A Comprehensive Literature Review on Social Media in Marketing

This literature review examines the significant impact of social media platforms, including Facebook, Instagram, and Snapshots, on contemporary marketing strategies. The study delves into the evolution of social media marketing, highlighting its importance in brand awareness, customer engagement, and market competition. It synthesizes insights from various academic sources to explore the positive effects, such as increased marketing reach and cost-effectiveness, and the negative aspects, like the need for high time investment and potential for adverse brand impacts from negative customer feedback. The review also discusses methods of integrating social media into marketing operations, emphasizing the importance of adapting to changing trends and leveraging various social media mediums. The conclusion underscores the critical role of social media in business growth, while also acknowledging the need to mitigate potential drawbacks. It offers a comprehensive overview of the current state and future directions of social media marketing.

LITERATURE REVIEW

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Literature review..........................................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

Topic: The effect of social media (Facebook, Instagram, Snapshots) on marketing
INTRODUCTION
In today's world of modernization and globalization social media is one of the best
practice that is being used by marketing sector. It is one of the latest and trending concept that is
being prevailing in the sector of marketing. As social media is having broad scope and coverage
so it is usually highly adopted marketing practice. In order to meet the market competition and
the need of the latest trends it is very essential for the companies to shift their working operation
from traditional to this trending concept. Under this research, researcher used secondary mode of
data which is being collected from various articles and journals and supported by literature
review based on certain themes.
MAIN BODY
Literature review
Concept of social media:
As per the views of Jacobson, Gruzd and Hernández-García (2020) social media is that
concept which includes the media that is being used socially and among the society. It is also
used by the business in order to perform their marketing function. It is one of the best mode of
marketing used by companies in order to make awareness about their product among the society.
While, on the other ways Pourkhani (2019) states that concept of social media is also one
of the widely used concept. As per this concept if any sector plans to operate its business
operation through using social media including Instagram, Facebook, twitter or any other social
media mode then it would all covers under this concept. Being a trending and modernized
concept it is one of the widely used mode by companies nowadays.
As per Rathore and Ilavarasan (2018) views social media is used by companies to create
interpersonal communication link with their customers in addition to raising awareness among
them regarding company's product and services. As per its name, itself suggest its concept that
using of social platform or such platforms which is connected with people socially is all included
in its meaning.
Importance of social media:

Li, Larimo and Leonidou, (2021) illuminates that social media plays an important role in
the field of marketing. As the basic concept of marketing is concerned with creating awareness
among the customers regarding the company and its product so social media plays an important
role in this. Social media is like the essence of marketing which truly justify its meaning of
marketing by creating brand awareness among public.
As per the views of Ismail, (2017) social media is one of the important concept in the
sector of marketing. This is because it gives a new direction to marketing sector in terms of
raising its dimensions and exploration. As social media is one of the most widely used concept
and element of the life of a person so it directly linked with marketing because marketing also
aims to reach in the approach of every individual. This means that through the concept of social
media the marketing of the product as well as services can be performed at wide level.
Grizane and Jurgelane (2017) explains that in today's competitive and socially evolved
world apart from marketing sector it is equally important for the companies too. As no company
can survive without being socially involved or without making social connection. Since it is also
a dual communication concept so it also enables companies to know what their customer thinks
about it. Being a socially evolved and connected concept it would not be wrong to consider that
this concept will lead to raising customer's share for companies and ultimately helps it in
accomplishing its objective regarding raising of revenue and sales percentages.
Alalwan and et.al., (2017) said that as per the changing trends and the world of
modernization social media is very important element of marketing. As marketing is being done
by the companies for raising the awareness about their product which was now being made with
the use of social media. As per the changing trends the importance of social media is raised in
the field of marketing because use and popularity of social media nowadays is much higher
because of its wide coverage. Also, due to involvement of social media in marketing the
companies can also able to compete with each other. This means that it is again very important in
the field of market competition.
Positive and negative Effect of social media on marketing:
Ding and et.al., (2017) illuminates that social media has direct and positive impact over
the marketing sector, this is because it makes the marketing sector even more productive and

effective. As social media is that platform where apart from marketing dual communication is
possible. As marketing through social media allows the customer to share their reviews and
feedback which is not possible yet before the organization of this concept. This means that it
plays a major role in raising the efficiency of marketing sector along with its performance level.
On the other hand Appel and e.al., (2020) argued that though it have given new
perspective to marketing but on the same it has also affected this field. This is because after
using of social media as a mode of marketing, some companies have reduced its use. As social
media allows dual communication but any wrong and adverse comment of the public towards the
company and its product will direct have an adverse impact over its brand. Thus, the use of
social media as a marketing mode is being discouraged by most of the companies.
Lim and et.al., (2017) states that social media has raised the use of marketing and
affected positively in terms of its growth. As marketing through social media is one of the best
and cheap form of marketing. This means that marketing activity that is being performed by
social media involves low cost. Thus, due to involvement of low cost the demand of marketing
through this mode has raised among the companies.
However on a critical note Jin, Muqaddam and Ryu, (2019) said that though it is the best
form of marketing and have positive impact but at the same side it has adverse impact in the
form of requirement of high time. This means that the time that is being required in the social
media marketing is high. As it requires a lot of time to make the content as well monitoring it
regularly so that its benefits can be grabbed. The time of making the content and monitoring in
social media marketing is usually more in comparison of other modes of marketing.
Pütter, (2017) elucidates that social media in marketing has positive impact in terms of
widening the scope of marketing. As marketing network has wide reach but the marketing
through social media has more widen its scope. This means that marketing through social media
would be able to reach within the coverage of every individual who is having account over social
media platform or who are the user of social media. Since, in today's time there is no individual
who is not a user of social media so this has helped the marketing in terms of raising its reach.
Kizgin and et.al., (2018) said that apart from positive impacts social media also puts
adverse impact over the marketing sector in terms of reducing its use. As social media is an open
platform which on the one hand helps in marketing of the business but at the same side it also

affects the business in terms of loosing and leaking of private information of the customers. Due
to this reason many companies don't prefer their marketing through social media mode.
Methods of infusing and inculcating social media in marketing:
Voramontri and Klieb, (2019) states that social media can be infused in marketing by
inculcating its modes and mediums in it. As social media is one of the widest form which can be
infused by marketing by raising the access towards its modes including Facebook, Instagram,
snapshots, YouTube and many more. As no activity of any specific sector will be executed
without using its mediums. So inculcation of the mediums of social media will make the
marketing made possible.
Coles (2017) also commented and remarked that companies can also opt and infuse social
media in its business for performing their marketing function. Companies can perform this by
building their account over social media platform including Facebook or Instagram or any other
media. Also, for being socially active it has to enhance its level of awareness about changing
trends and demands of the trends. Being infusing social media into company's business will lead
to widening of dimensions for it and thereby it can raise its business growth and success rate.
CONCLUSION
From the above literature review it is concluded that concept of social media is very
important for each and every sector and their associated companies. This concept will raise pace
of growth of sectors along with achievement of objectives. This literature review also elucidates
that apart from various advantages regarding the concept of social media there are also some
negative impacts which is very essential to be mitigated and considered. Apart from that by
adopting various methods companies and industries can inculcate and indulge the concept of
social media in their working operations.

REFERENCES
Books and journals
Alalwan, and et.al., 2017. Social media in marketing: A review and analysis of the existing
literature. Telematics and Informatics. 34(7). pp.1177-1190.
Appel, and e.al., 2020. The future of social media in marketing. Journal of the Academy of
Marketing Science. 48(1). pp.79-95.
Coles, L., 2017. Social media for business: foolproof tips to help you promote your business or
your brand. John Wiley & Sons.
Ding, and et.al., 2017. The power of the “like” button: The impact of social media on box
office. Decision Support Systems. 94. pp.77-84.
Grizane, T. and Jurgelane, I., 2017. Social media impact on business evaluation. Procedia
Computer Science.104. pp.190-196.
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.
Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is
watching the watchers?. Journal of Retailing and Consumer Services. 53.
Jin, S.V., Muqaddam, A. and Ryu, E., 2019. Instafamous and social media influencer
marketing. Marketing Intelligence & Planning.
Kizgin, and et.al., 2018. The impact of social media on consumers’ acculturation and purchase
intentions. Information Systems Frontiers. 20(3). pp.503-514.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science. 49(1). pp.51-70.
Lim, and et.al., 2017. The impact of social media influencers on purchase intention and the
mediation effect of customer attitude. Asian Journal of Business Research. 7(2). pp.19-
36.
Pourkhani, and et.al., 2019. The impact of social media in business growth and performance: A
scientometrics analysis. International Journal of Data and Network Science. 3(3).
pp.223-244.
Pütter, M., 2017. The impact of social media on consumer buying intention. Marketing. 3(1).
pp.7-13.
Rathore, A.K. and Ilavarasan, P.V., 2018. Social media and business practices. In Encyclopedia
of Information Science and Technology, Fourth Edition (pp. 7126-7139). IGI Global.
Voramontri, D. and Klieb, L., 2019. Impact of social media on consumer
behaviour. International Journal of Information and Decision Sciences. 11(3). pp.209-
233.
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