Exploring Social Media Marketing: An In-depth Literature Review

This literature review examines the significance of social media marketing in contemporary business, focusing on its impact on brand awareness, consumer behavior, and overall business development. It explores key themes such as the role of marketing in business growth, the concept of social media marketing, the influence of social media networks on consumer buying decisions, and both the positive and negative impacts of social media on marketing effectiveness. The review references various studies that highlight the benefits of social media marketing, including increased sales, enhanced customer engagement, and cost-effective advertising. It also addresses concerns related to cybercrime and privacy issues associated with extensive social media use. Ultimately, the review concludes that social media marketing is a crucial tool for business growth, offering opportunities to connect with a broad audience and build brand loyalty, while also acknowledging the need to address potential risks and challenges.

Short Literature Review

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Keywords.........................................................................................................................................3
Literature Review.............................................................................................................................3
Theme 1: Significance of marketing in a business......................................................................3
Theme 2: Concept of social media marketing.............................................................................4
Theme: 3 To analyse the social media network effect on buying behaviour of consumer..........4
Theme 4: The impact of social media on marketing....................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is the process of promoting or advertising any business or products of the
company so that they can be able to make people aware of their products and services. In the
current era, the marketing is one of the important and effective process from which the
business or an organization can be developed and grow where social media marketing has
become one of the most utilized source of the marketing which deliver the beneficial result
and outcome to the organization (Hall, S., 2020). The aim of the report is to demonstrate the
positive or negative impact of the social media marketing on any kind of business and
organization.
Keywords
Social media, marketing, promotion, profitability, literature review.
Literature Review
Theme 1: Significance of marketing in a business
According to the Cheung, Pires and et.al., (2021) marketing is a concept or procedure of
promoting the products and services of an individual organization from which they can be able to
increase their growth and development. This process provides all the information of the specific
product and services to the potential consumer so that they can be able to understand the
effectiveness of the brand and services in their daily lifestyles. Marketing is very helpful for the
business areas as it gives an opportunity to the people to raise their standard of living in the
society and helps the organization to increase their outcome and revenue as well. Also, adopting
the marketing process in a business it boosts up the sales of the organization and helps them to
obtain the profitable result. For example, many companies utilizes the direct marketing process
which results the company to achieve higher profit and beneficial outcome. Direct marketing is a
kind of advertising area that specify the target market to focus on particular group of people and
can raise the sale and earns the profit. This marketing includes the phone text messaging,
callings, promotional letters and such more where it has been studied previously that this kind of
marketing deliver the beneficial results to the company.
At contradictory side, the Appel, Grewal and et.al., (2020) has argued that marketing not
only delivers the increase in sale of the business as it also build the reputation of the brand or
service of the company. Implementation of the various kinds of marketing methods provides the
effectiveness in a company from which the consumer also can be able to feel satisfied by

adopting the quality products. Building a reputation and image of the company or specific
product is important for a company as it will help the company to increase their sales and will
make the people aware about the product from which they can be able to purchase the products
in wider manner.
Theme 2: Concept of social media marketing
As per the view of Tafesse and Wien, (2018) social media marketing is one the best
platform to advertise and promote the business or any product and services. It is a form of digital
marketing which helps the company to increase their sales and productivity by advertising their
services and product on social media. Social media includes different platform such as Facebook,
Twitter, Instagram and google from which a company can be able to create their own websites or
can utilize these platforms to promote their products and brand to make the consumer aware.
Implementation of the social media marketing by a company delivers the increase in sales and
revenue from which they can be able to grow their business in the market and can obtain the
successful results. It also helps the company to save their expenditures in marketing through
television, promotional pamphlets and such more methods where social media marketing is cost
effective for the organization.
Alternatively, the Parsons and et.al., (2018) has been stated that the social media
marketing is effective to be utilized by the organization as it increases the sales but also can be
able to reach maximum amount of people and target market through this platform. Nowadays
social media is the widest platform to reach out to the people from which the organization can
grow and develop their business effectively. There are numerous of people who are operating
and using the social media from which the company is able to connect with a thousand of people
world-wide. Adopting the social media marketing also enable the company to deliver the
satisfaction to their potential consumers which is also increasing their reputation in the market
field and accelerating the growth of the organization in effective manner. It increases the
customer service and satisfaction of the target market as real time feedback provided through
social media allow the company to listen it carefully and can modify the needs and requirements
of the consumer accordingly.
Theme: 3 To analyse the social media network effect on buying behaviour of consumer
Thomkaew, Homhual and et.al., (2018) has stated that social media network puts the
great impact on the buying behaviour of the customer. In this current era of social media,

consumer makes their buying decision according to the influencers promotional activity on social
media from which people purchase the products by prioritizing the trends and demand of specific
product in the market. Consumers are more likely to take the enough guidance from their
influencers like celebrity and popular human body to use the products which they are using or
promoting on the social media platform as they are also a part of social media marketing for any
company. Social media network is a kind of chain system where each individual is connected
with one another where influencers body is able to put the huge effect on the buying behaviour
of the consumers. At previous time, before the social media marketing people are more focused
on the quality and branded products where now consumer but or purchase the products and
service by watching the influencers without keeping much focus on the quality areas.
However, Wursan, Rinandiyana and et.al., (2021) has said that small and big all
companies are able to obtain the profitable result from the social media marketing where the
consumers buying behaviour also depends on the pricing structure. There are many companies
and business who are using the social media platform to deliver their products where they adopt
the pricing strategy which attracts the consumer in wider manner and make them to purchase the
product. Companies are putting the different discounts coupons, vouchers and different deals on
the product and services which helps them to attract the maximum amount of people and
influences their decision of buying the products. There are numerous people using the social
media platform where they see the images, posts and promotional information the company
products which they like, share and helps the organization to influences the consumer buying
behaviour.
Theme 4: The impact of social media on marketing
According to the Wahid, R.M. and et.al., (2020) social media has put the huge effect on
the marketing nowadays. This type of marketing helps the organization or a business to increase
their productivity by using this platform for building their brand awareness among people. It
gives an opportunity for brands to express the creativity through social media campaigns and
promotions. This is the place where an organization can be able to connect with a thousand of
people or consumer and can create a precious and valuable brand. Even, it also helps the
company to put the effectiveness on their customer service where the potential consumers can be
able to post their suggestions, demands and queries on different social media platform like
Facebook and Twitter where the company can see and can put their efforts in providing the best

deals to the customers which ensure the customer loyalty and satisfaction towards the company.
This platform enables the business to obtain the profitable result and increased sale from which
they can build their brand and company at higher revel.
Alternatively, Angelyn, and Kodrat, et.al., (2021) argued that social media platform is not
only putting he positive impact on the business as it also puts the negative effect as well. Using
this platform for advertising in wider manner is increasing the cyber crime and privacy issue.
Social media users are mostly afraid and have a risk of getting their privacy leaked where many
of the people avoids using the social media marketing due to high risk of data and information
breaching. Millions of millions people data gets leaked where people do not able to trust any
social media activities. Also, nowadays social media is the best and fastest way to take the
feedbacks and reviews from the people and consumers but unable to get engaged and
personalized the communication to the benefit of customer and organization as well.
CONCLUSION
The report has concluded the importance of social media marketing on business from
which they can be able to grow and develop themselves easily. Social media marketing has
become one of the best and important factor to promote any product and services to large number
of audience. It has included the importance of marketing in business and demonstrated the
detailed about the concept of social media marketing. Along with this, it has describes the
different effects of social media on buying behaviour of consumer and positive and negative
effects of the social media marketing on a business development.

REFERENCES
Books and Journals
Angelyn, A. and Kodrat, et.al.,2021. The Effect of Social Media Marketing on Purchase Decision
with Brand Awareness as Mediation on Haroo Table. International Journal of
Review Management Business and Entrepreneurship. (RMBE), 1(1), pp.16-24.
Appel, G., Grewal, and et.al., 2020. The future of social media in marketing. Journal of the
Academy of Marketing Science. 48(1), pp.79-95.
Cheung, M.L., Pires, G.D., and et.al., 2021. Investigating the role of social media marketing on
value co-creation and engagement: An empirical study in China and Hong
Kong. Australasian Marketing Journal. 29(2), pp.118-131.
Hall, S., 2020. B2B digital marketing strategy: how to use new frameworks and models to
achieve growth. Kogan Page Publishers.
Parsons, A.L. and et.al., 2018. Social media marketing management: A conceptual
framework. Journal of Internet Commerce. 17(2), pp.81-95.
Tafesse, W. and Wien, A., 2018. Implementing social media marketing strategically: an
empirical assessment. Journal of Marketing Management. 34(9-10), pp.732-749.
Thomkaew, J., Homhual, and et.al., 2018, September. Social media with e-marketing channels of
new entrepreneurs. In AIP Conference Proceedings. (Vol. 2016, No. 1, p.
020147). AIP Publishing LLC.
Wahid, R.M. and et.al., 2020. Social Media Marketing on Instagram: When Is the Most Effective
Posting Timing?. EPRA International Journal of Multidisciplinary Research.
(IJMR).no. July, pp.312-21.
Wursan, W., Rinandiyana, and et.al., 2021. Social media promotion effect on product purchase
decisions through word of mouth marketing. Linguistics and Culture
Review. 5(S1), pp.821-831.