University Assignment: Analyzing Social Marketing and Word-of-Mouth

This report, titled "Understanding Social Marketing," delves into the realm of social media marketing and its influence on consumer behavior. It begins by defining social media marketing and highlighting its role in brand development, sales growth, and website traffic enhancement. The report then explores the significance of word-of-mouth (WoM) communication, both traditional and electronic (eWoM), and how social networking sites have become crucial instruments for eWoM. The core of the report investigates the reliability and persuasiveness of social network suggestions compared to traditional WoM, addressing the question of how these channels affect customer buying behavior. The methodology includes a blend of qualitative and quantitative research, utilizing online reviews and surveys to gather data on consumer perceptions and behaviors. The report also outlines the data analysis methods, including correlation assessments, to identify relationships between variables. The study references several research papers to support its arguments.

Running head: UNDERSTANDING SOCIAL MARKETING
Understanding social marketing
Name of the student:
Name of the university:
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1UNDERSTANDING SOCIAL MARKETING
Title: Understanding social marketing
Study area: “Why are the social networks more persuasive in nature than that os
traditional word-of-mouth?”
Introduction:
The marketing of social media deals with usage of platforms over social media. This is to
link with the audience and develop the brands, rise in sales and then drive the website traffics. It
includes the publishing of high-level contents of the social media profiles, engaging and listening to
followers, assessing the outcomes and then running the advertisements over social media. The word-
of-mouth communication style is highly helpful in developing practices and demeanors of
customers. Moreover, the style is traceable and flawless to publicize and promote writing. Again, the
entire movement from the dominant print culture at this present computerized society has
unequivocally influenced the WoM through the developing of the “Electronic Word-of-Mouth”. The
eWoM or Word-of-Mouth can be regarded as the style of communication through the Internet
(Hudson et al., 2015). Furthermore, the sites of social networking have been acting as a suitable
instrument for electronic WoM. Then, it is essential as the shoppers turn to be dedicated to scatter
and then make the brands and items that are related to the information stored in online systems. For
making the shopping to be more comfortable for the customers, it can be expressed through the
following instance. While purchasing any car, it is seen buyers can conduct huge research before
paying for those products. The reason is due to the costly nature of those items. Hence, the
importance of the technology of electronic Word-of-Mouth has been great as this has the scope to
make that setting (Ahmad & Laroche, 2017). Apart from that, the different type of forced movement
of that imparted messages are been related to brands and items that are noteworthy within that WoM

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field. In this way, it has been getting disconnected entirely from the net and then over that web.
Because of that type of possibility, it has been found to be contended that this achievement of those
item emphatically depends on that WoM created (Eisingerich et al., 2015).
Aims and Objectives of the Research:
They are as following.
 To evaluate the consistency of suggestions done from the side of word of mouth and social
networking with comparing benefits and drawbacks of them.
 To investigate the texture of concepts created by social networking along with the traditional
innovation of word of mouth.
Research Questions:
 How word of mouth and social network can affect the customer's buying behavior?
 In what way the suggestions of social networks are reliable than conventional word of
mouth?
Methodology:
For answering that specific characterized investigation inquiry and the way that satisfies a
particular point of the research, important data are required. Thus, the approach of blended strategies
through implementing subjective and quantitative investigation is to be considered after, as the
researchers identify that assimilated bag of data from that traditional online technology of word of
mouth settings and then the social media are requested with the particular ultimate aim for answering
the question of investigation (Luo & Zhong, 2015). Further, the closer data are to be retrieved from
the data regarding the demo design of the objective collection and another type of customer art to
provide concerning buys of high association, the explanations have been to look behind and consider
WoM counsel and the convincingness and apparent reliability of the information in making choices

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(Hudson et al., 2015). The analyst must go for the greater specimen of the quantitative data
accumulated to online review. Hence, the cause of existence is to follow the epitomes of relationship
at the mid-way of disconnected online form of WoM, the Internet, different homophiles, association,
the social ties, convincingness, different reliability and then making choices (Wang et al., 2016).
Subjective research:
The current study is concerned with researched of experiences from individual perspectives
and focuses in the significance of personal interpretations and perspectives. It commonly lies on the
basis of information derived from the online review to be done (Wang et al., 2016).
Quantitative research:
Here, the data must be expressed or counted under the numerical constitutions of quantitative
data. This can be used commonly for studying the levels r events of concurrences. This collected
with the structured questionnaire for asking questions with “how many” and “how much”. Since the
quantitative information is numerical, this denotes the objective and definitive data. Apart from that,
the quantitative data is sorted much for mathematical and statistical assessment. This makes that
possible to illustrate that in the format of graphs and charts.
Online review:
The main benefits of those online surveys for the researchers are that they enhance
productivity through saving time (Eisingerich et al., 2015).
Conducting the survey:

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At first the research goals are to be decided. Then the list of questions are to be created and
the participants are to be invited. Next, the responses are to be gathered and the results are to be
analyzed. Lastly, a report is to be documented on this (Teng et al., 2017).
Secondary data and data analysis methods:
Here, quantitative data must be taken with a subjective examination. As all the data are
collected, every variable like workplace safety indicator and the flexibilities must be structured at the
Excel sheet. Next, a correlation assessment must be done for finding the relationship between
attraction variables (Levy & Gvili, 2015).

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References:
Ahmad, S. N., & Laroche, M. (2017). Analyzing electronic word of mouth: A social commerce
construct. International Journal of Information Management, 37(3), 202-213.
Eisingerich, A. B., Chun, H. H., Liu, Y., Jia, H., & Bell, S. J. (2015). Why recommend a brand face ‐
to‐face but not on Facebook? How word‐of‐mouth on online social sites differs from
traditional word‐of‐mouth. Journal of Consumer Psychology, 25(1), 120-128.
Eisingerich, A. B., Chun, H. H., Liu, Y., Jia, H., & Bell, S. J. (2015). Why recommend a brand face ‐
to‐face but not on Facebook? How word‐of‐mouth on online social sites differs from
traditional word‐of‐mouth. Journal of Consumer Psychology, 25(1), 120-128.
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on
emotions, brand relationship quality, and word of mouth: An empirical study of music
festival attendees. Tourism Management, 47, 68-76.
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on
emotions, brand relationship quality, and word of mouth: An empirical study of music
festival attendees. Tourism Management, 47, 68-76.
Levy, S., & Gvili, Y. (2015). How credible is e-word of mouth across digital-marketing channels?:
the roles of social capital, information richness, and interactivity. Journal of Advertising
Research, 55(1), 95-109.
Luo, Q., & Zhong, D. (2015). Using social network analysis to explain communication
characteristics of travel-related electronic word-of-mouth on social networking sites.
Tourism Management, 46, 274-282.

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Teng, S., Khong, K. W., Chong, A. Y. L., & Lin, B. (2017). Persuasive electronic word-of-mouth
messages in social media. Journal of Computer Information Systems, 57(1), 76-88.
Wang, T., Yeh, R. K. J., Chen, C., & Tsydypov, Z. (2016). What drives electronic word-of-mouth on
social networking sites? Perspectives of social capital and self-determination. Telematics and
Informatics, 33(4), 1034-1047.
Wang, T., Yeh, R. K. J., Chen, C., & Tsydypov, Z. (2016). What drives electronic word-of-mouth on
social networking sites? Perspectives of social capital and self-determination. Telematics and
Informatics, 33(4), 1034-1047.