Article Review: Strategic Use of Social Media for Small Business

This article review examines an article titled 'Strategic Use of Social Media for Small Business Based on the AIDA Model.' The review focuses on the application of the AIDA model (Attention, Interest, Desire, Action) in social media marketing for small businesses. The reviewed article discusses ...Read More

Running Head: ARTICLE REVIEW
Article Review
Name of the Student
Name of the university
Author Note

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ARTICLE REVIEW
The article aims at furnishing a review of the article titled ‘Strategic Use of Social Media for
Small Business Based on the AIDA Model’ by Shahizan Hassan, Ahmad Nadzim and
Shiratuddin. The proposition of the essay in concern is to create a strategy in order to enable
the usage of social media as an effective marketing tool.
The essay discusses that the widespread usage of the social media has been seen as
contributing to the creation of a new platform that has allowed easy flow of information as
well enhanced the marketing for several organization in an effective way. However, the
author has diploid several aspects of the study of social media as an effective business
strategy. The model in concern is the known as the AIDA model, which includes factors like
attention, desire, interest and action. The implication of the model has seen its usage
primarily in the marketing sector however, its particularity in respect of social media has
escaped the scope of earlier research. It was at this gap that the research of the essay has
taken place. The concern of the essay is to include the implication of social media as a
marketing strategy small-scale business. Social media has been seen as the latest benchmark
in the evolution of media in the marketing techniques. The forum of social media is much
attractive media as compared to other medium and by that capable of enhancing the
engagement of the people in a much effective way. Lewis’s theory of communication
concerning the AIDA has be used by the authors of the paper to discuss the implication of the
social media as an effective marketing strategy (Hassan, Nadzim and Shiratuddin 2015).
The research included 22 entrepreneurs and small business owners who have used the
social media in order to market their product or services. In order to develop the strategy of
marketing the components of AIDA have been discussed in the line of marketing. The
questions that aided the researchers to shape their strategy aimed at finding how to use social
media in order to grab the attention of the target customers. The factor of the interest was
looked at to figure out how to evoke the interest of the customers towards the service or the

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ARTICLE REVIEW
product marketed. Likewise the factors of desire and actions were investigated to analyze the
effect they create of the customers and the ways they can be implemented. The respondents in
the interview conducted included respondents between the age groups of 20 to 35. According
to the respondents, the platform of the social media can be created to create the brand identity
and reach a greater group target audience. The research ends up with the authors furnishing a
set of strategies under each of the factors of AIDA, where each of the factors have been used
to frame the strategies based upon their intrinsic factors (Hassan, Nadzim and Shiratuddin
2015).
The research as it has been explicated in the paper has been used to provide a
theortical as well a practical perspective and combine them both to create a holistic
understanding ofnthe newly furnished sets of strategies aimed at exploiting the platform of
social media in order to create effective marketing.

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References
Hassan, S., Nadzim, S.Z.A. and Shiratuddin, N., 2015. Strategic use of social media for small
business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172, pp.262-
269.