Comprehensive Literature Review: Social Media Marketing Strategies

This literature review examines the significant role of social media in modern marketing strategies. It explores how platforms like Facebook, Instagram, and YouTube are utilized to build brand awareness, enhance customer satisfaction, and ultimately drive revenue and profit. The review highlights the importance of social media marketing in reaching a wide audience and gaining a competitive advantage, supported by statistics on social media usage. It delves into the positive impacts, such as increased brand awareness and customer loyalty, while also addressing the negative aspects, including negative feedback, time consumption, measurement difficulties, and security/privacy concerns. The analysis draws on various academic sources to provide a comprehensive understanding of social media's effects on marketing efforts and business outcomes. The conclusion emphasizes social media's potential for brand building and revenue enhancement, while acknowledging the need to manage its associated challenges.

Literature Review

Table of Contents
Introduction.................................................................................................................................................3
Aims:...........................................................................................................................................................3
Literature Review........................................................................................................................................3
Conclusion...................................................................................................................................................7
References...................................................................................................................................................8

Introduction
Main aim of social media is to build the brand and enhance the overall awareness in
market place. Here, the increasing awareness will further help in increasing the overall revenue
& profit margin in significant manner. Social media marketing is about using different social
media platforms like Face book, Instagram, YouTube and more to promote the products or
service. By having online presence, it is easy to attract the audience. Further, it also helps in
generating competitive advantage in significant manner (Dolega, Rowe & Branagan, 2021).
Nowadays, social media marketing has become a crucial way of marketing. Here, it is possible to
target ample of people through social media tools.
Aims:
 To understand the use of social media in business.
 To identify how social media affects marketing strategies of a company.
 To evaluate the contribution of social media strategies in enhancement of brand
awareness.
 To assess how social media affects the profit and revenue of a company.
Literature Review
According to Sürücü & et. al., (2019), marketing is an important function of every
company as it is useful in terms of promoting as well as advertising the products or services in an
efficient manner. Through marketing, it is possible to enhance the brand image of an
organization in order to maintain a unique identity. Further, it helps in improving the overall
profit margin by attracting more and more customers towards the offering of the entity. In other
words, marketing can be understood as the efforts to bring attention of buyers towards the
offerings of the entity.
According to Barnhart, 2021, social media marketing has become highly important in the
present time. Nowadays, majority of the people are likely to use social media. Hence, the
companies have opportunity to use social media platforms for the purpose of promotion. In this
context, the major social media tools are Face book, Instagram, Twitter and more. Through these
platforms, it is easy for the organizations to gain attention of ample of people. Apart from this,

social media marketing is about using appropriate platforms to connect with audience, building
the brand , increasing awareness, increasing sales and more. Here, it is important to publish
appropriate content on different social media platforms. Having presence on social media puts a
great impact on the overall marketing efforts of an entity (Hanaysha, 2017). Through this, it is
possible to connect with existing as well as future customers effectively. By using different
social media platforms, company can easily connect with numerous people living across the
world. As per one of the report, nearly 4.55 billion people were active on social media in the year
of 2021. Every person is likely to spend nearly 2 hours and 25 minutes on social media on social
network as well as messaging (80+ Essential Social Media Marketing Statistics for 2022).
According to Churchill, (2017), brand awareness is an important terms which shows the
degree to which customers are familiar with a particular brand. By creating brand awareness, it is
easy to promote a new product. Basically, brand awareness represents the popularity of a brand
in market place. It allows a company to formulate a strong presence in the market to gain
competitive edge in the future period of time. In this context, social media is one of the most
effective tools to improve the brand awareness. Social media is a cost effective way to advertise
the products & services. Through this, it is quite easy to gain the attention of buyers in
significant manner.
Positive impact of social media on marketing:
Social media is an important tool to promote the products or services effectively. It not only
helps in creating brand awareness but also plays a crucial role in attracting more number of
customers significantly. Here, the impacts can be understood through below mentioned points:
Grow Brand awareness: Social media is one of the most significant strategies of digital
marketing. By using different platforms of social media, it is easy to enhance the brand
awareness significantly (Magno & Cassia, 2018). For this purpose, there is requirement to start
social media profile and start engaging other with the company. By sharing post, it is possible to
attract new customers to enhance the overall sales & profit margin.
Improve customer satisfaction: Customers are considered as highly important
stakeholders of the company. They buy the products in exchange of money. By this way, the
company is able to maintain continuous flow of funds within the entity. To ensure future growth

of the organization , it is highly important to keep the customers satisfied. If the customers are
satisfied, they will not only visit to the brand but also refer it to others. Through social media
platforms, the organization can easily engage the customers (Sengar, 2021). Here, it is possible
to maintain regular connection with customers. Further, companies also share necessary videos,
photos on different social media handles in order to improve the overall satisfaction level of
buyers significantly.
Effect of brand loyalty: Loyal customers are the first and foremost priority of all the
companies. To enhance the loyalty of customers, it is imperative to maintain frequent interaction
with them as it will help in building long-term relationships. Social media is much more than
launching the products & promotional campaigns for a brand (Spackman & Larsen, 2017). Here,
social media platforms are useful in terms of improving the brand loyalty so that the customers
make frequent purchase from a company. This will improve the customer base of the entity in
significant manner.
Negative effects of social media on marketing: Social media is a highly used tool for the
purpose of promotion. However, it also puts negative impact on the overall business. These
negative impacts can be understood as negative feedbacks, lack of security and privacy,
difficulty in measuring the outcome and more. Here, the negative impacts of social media
marketing are mentioned below:
Negative feedbacks: Being on social media means a company is exposing in front of
ample of people who might have negative approach towards the brand. Due to the social media,
it is easy to approach to the company. Now, some people are likely to use social media platforms
to hamper the existing brand name of the entity (Pick, 2020). This will put a direct impact on the
existing reputation of the organization and will create issues in the future period of time.
Time-Consuming: People have the major misconception media that it is free. Here,
numerous low cost or free social media tools are available but there is requirement to put huge
time in order to identify an appropriate tool. The companies who are using social media
platforms for the purpose of promotion are familiar how much time it consumes. There is
requirement of huge time to formulate as well as implement effective social media strategies.

Difficult to measure: Measuring the marketing efforts is important to make necessary
improvements in the future period of time. However, measuring the performance on social media
is highly complex. Here, the company gets difficulty while measuring performance in terms of
follows, likes, share and more (He & et. al., 2021). At different platform, they need to measure
the different indicators which is highly complex and time consuming process.
Security and privacy policy: One of the most significant negative issues with social
media marketing is security and privacy. While using social media platforms, one needs to put
basic information in terms of name, mobile number, mail I’d and more (Pandey, Sahu & Dash,
2018). This type information can be easily extracted from social media which can be misused in
the future period of time. As per the latest breach, data of millions of Face book users has been
leaked.

Conclusion
Out of the above-mentioned information, it is concluded that Social media aims to build the
brand and enhance the overall awareness in market place. Here, the increasing awareness will
further help in increasing the overall revenue & profit margin in significant manner. It is useful
in terms of improving the brand awareness in significant manner. Further, social media
marketing is an important way to promote the products or services at different social media
platform like Face book, Instagram, Twitter and more. In terms of positive influence, social
media marketing is useful in increasing the brand awareness, reputation and profit of the
company. It also helps in attracting huge number of customers. Further, this also has a negative
influence in terms of security and privacy issues, difficulty in measuring the performance,
negative feedbacks and more.

References
Books and journals
Churchill, G.A., (2017). Marketing. Saraiva Educação SA.
Dolega, L., Rowe, F. & Branagan, E., (2021). Going digital? The impact of social media
marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer
Services, 60, p.102501.
Hanaysha, J.R., (2017). Impact of social media marketing, price promotion, and corporate social
responsibility on customer satisfaction. Jindal Journal of Business Research, 6(2),
pp.132-145.
He & et. al., (2021). Conversation, storytelling, or consumer interaction and participation? The
impact of brand-owned social media content marketing on consumers’ brand perceptions
and attitudes. Journal of Research in Interactive Marketing, 15(3), pp.419-440.
Magno, F. & Cassia, F., (2018). The impact of social media influencers in
tourism. Anatolia, 29(2), pp.288-290.
Pandey, A., Sahu, R. & Dash, M.K., (2018). Social media marketing impact on the purchase
intention of millennials. International Journal of Business Information Systems, 28(2),
pp.147-162.
Pick, M., (2020). Psychological ownership in social media influencer marketing. European
Business Review, 33(1).
Sengar, A.S., (2021). The impact of social media on business growth and performance in
India. Asian Journal of Research in Business Economics and Management, 11(12),
pp.27-31.
Spackman, J.S. & Larsen, R., (2017). Evaluating the impact of social media marketing on online
course registration. The Journal of Continuing Higher Education, 65(3), pp.151-165.

Sürücü & et. al., (2019). Brand awareness, image, physical quality and employee behavior as
building blocks of customer-based brand equity: Consequences in the hotel
context. Journal of Hospitality and Tourism Management, 40, pp.114-124.
Online
80+ Essential Social Media Marketing Statistics for 2022. [Online]. Available through :<
https://blog.hubspot.com/blog/tabid/6307/bid/23865/13-mind-bending-social-media-marketing-
statistics.aspx/>
Building your social media marketing strategy for 2022.[Online]. Available through :<
https://sproutsocial.com/insights/social-media-marketing-strategy//>