Analysis of Social Media Marketing Strategies and Business Impact

This report provides an analysis of social media marketing, drawing on several research studies. Alharbie (2015) explores how social media drives business growth through online platforms and customer interaction, highlighting the importance of accessibility and affordability for small businesses. Godey et al. (2016) investigate the influence of social media marketing efforts on luxury brands, emphasizing their impact on brand equity and consumer behavior. Kelly et al. (2015) discuss the role of new media in food marketing to children, underscoring the potential impact on young people and the need for effective marketing strategies. Whiting & Deshpande (2014) evaluate social media marketing as a necessary tool for building relationships and business growth, acknowledging both its benefits and criticisms. The report synthesizes these findings to provide a comprehensive understanding of social media's role in marketing, branding, and consumer engagement.

Management
Language and learning in your discipline
5/6/2019

Management 1
Alharbie, A 2015, ‘Business growth thru social media marketing’, International Journal of
Innovation and Applied Studies, Vol. 13, no. 4, pp. 873-880.
Alharbie has investigated about business growth thru social media marketing as social media is
evolving the businesses and the marketing of the products as well as services. The author in the
study presented that the new online platforms offer an avenue for personal interaction that takes
place among the companies, prospects as well as between the existing customers. In the study,
the author explores the major six autonomous factors of the social media marketing that leads to
the rise in the growth of the business. The limitation of the study is that the research is supported
more of the online sources rather than the academic research conducted by well-known
researchers. However, the strength, as well as the credibility of the author study, is clear with the
use of the latest year articles from 2009 to 2015. In addition to this, the research shows that the
examples of a few companies which supports the study and shows its credibility. However, the
author did not collect the data through any of the primary sources that become a limitation. The
research conducted by the author is published in the International Journal of Innovation and
Applied Studies that prove its creditability. The findings of the study present that accessibility
and affordability have provided a way to the small business to extend their reach and lead to a
positive impact on branding. Thus, this study will help further in the essay to talk about the
positive impact of social media marketing on business growth and branding.
Godey, B, Manthiou, A, Pederzoli, D, Rokka, J, Aiello, G, Donvito, R & Singh, R 2016,
‘Social media marketing efforts of luxury brands: Influence on brand equity and consumer
behavior’, Journal of business research, Vol. 69, no. 12, pp.5833-5841.

Management 2
In the year 2016, different authors conducted the research study related to the social media
marketing efforts of luxury brands that influence on brand equity and consumer behaviour. The
research conducted by the author explores the relationship by analysing the pioneering brands
majorly in the luxury sector. The research conducted by the study demonstrates the link between
social media marketing efforts as well as their consequences. The study measures the efforts of
the market and their consequences in luxury brands. The limitation of the research is that the
sources that are supporting are old, as it has been witnessed that sources that are used are starting
from 1995. However, the major strength of the research proposed is that the data has been
collected through a survey of 845 luxury brand consumers. Although, the survey that is
conducted is not attached in the research article due to which it can be assumed that it includes
some unstructured question. In addition, the research conducted by the author has been published
in the Journal of business research that is used for the peer-reviewed. The findings measure the
contribution of the study that finds that the SMEs have a significant positive affect majorly brand
equity and its dimension which include brand awareness as well as brand image. Thus, this will
support the essay that talks about brand equity and its needs to a company that can be fulfilled
with the help of social media marketing.
Kelly, B, Vandevijvere, S, Freeman, B & Jenkin, G 2015, ‘New media but same old tricks:
food marketing to children in the digital age’, Current obesity reports, Vol. 4, no. 1, pp.37-
45.
The author in the research made use of the new media for the digital technologies that provide
unmatched opportunities for those companies who offer food to get engage with the young
people. The study conducted by the researcher explores the rise in food marketing with the use of
new media. This has been demonstrated that the new media create a potential impact on young

Management 3
people, current as well as on the potential policy responses to limit the exposures to such kind of
promotions. The limitation of the research is that there are very limited empirical research is
available that can describe the extent as well as the impact of food marketing on children on
digital technology. In addition to this, the measurement of the actual exposure has remained
challenging for the research. However, the strength of the research is that authors have made
logical reasoning that suggests that children are more at-risk. This has been found that there is
accumulating evidence that food marketing majorly on the new media is accumulative as well as
influencing children’s food preferences as well as choices. Thus, this finding related to the
importance and need for social media marketing that will be essential to apply it in further
research.
Whiting, A, & Deshpande, A 2014, ‘Social Media Marketing: A Myth or a
Necessity’, Journal of Applied Business & Economics, Vol. 16, no. 5.
In the year 2014, the authors have compiled and evaluated the research and studies from the
different sources related to social media marketing. The author has focuses on social media
marketing which is one of the most discussed topics in the circles of marketing. The study shows
that the effective use of social media marketing built the relationship, maintained as well as the
growth of the business as it is developed to overcome the negative factors. However, the study
also shows opponents claim who says that it does not work as a marketing agent, cannot bring
the new customers to brand and will not enhance the brand value if company implement it. The
primary aim of the research was to emphasise the fact that SMM is considered as useful took for
every company. The limitation of the study is that measures that are used to collect the data are
secondary and the interpretation of the findings is not done effectively. Thus, this shows that
there is a lack of thorough analysis by the researcher. However, the strength of the research is

Management 4
that they have considered the different opinions. In addition to this, examples have been used to
support the study that generally includes real-world companies. This resolves the issues of biases
in the research conducted by the authors. The findings of the study show that social media
marketing can provide the proper assistance to the company in providing help to customers and
reflect their pride in the company. Thus, social media this study will help in analysing and
evaluating its help to the organisation who are dealing in the competitive market.