The Importance of Social Media in Marketing and Advertising

This report examines the significant influence of social media on modern business practices, particularly in marketing and advertising. It begins with an introduction highlighting the prevalence of social media platforms like Instagram, Facebook, and YouTube in today's technology-driven world, and then proceeds to a literature review exploring the evolving role of social media in business operations, including its impact on brand awareness, customer engagement, and overall business performance. The main body of the report delves into the specific ways social media marketing enhances brand visibility, drives website traffic, and fosters customer loyalty, using examples like Starbucks to illustrate successful strategies. The report also discusses the importance of adapting social media strategies to align with business goals, emphasizing the need for consistent engagement and customer service. The research methodology section focuses on an inductive approach using secondary data sources such as articles and financial statements. The report concludes by summarizing the key findings and implications of social media integration in marketing and advertising, emphasizing the need for businesses to adapt and leverage these platforms to achieve competitive advantages.

Marketing

Marketing 1
Contents
Introduction................................................................................................................................2
Literature review........................................................................................................................2
Main body..................................................................................................................................3
Justification of method / Research methodology.......................................................................4
Conclusion..................................................................................................................................6
References..................................................................................................................................8

Marketing 2
Introduction
The social media networking sites has become an avenue in the current technology driven
world. The retailers can successfully spread their marketing movements to the great number
of the consumers concluded the social media network. It is believed that the social media
network sites like Instagram, Facebook, YouTube and MySpace are regular to appeal
millions of the operators around the globe where individuals have combined these sites into
the routine activities and advertisement policy. This research paper is having aim to elucidate
the conducts social media networking sites influences to the business activities. These
influence varieties from economic and publicizing to the social and enlightening. This
research paper also intends to attain a deep consideration of significance of the social media
frameworks in the advertisement and publicizing of the businesses.
Literature review
The social media network is deliberated to be totally new web centred technology which has
seemed lately. The increasing significance and part of the web centred skills in the assisting
firm processes is wholly approved by the specialists and instructors. Moreover, the social
media is also described as online platform and application which intends to enable
associations, communications and content distribution. The social media network sites
connect strategic value and business performance and are assumed as the core network
resource. As per the opinions of Hudson, et al. 2016, the social net spots enable persons to
build an open or semi-public profile inside the confined structure. It also enunciates a slope of
operators with whom content can be shared. It also enables to sight and negotiate a list of
associates made by other people within the structure. It has been observed that on the superior
social network spots, operators do not often look to come across new persons but are more
likely to manage associations by sustaining links with the old friends who are previously
measure of the wide network. Add on, social media network spots can also be viewed by
means of alternative communication tools which has role in supporting existing relationships
and activities in the innovative way which can last the operator’s experience (Hudson, et al.
2016). Broadly social media marketing is defined as “an association between customers and
brands proposing a personal channel and currency for the user centred networking and social
collaboration”. The communication tools and methods in the recent time have altered totally

Marketing 3
due to the occurrence of the social media. So the businesses are required to acquire to utilise
social media in a number of customs which is constant with the business plan too.
The data accumulated also represent that social network spots are likely to develop dominant
as it has been stated comprehensively that the social media networking sites responsible for
one in each eleven minutes expended online (Jones, 2009). The social networking is having
viewers over any other social media implements. The users on Facebook have reached to
almost 710 million. As per the profile numbers on the Facebook, if Facebook were a nation
then it would be the major 3rd in the globe sheathing behind just India and China. As per the
opinions of Dutta, and Mia, 2011, the worldwide evidence specified that social media spots
are transforming the organizations are conducted and the way frontrunners operate policies
from a store owner to a CEO (Dutta, and Mia, 2011).
As per the New York University lecturer of publicizing and Red Envelope originator Scott
Galloway, extravagance trademarks are currently constructing social ties and connection
webs by Facebook. It analyses the operator’s reviews to completing the transaction online.
According to Godey, et al. 2016, the deep influences of the social net spots has made its use
important in the current business. It indicates that a few dynamics are liable for motivating
this trend and the first one is concerning the speedy increase in the fame of the social media
sites. It has engaged potential customers on the sites which were earlier underestimated by
the companies. The second one is the existing economic depression, there are certain
numbers of customers who find and engage themselves in getting higher priorities. The third
one is the foremost way approval of the social media spots as an influential tool. At last, there
has been a collapse in the out-dated top cohort databases.
Main body
The social media publicizing is a main part for the organisations to be used in the marketing.
It has been considered that the social media marketing has also caused the prospective for the
business growth. It also has an influential role in enhancing brand awareness. The social
media marketing is the worthful digital marketing method developed to enhance the
perceptibility of the business in the market. The execution of the social media strategy
significantly improves the brand recognition. It also enables engagement with the wide range
of the clienteles (Alves, Fernandes, and Raposo, 2016). The customary customers of the
company are constrained to the arriving traffic. The social media marketing assists in

Marketing 4
growing incoming traffic. The social media marketing has effectively opened the
organization to the wide range of the customers globally. Putting posts on the social media
assists in getting traffic on the business site. On the other hand, search engine optimization is
relatively important for achieving advance page position along with the circulation to the
website. The prospects for the conversion can also be attained by the enhanced visibility. Add
on, social media networking site is more of a networking and email plat form which creates
agenda for the corporation. The communication taken place on the social media versions is a
prospect for the extensively authenticate distress for the customers. The concern of the
customers can be addressed through the social media by making use of the relational
dialogue. The social media marketing has been successful in achieving a benefit in enhancing
brand loyalty. It is quite significant to engage clienteles on the regular basis in order to create
a bond with them (Zhu, and Chen, 2015).
According to Chang, Yu, and Lu, 2015, the social media has substantial role in the success of
the Starbucks. Starbucks at present is a leading coffee chain and is the most engaging brand.
Starbucks is having 37.2 million Facebook likes, 16 million Instagram fans, 11.9 million
Twitter followers, and 153K YouTube subscribers. The organization has been successful in
promoting 127 posts which were liable for 6.1 million likes and 822K shares. Starbucks
endorsed its 2nd term of video campaign ‘Upstanders’. The coffee chain has even grasped
serious frame in the terms of advertising. The company has gained popularity in keeping
customers loyal and not influenced by the competitor companies (Chang, Yu, and Lu, 2015).
Starbucks realised that social media activities are all around drinking coffee. Starbucks’s
social media strategy unites about the goals and mission. Although organizations are
recommended to make utilise the social media advertising by generating a game system and
sticking to it. The organisations are even suggested to define confines of the tweets to be
circulated daily. It has even capability of proposing standard and objective at quite minimum.
The companies are also suggested to please every channel as a distinct object. The content
should also be broadcasted through all the channels. For example, LinkedIn has attained more
propensities to be further corporate focused spectators penetrating for material associated to
former social media networks. Further recommendations for the organizations is to go
beyond and above in the customer service. As per the existing modest state, some faults are
not preventable and calamities should be incorporated. The tracing is required to be enabled
by the organizations on the regular basis to counterpart the trend going go in the present
situation (Wang and Kim, 2017).

Marketing 5
According to Dwivedi, Kapoor, and Chen, 2015, the consequence of social media in the
business atmosphere is rising at a fast hustle. It is believed that here are over three million
clienteles enabling social media to engross with the organizations. It has been considered as
an influential way to attain almost half of the globe’s population. The employees are engaged
by the social media for the more involvement than the e-mail communications. It even
endorses social erudition and content partaking and creating a link with the colleagues
(Dwivedi, Kapoor, and Chen, 2015). It has even effective role in resolving difficulties and
enhancing knowledge allocation globally. The companies can efficiently share knowledge
with the customers during crisis by offering them the sufficient data and evidence. The social
media has even role in keeping touch with the manager and equally petitions to the
employees. It has renovated the businesses but has even created some challenges to integrate
social media in different commercial operations. As social media affects to the nearly every
function so problems are encountered in assimilating business operations over the social
media. So, there is requirement of hiring a chief social constable for assimilating social media
with the entire network. Everything posted on the social media can become decent or ugly
depending on the perspective of the customers. It also includes the content formed not just
from the ordinary community but from the employees as well. It has been experienced that
the organizations also face problem in the up gradation of the HR conventions and the laws.
Although, social media has gained benefit in the business model by enhancing the brand
consciousness (Felix, Rauschnabel, and Hinsch, 2017). It even improves the trademark by
linking with the clients and prospective clients. The foremost advantage of the social media
for the businesses is creation of a factual human association. The social media stays on the
topmost by growing the website traffic. It even proposals a competitive advantage by
publicizing the businesses by promoting over the social media. A place is also created by the
social media to interrelate with the clients on the steady base. It equally upsurges the
discernibility of the customers within the commerce and also generates an intellect of
communal for the consumers. The social media sites appeals to the superior staff and inspires
existing workers to endorse business on the advanced network (Scott, 2015). The
organizations can even accomplish modest advantage through solving online difficulties on
the instant basis. It assists as a captivating customer facility and tackles the condition
regarding to the workers.

Marketing 6
Validation of method / Research methodology
Research Design
The project has made use of the inductive approach to head for further of the intellectual
simplifications and notions. The approach was originated with the philosophies and
explanations for the research procedure. It includes the pursuit from reflection and innovation
of the elucidations. This method generates significance from the facts gathered to identify
outline and relationships building theory (Agnihotri, et al. 2016). Such tactic moves from
accurate interpretations to the wider generalizations and theories. The strength achieved from
the inductive approach inspires the thought of the investigator. It is quite memorable and
expressive. The inductive approach has an influential part in detecting the difficulty,
investigating the circumstances and forming the evidence. This method has been
demonstrated effective in directing qualitative research. It is moreover a balanced tactic that
spreads intellectuality and outlook. It is considered more of an elastic method as the
investigator does not have any requirement to track the pre decided information. But this
method is even not appropriate in every feature (Alalwan, et al. 2017). If the explanations are
considered inappropriate then the researcher finishes up with the improper assumptions.
The research technique for the learning is even valued from both prearranged and
hypothetical investigation of the methods to spread allusive concepts. The learning mainly
comprises perceptions like prototype, levels, theoretic model and qualitative practises. The
reading has been directed on the secondary data sources. These sources are collected from
someplace which has been collected and has been formerly used by somebody. It has been
collected from the articles, e-books, journalists, published financial statements of the
organizations and from the investigation papers and researchers. The information and data
concerning the importance of the social media incorporation to businesses can be obtainable
on the website (Ashley and Tuten, 2015). It has been identified as the research standards and
is perilous review kind. The secondary sources have accomplished strength in the form of the
cheap source and free accessibility. It is fast to access as it has been already collected by the
experts. It is possible or the organizations to make secondary research on the large scale than
conceivable for the company. It is not obligatory by the companies to capitalise money and
make efforts for the data gathering. The secondary data is generally worn and stowed on the
automated stand so the phase can be utilised in analysing data than formulating and
appraising the data. On the other hand, the secondary research has attained weakness in the
terms of the quality. It is needed to be reviewed thoroughly to identify the rationality of the

Marketing 7
material provided. Occasionally the secondary research is even not precise as per the
requirements so the issues are encountered as an inefficient research (De Mooij, 2018). It also
creates chances of the out-dated and old information when it comes to the marketing research
and provides a little value.
The data collected in the report is from the secondary sources. It adds to the human
circumstances considerations in the several backgrounds. The pre sympathetic has been taken
into the account for planning and investigating the procedure. The misrepresentations can be
undertaken to crop data and the circumstances can be comprehended. The qualitative research
has role in dealing with the clarifications in the report. The qualitative method analyses the
data. Add on, the numerous research methods examine the transcript data. There are also
sufficient methods comprising phenomenology, grounded philosophy, ethnography, and
ancient investigation. The concentration has been given on the linguistic occurrences like
communiqué with the civility to be content. The manuscript data can be realised in the
method of verbal, pattern or microelectronic form. The data can be advanced from the
interpretations, description retorts, print media, and open-ended survey queries (Duffett,
2017).the objective of the secondary research is to provide propose information and tolerance
of the sensation. It is more of a biased illumination of the background by the disciplined
cataloguing procedure of coding and categorizing refrains. The selected method does not
substance but the analysis process surely lessens the content gathered and chases an indulgent
of it. The risks are also identified in the secondary research which is diverse inferences to be
drawn by the different researchers for the same information (Kotler, et al. 2018). The
research conducted by the two researchers separately should be undertaken for enhancing the
validity. The questions related to the study are agreed and given as follows.
Research Objectives
The aim of this research paper is to attain acquaintance of the prominence of social media
promoting and publicity for organizations
The major purposes of this research are:
 To discover and analyse the benefits of social media publicising for the organisations.
 To discover the real incidents where the organisations developed superior by utilising
of the social media marketing.

Marketing 8
 To provide recommendations for the establishments for using social media marketing
and evade major encounters which can be faced.
Research Question
Research inquiries are delineated to accomplish the decided research objects. The research
questions are given as below:
 What is the significance of social media for the establishments in the occupational
scenario?
 What are the encounters to be encountered by the corporations to embrace the social
media in the diverse occupational processes?
 What are the benefits of the communication procedure of social media in the
commercial environment?
 What competitive advantage can be assimilated to the social media offered to the
organisations?
Conclusion
The social media platforms have various resources. More widely, Instagram highpoints
videos and images, Twitter uses more of the real-time apprises and Facebook has become a
speedily multipurpose network. The social strategies also differ for the diverse stands. The
possessions construct voice and offer trademark a voice. The possessions have role in turning
social media discussions into indications by constructing a brand, generating content, leads
and pleasing with social users. The social media also uses tools to turn chatter into the
customers. The effective marketing is possible by making use of the best social media gears
available. There are also social media guides which work as a resource for the small
organizations. The brand appearance can also be enhanced on the social media by making use
of the best gears to raise engagement.
The study has realised constraint as social media places the organization’s aim market and
initiates that operational advertising will be effective. The effectiveness of the social media
marketing with the different trades can be examined. The training can be advance protracted
to associate social media advertising practices with precise to diverse trades.it is impossible
to regulate the accomplishment of the social media advertising policies deprived of locating
the data. Such plans also cannot unrestrained in an improved way. A brand is assisted by the

Marketing 9
social media marketing strategy to handle goals with the sense of purpose. It has been
experienced that social media plan is obligatory to custom advance illegal social advertising
aims by creating the most significant metrics.
The
re can even be chances of creating different kinds of risks such as fake consequence great
charge and time, bias of interview, and discretion risk. These doubts can delay the
significance of the examination. The IT techniques should be practised by an investigator
such as password scheme for observing, security as well as pledging the superiority. It can
help in securing information and security of the personnel can be streamlined. Moreover, a
detective also can encourage the defendants that their facts are not going to be practiced in
further exploration. The proficiency of workers retention policy has been also deliberated
in the organization.

Marketing 10
References
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R., 2017. Social media in
marketing: A review and analysis of the existing literature. Telematics and
Informatics, 34(7), pp.1177-1190.
Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature review
and implications. Psychology & Marketing, 33(12), pp.1029-1038.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Chang, Y.T., Yu, H. and Lu, H.P., 2015. Persuasive messages, popularity cohesion, and
message diffusion in social media marketing. Journal of Business Research, 68(4), pp.777-
782.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Duffett, R.G., 2017. Influence of social media marketing communications on young
consumers’ attitudes. Young Consumers, 18(1), pp.19-39.
Dutta, S. and Mia, I., 2011. The global information technology report 2010–2011. In World
Economic Forum (Vol. 24).
Dwivedi, Y.K., Kapoor, K.K. and Chen, H., 2015. Social media marketing and
advertising. The Marketing Review, 15(3), pp.289-309.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
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.

Marketing 11
Hudson, S., Huang, L., Roth, M.S. and Madden, T.J., 2016. The influence of social media
interactions on consumer–brand relationships: A three-country study of brand perceptions
and marketing behaviors. International Journal of Research in Marketing, 33(1), pp.27-41.
Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018. Marketing
management: an Asian perspective. Pearson.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail
network operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management, 37(1), pp.105-123.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online
video, mobile applications, blogs, news releases, and viral marketing to reach buyers
directly. John Wiley & Sons.
Wang, Z. and Kim, H.G., 2017. Can social media marketing improve customer relationship
capabilities and firm performance? Dynamic capability perspective. Journal of Interactive
Marketing, 39, pp.15-26.
Zhu, Y.Q. and Chen, H.G., 2015. Social media and human need satisfaction: Implications for
social media marketing. Business horizons, 58(3), pp.335-345.

Marketing 12