methods and research strategy:
while applying deductive approach there is use of appropriate research method based on which
researcher is willing to focus on specific hypothesis development on the literature review that is