International Business: Social Media Marketing Literature Review

This literature review examines the significance of social media in marketing. It analyzes various studies, including those by Thurman (2013), Kaplan and Haenlein (2011), and Faraj (2014), to understand social media's role in shaping communication, advertising, and business strategies. The revie...Read More

Literature review

LITERATURE REVIEW
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Literature review
It is observed that social media is one of the mutual themes for investigation and
numerous researchers delivered their opinions on this subject that will be discussed in
this section. The aim of this literature review is to examine and analyse the significance
of social media in the area of marketing.
According to Thurman, (2013) the term social media includes all the facilities which
enable formation, exchange and sharing of consumers developed information. The
researchers identified that in the last few years various organizations have understood
the huge occasion which is societal media with almost 1.73 billion consumers in the
year 2013. After analysing this paper it has been found that in this modern era every
company see social media as an advanced platform for improving their market and
businesses. The researchers designed and implemented several research questions
effectively evaluated the importance of social media in the sector of advertising.
In this investigation, the researchers communicated about certain social media web-
sites which are one of the major limitations of this paper (Kaplan, and Haenlein, 2011).
In this journal paper, the investigators selected 6 various kinds of Medias and 4 various
social Medias networks for a better understanding of social media in marketing. In this
journal paper, the researchers highlighted the advertising statement and how it has
altered after the creation of social media. The researcher provided theoretic info about
the study which makes a study gap between the material and exploration questions.
But, this literature section provided a detailed examination of social media along with
marketing.
Faraj, (2014) provided their viewpoints on social media and highlighted the significance
of social media for nourishment occupational in Saudi Arabia. This journal paper
highlighted that social media has ability for changing the mode of communication and
improve the food business in Saudi Arabia. It is observed that in this current generation
the social media plays a crucial character in the field of communication and for
exchanging information. Moreover, social media techniques provide a platform for
businesses and companies in order to achieve their missions and vision and consumers
about brands and products. This research papers involved the opinions of other authors

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for improving the effectiveness of the paper and explored how social media technique
could be active as an advertising technique for the organization (Berthon, et al., 2012).
The researchers also conducted an interview process for gathering the opinions of other
companies which are using social media techniques. From the interviews, it has been
identified that social media positively impact on the food business industries and
improve their productivity in an effective manner. The authors utilized both qualitative
and quantitative research design along with the content analysis technique. The
researchers suffered from several risks and threats during conducting the interviews
and the researchers also faced few issues in regards to refusing businesses to
participate in this investigation. All these are limitations of this paper that were suffered
by the authors and the authors conducted a literature review for critically analysing the
key findings and results of previous studies about social media.

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References
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., (2012) Marketing meets Web 2.0,
social media, and creative consumers: Implications for international marketing
strategy. Business Horizons, 55(3), pp.261-271.
Faraj, A.A., (2014) Designing a social media plan for food business in Saudi Arabia.
Kaplan, A.M. and Haenlein, M., (2011) Two hearts in three-quarter time: How to waltz
the social media/viral marketing dance. Business Horizons, 54(3), pp.253-263.
Thurman, R.P., (2013) Traditional and social media marketing comparison: case: the
Coca-Cola Company.