Analysis of YouTube's Role in Organisational Marketing Strategies

This report provides an in-depth analysis of YouTube's role in facilitating organizational marketing strategies, focusing on the promotional videos of Apple, Samsung, and Huawei. The study utilizes a longitudinal analysis of Apple's product launch videos and a cross-sectional analysis of Samsung and Huawei's promotional content, employing coding to identify key marketing techniques. The research connects the findings to ritual theory, highlighting how companies use repetitive actions, brand promotion, and product descriptions to influence consumer behavior. The report discusses the application of these results to research propositions, emphasizing YouTube's role in branding, consumer engagement, and establishing long-term customer relationships. The analysis also includes a comparison of the three companies' approaches, demonstrating how YouTube facilitates brand comparison and the provision of consumer value. The study concludes by summarizing the effectiveness of YouTube as a marketing tool and its impact on consumer decision-making. The report also includes the limitations and possible areas of improvement.

AN ANALYSIS OF THE ROLE OF SOCIAL MEDIA
PLATFORM; YOUTUBE IN FACILITATING
ORGANISATIONAL MARKETING STRATEGIES

Table of Contents
SECTION 5: DISCUSSION......................................................................................................3
5.1 Introduction......................................................................................................................3
5.2 Discussion of results.........................................................................................................3
5.3 Application of result on research proposition...................................................................6
5.4 Meeting aim, objectives and research question................................................................7
5.5. Concurrence with literature review.................................................................................9
5.6 Limitation of the study...................................................................................................12
5.7 Possible areas of improvement.......................................................................................12
5.8 Directions for future research.........................................................................................12
5.9 Summary.........................................................................................................................13
Reference list........................................................................................................................14
2

SECTION 5: DISCUSSION
5.1 Introduction
This chapter presents the interpretation of results that are found by analyzing the videos in
previous section. Different mobile launching videos of apple are analyzed through the help of
codes in the previous chapter. This is done through longitudinal analysis. On the other hand,
supplementary analysis was also performed by Samsung and Huawei, which has helped to
compare the promotional techniques of above-mentioned companies. Different aspects of
promotion like promotion of brand, description of product and engaging potential customers
are identified by analyzing the promotional videos. This can help in discussing the results in
this chapter and style of promotion can be analyzed in detail.
Apart from discussion of results application of results to research propositions has also been
done in this section. The way that can be chosen to apply this result in business marketing is
discussed in detail. Different social media channels like YouTube can be applied in
marketing process and engaging customers. Moreover, the results that are found in the
analysis part has been linked with research aims and objectives. This helps in analyzing
whether the aims and objectives are met or not. Any conflict or similarity with literature
review particularly with the models has also been identified and analyzed in this section.
5.2 Discussion of results
The results that were found from the video analysis in the previous sections show links with
the ritual theory. The Apple CEO in the launching event of 2016 has performed some
repetitive actions, which is considered as a feature of ritual theory (Aichner and Jacob, 2015).
This includes description of product and promotion of brand. As stated by Go and You
(2016), describing brand and product regularly leaves a deep impact on the customers, which
can motivate consumers buying intention. This has helped apple to gain a competitive
advantage over other companies. It can be seen that in the launching event of 2016, Apple
CEO has presented the product in a large screen and described different features in detail.
Detailed description increases transparency of the product and helps in gaining consumer
satisfaction (Iblasi et al. 2016). On the other hand, in this video from 13:30 - 25:25, it was
seen that the CEO has used different phrases for pleasing customers. This has increased its
3

engagement with the product and brand. As stated by Arekar et al. (2019), companies must
conduct the process of impression management through presentation of product features and
company activities. Apple has adopted the same strategy of impression management and they
have given full effort in describing their products that can help in managing their impression
upon customers.
Ritual theory also characterizes traditionalism, which considers ritual as traditions (Effing
and Spil, 2016). Tradition is also described in the launching event of apple in 2017. During
00:00-13:10, the CEO of this multinational organization has talked about their past success
and service that they have provided to the customers. In addition, he has also described the
values that apple provides to its customers. Different past products and their success are
discussed through pictorial representation. As mentioned by Yoo et al. (2016), a description
of past success can help to gain attention of customers and help them to conduct performance
reviews of a firm. This description of past has helped apple to present the rich tradition of this
company to provide best quality products to the customers. Hence, consumers can analyze
the value that they have achieved from this company. This, in turn, can help them to develop
trust in this firm and its products. Moreover, Jamali and Khan (2018) stated that rituals appeal
to tradition that repeats historical precedents. Hence, describing the pest success stories can
provide an idea to the audience regarding the current product. They can assume that the
current product will provide the same value as they have achieved in the past.
In the launching video of 2018, Apple CEO has maintained a formal style of representation of
the newly launched product, He has used several phrases that can please customers and
increase their engagement by gaining attention. This is done by discussion about specific
features of iPhone like home court to the customers. During 59:20 - 70:23 of the video
different features of home court has been described that can help to please customers by
increasing their gaming experience. Moreover, justification of the price of this product is
given by discussing the benefit that consumers will achieve upon purchasing this product.
Formalism is also a character of ritual theory that forces people to adopt a formal style of
presentation (Kedzior et al. 2016). Rituals are limited by a set of expressions that are also
recognized as restricted codes (Jeong et al. 2017). The speaker has adopted formal oratorical
style that includes thanking the major contributors and partners, describing expectations of
customers first and discussion of features that can help to fulfill consumer expectations. This
has helped in engaging consumers and ability of understanding has also increased. The
4

speaker has also compared the current product of apple both other products of different
brands. This has helped in the development of an understanding regarding the difference of
this product with other brands. Hence, the campaign can be said to be successful as a formal
style of representation has engaged customers that can impact on sales rate of the product.
Cross-sectional analysis has also been done in the previous section by the help of launching
event videos of Samsung and Huawei. In those promotional events in YouTube, it was found
that both the speakers of these firms have spent significant time in only describing innovative
features of the products. They have spent less amount of time in other aspects like pleasing
customers, comparison of products and sharing previous experiences of the firms. As stated
by Zhu and Chen (2015), rule governance is a character of ritual theory, which states that
rituals and managed through the help of rules. From the analysis of the event videos, it can be
said that speakers have maintained a rule in only concentrating on the current products.
Different innovative features and described through pictorial description and attractive
videos. Moreover, Shareef et al. (2019) argued that rule governance character of ritual theory
creates a barrier in describing the outer limits by imposing norms. All three chosen
companies have described their products by presenting innovative features. However, Apple
has provided a well-designed introduction and closing of the event that has increased
attraction of target audience. Other firms have maintained a rule book while campaigning and
launching new products. However, Apple has reached the outer limits and included some
items that are beyond the limits. This includes evaluation of partners contribution, previous
success stories, evolution of products. This has increased satisfaction rate of audience and
helped in engaging them.
Three organizations have utilized social media platform of YouTube in promoting their
products and ritual theory can be linked with this strategy. The launching event videos have
helped them to interact with the audience and know their expectations. As said by Chan et al.
(2017), social media marketing helps management of an organization to gather feedback
about expectations of consumers. Beliefs, symbols, expectations, and history are shared
effectively through these videos apart from description of brand and products. Hence, it can
be said that social media channels like YouTube play an effective role to facilitate different
organizational strategies.
5

5.3 Application of result on research proposition
Proposition in this research is regarding the role of social media like YouTube on marketing
strategies of an organization. This proposition forms a link between two aspects; one is
social media platforms like YouTube and marketing strategies. As mentioned by Bakator and
Petrović (2016), social media plays an essential role as a powerful branding tool and helps to
engage consumers. From the result, it has been found that several times the codes like brand
promotion, product description came. This proves that speaker of these events has put
emphasize in utilizing YouTube for branding of products. Social media cannot be considered
as an entire consumer engagement and marketing strategy. Rather it is considered as a part of
the entire marketing initiative (He et al. 2016). If this channel is incorporated then both
organizational and consumers can gain benefits. In the results section, it can be seen that
apple, Samsung and Huawei have provided a detailed description of every feature of their
products. Hence, consumers can achieve all information that can help them to purchase a
product. On the other hand, these launching videos have increased transparency of the
organizations that have helped in gaining engagement of the consumers.
Social media also helps in creating a strong and lasting relationship with consumers (Gehani,
2016). In the results, it can be seen that speakers have been engaged in pleasing the target
audience and describing values that will be provided through the products. This clearly
indicates that the organizations are aiming at establishing a long term relationship with their
consumers. Customers can be pleased by providing effective information through
communication. Launching events of iPhone, Huawei and Samsung can be considered as
communication through social media channel of YouTube. Effective communication is the
main pillar of marketing strategy that helps to gain trust and loyalty of consumers (Kim et al.
2016). In the result section, launching a video of Apple iPhone in 2018 shows a detailed
description of the product. Each and every feature are described by different speakers those
who have immense knowledge about those features. This has helped in establishing an
effective way of communication through social media channel of YouTube. Different other
attributes like customer service, past success and others are shared through this mode of
communication. This has helped to gain a positive response from target audience. Hence, this
can help to provide appropriate value to the customers and engagement of customers can be
gained by these companies.
6

In the analysis section, it was found that companies like Huawei and Apple have compared
their products with other brands. Hence, YouTube event is also used to compare and promote
brands. As said by Lee and Watkins (2016), promotion of brands helps a firm to gain
competitive advantage. Comparison is done on features of products and consumer service.
Proper and transparent way of brand comparison impacts on decision making of consumers
(Yadav, 2017). Product comparison advertising is a technique where naming of competitors
are done while marketing (Icha and Agwu, 2015). Comparing competing brands can be
through direct or indirect reference. Huawei has given direct reference of apple during 16:23-
26:30. Hence, this result can be applied in research proposition. Social media channels like
YouTube facilitates to conduct brand comparison effectively that enhances the competitive
advantage.
Consumer value can be provided through the help of social media, which is an effective part
of marketing strategy. All the three companies have provided values to the customers during
the promotional event and the code ‘Describing values' has appeared frequently. In the event
of Samsung, from 30:40- 35:29, it was found that the speaker describes the values that they
will provide through the product. While in the product launch event of apple in 2016, during
13:30 - 25:25 the speaker described the values that their target audience will be achieved by
purchasing this product. This process has helped these firms to market their products
effectively. Therefore, the results of this study state that social media can be used as an
effective tool for marketing different products and engaging consumers. Role of social media
like YouTube is very essential during marketing because an impact on the decision-making
process of consumers can be done through this channel.
5.4 Meeting aim, objectives and research question
5.4.1 Meeting research aim
Aim of this research was to review the role played by social media platforms such as
YouTube in marketing strategy. This aim has been met by this present secondary research.
The literature review chapter of this research has shed light on the concept of social media,
the impact of social media marketing on business, social media marketing of different large
multinational companies and the concept of impression management. Exploration of the ritual
theory has helped in understanding the significance of this research. As stated by Khan
(2017), evaluation of social media marketing related theory helps in understanding the role of
7

social media in attracting customers. The aim has been achieved by selecting appropriate
methodologies for completing this project. Collecting information from product launch
events of Apple, Huawei and Samsung have helped in understanding the approaches of
management in promoting a new product on YouTube. As mentioned by Bessi et al.(2016),
the success of these products is evidence of the important role of YouTube on marketing
strategies of organizations.
5.4.2 Addressing research objectives
Objective 1: To gain an extensive understanding of the role of social media and its
relation to organizational strategies from the literature
This objective has been addressed in the literature review section. At first, the concept of
social media has been focused and is impact on marketing of business has been analyzed.
Critical evaluation of social media marketing by Apple, Samsung and Huawei have
postulated that YouTube has become one of the potential marketing tools that helps in
reaching maximum potential consumers. Existing literature on this topic has been reviewed to
gain prior knowledge regarding the role of YouTube in facilitating marketing strategies of
multinational organizations.
Objective 2: To review the literature on how organizations integrate social media into
their business
This objective has been met in the literature review section of this research project. Literature
based on the approaches of organizations in integrating social media. Perspective of different
authors on utilization of social media platform for marketing has been critically evaluated.
Literature has been selected based on their contribution to the understanding of this topic.
Ritual theory seems supportive to social media marketing and this theory has been and
analyzed properly in the literature review section of this research project for shedding light on
benefit of using social media as a marketing tool.
Objective 3: To discuss how organizations identify, decide, and implement the most
appropriate social media platform into business
In the literature review section, social media marketing of top three mobile manufacturers has
been critically evaluated. It has been found that YouTube has been used as a marketing tool
8

by Samsung, Huawei, and Apple. The process of selecting this channel for marketing has
been mentioned properly. This discussion can guide organizations in identifying the most
efficient social media platform for promoting their products.
5.4.3 Addressing research question
The first research question was about the role of social media and its relation to the marketing
strategies of organizations. This research question has been addressed through the critical
evaluation section of the literature review. This study has noted that promoting products
through social media ensures more profit. Existing literature and related information have
been used as evidence of the importance of social media in this digital marketing age. As
commented by Basri and Siam (2017), practical information regarding social media helps in
understanding its role more precisely. Considering this fact, the use of social media by three
popular mobile brands has been evaluated. This aspect has helped in answering the second
research question. This question was about the processes that organizations use to assimilate
social media into their business. Approaches of the marketing team of Samsung, Huawei, and
Apple to use YouTube for launching their product have been evaluated in the data analysis
section of this research project. As per the findings of this study, launching products on
YouTube helps to reach maximum potential customers within minimum time and cost.
5.5. Concurrence with literature review
The results of this study have concurred with the critical evaluation represented in the
literature review portion of this research.
Connection of the result with the ritual theory
The result of this research project is linked with the discussion about the ritual theory in the
literature review section. Another characteristic mentioned in the ritual theory is
traditionalism that has been addressed by the organizations while launching their products.
The findings of this study have been linked with the literature review about this
characteristic. It has been found that the CEO of three selected organizations has maintained
traditionalism while promoting their new products on YouTube. According to Misirlis and
Vlachopoulou (2018), this approach may help organizations to be connected with their loyal
customers and it helps in earning trust of potential customers. Describing their past products
and their performance has helped them to showcase their tradition of valuing customer's
9

need. Kaur and Singh (2017) have mentioned that organizations represent their traditions for
attracting new people towards their products. This fact has been found in the findings of this
research.
As per the ritual theory, socio-psychological factors impact differently on different kinds of
people. Invariance is another characteristic that has been mentioned in the ritual theory. It
postulates about the steady perception of customers towards products of their choice. As
mentioned by Bucatariu et al.(2017), new-age customers are tech-savvy and most of them
prefer to compare prices and features of products from different brands online. It is now
important to promote social cohesion sense or reinforcing social belief. In case of mobile,
customers prefer existing models for their features and they believe that these qualities are the
most beneficial for them (Jackson, 2016). The data analysis part has revealed that
organizational head of Huawei are comparing previous products with their new launch
product for making the audience feel the difference. As stated by Dwivedi, Kapoor, and Chen
(2015), this approach of companies may reinforce the existing ritual among potential
customers. On the other hand, it has been found that the CEO of Apple has mentioned only
about innovative features of their new product. These two different approaches have been
taken to achieve the goal of reinforcing the present ritual.
The term ritual can be characterized as formalism. As stated by Chapple and Cownie (2017),
adhering to formal way of communicating makes people more acceptable by the audience.
This viewpoint has been mentioned in the literature review portion of this research and it has
been found in the findings as well. This study has noted that the CEOs of chosen
organizations have considered oratorical formal process of communicating with their
audience. The Head of Apple has gone beyond formal talking and took different approaches
to make the event more attractive. For example, thanksgiving to staff and other stakeholders
has been done differently by the CEO of Apple and it can make people feel connected with
the values of this company. As opined by Schwemmer and Ziewiecki (2018), rule governance
is another viewpoint to define ritual. Here, the rule must be for describing the unique features
of new products. As per the literature review section, maintaining rule make the event more
reliable to audience. However, it has been found that the CEO of Huawei was limited to their
rules. Beyond rules, he has compared their new product with a similar product from another
rival brand. It may negatively affect their customer base as most of the customers dislike this
kind of comparison.
10

The literature review section has explored the ritual theory and has mentioned that the term
ritual can be defined as characterized by performance. According to Rugova and Prenaj
(2016), organization uses the record of their previous performance to make people believe in
them. On the other hand, it can be stated that organizations must focus on the quality of their
product for ensuring their long term performance. This fact has been found in the findings of
this research project. After evaluation of the product launching video of these companies, a
common fact has been found. All of the heads of these companies were talking about their
past performances. They were describing specific features of their new products to make
people believe in their future performance. As opined by Mahajan (2018), demonstration was
one of the processes to provide a clear overview of the potentiality of the new product.
Identified ritual
characteristics
Purpose of the
characteristic
Approach of speakers in
the events
Traditionalism Mentioning about past
tradition to be connected
with the audience
Describing past products and
their performances to
explain their tradition
Invariance Understanding the
unchanged perception of
consumers towards a
particular product
Stating the extra benefits of
purchasing the new product
Formalism Consideration of formal
communication style for
being accepted by the
audience
Formal style of
communicating throughout
the event
Rule governance Maintaining predetermined
rules while promoting a
product
Maintaining business and
ethical rules while
promoting products
Performance Explaining unique features
with proper demonstration to
provide a clear overview of
future performance of the
Showing demo of new
product and recalling past
performance to make the
audience believe in their
11

product. ability
Table 5.5: the link between the literature review and the result of the research
5.6 Limitation of the study
Researchers have given full effort in accomplishing the desired aims and objectives of this
research. However, there are some limitations in the study that creates scope for future
research. The researchers have collected various types of information but the main focus has
been given on YouTube. Different other social media strategies also play an effective role in
marketing strategies of an organization. However, these channels are ignored in this research.
Moreover, the cross-sectional study of different other companies who are selling the same
products can be included. This can help to analyze the subject in a broader way. However,
only two companies are selected for this purpose. These limitations can be mitigated in future
studies that can help to gain in-depth knowledge about the subject area.
5.7 Possible areas of improvement
This research project could be designed differently for achieving a more accurate result. In
this case, product launching video of top three mobile manufacturers has been analyzed. This
process could be replaced by an interview process for collecting data. Interview of managers
of these companies may help to understand practical experience of these companies regarding
using YouTube to launch a new product. More perspectives could be explored that could help
in understanding the role of YouTube in affecting marketing strategies of these companies.
As suggested by Lobato (2016), different networking ability of YouTube could be explored
to understand its effect on promotions of products. However, this process may consume more
time and budget than the present method.
5.8 Directions for future research
Based on the outcome of this research, future researchers may conduct more prolonged
research. They may focus on other social media channels for understanding their importance
in marketing. For example, Facebook marketing is very common and its contribution to
12

business can be a topic of research. Considering the method of this study, future researchers
may critically evaluate other forms of social media marketing including posts, blogs, and e-
posters. Other organizations from different sectors are taking initiatives to integrate social
media in their business. Cross-sectional analysis of those organizations can be performed in
future research. This approach may help in understanding the impact of social media on
marketing strategies of organizations of other industries. This research has taught that
reviewing related theory can help in understanding different approaches related to the
research topic. This understanding can help others to design their research project with the
help of relevant theories, models and principles.
5.9 Summary
In this section of study, results are discussed in a detailed way. Link of different theories like
ritual theory is established with the achieved results. On the other hand, application of the
results in research proposition is done in this part. This proves authenticity of the achieve
results through video analysis. The results of this research are also linked with aims and
objectives of the study. This proves that the objectives of this study are obtained through data
collection and analysis properly. Limitation of this research has been identified and based on
the result of this study future researchers can design their research to explore other
perspectives related to this topic. This section of discussion can help to draw a proper
conclusion and frame different recommendations.
13

Reference list
Aichner, T. and Jacob, F., 2015. Measuring the degree of corporate social media use.
International Journal of Market Research, 57(2), pp.257-276.
Arekar, K., Jain, R., Kumar, S. and Ayarekar, S.K., 2019. The Impact of Social Media Sites
on the Effectiveness of Consumer Buying Behavior for Electronics Goods-A Study in India.
Electronic Journal of Information Systems Evaluation, 21(2).
Bakator, M. and Petrović, N., 2016. Correlation between marketing strategy, product quality
and promotion on the mobile devices market in Serbia. Journal of Engineering Management
and Competitiveness (JEMC), 6(2), pp.67-74.
Basri, W.S. and Siam, M.R., 2017. Maximizing the social media potential for small
businesses and startups: A conceptual study. International Journal of Economic Perspectives,
11(2), pp.241-245.
Bessi, A., Zollo, F., Del Vicario, M., Puliga, M., Scala, A., Caldarelli, G., Uzzi, B. and
Quattrociocchi, W., 2016. Users polarization on facebook and YouTube. PloS one, 11(8),
p.e0159641.
Bucatariu, M., Nicolescu, A.I. and Taşnadi, A., 2017, July. Consumer behaviour towards new
products. In Proceedings of the International Conference on Business Excellence (Vol. 11,
No. 1, pp. 904-915). De Gruyter Open.
Chan, H.K., Lacka, E., Yee, R.W. and Lim, M.K., 2017. The role of social media data in
operations and production management. International journal of production research, 55(17),
pp.5027-5036.
Chapple, C. and Cownie, F., 2017. An investigation into viewers’ trust in and response
towards disclosed paid-for-endorsements by YouTube Lifestyle vloggers. Journal of
Promotional Communications, 5(2). pp.25-87.
Dwivedi, Y.K., Kapoor, K.K. and Chen, H., 2015. Social media marketing and advertising.
The Marketing Review, 15(3), pp.289-309.
14

Effing, R. and Spil, T.A., 2016. The social strategy cone: Towards a framework for
evaluating social media strategies. International journal of information management, 36(1),
pp.1-8.
Gehani, R.R., 2016. Corporate brand value shifting from identity to innovation capability:
From Coca-Cola to Apple. Journal of technology management & innovation, 11(3), pp.11-20.
Go, E. and You, K.H., 2016. But not all social media are the same: Analyzing organizations’
social media usage patterns. Telematics and Informatics, 33(1), pp.176-186.
He, W., Tian, X., Chen, Y. and Chong, D., 2016. Actionable social media competitive
analytics for understanding customer experiences. Journal of Computer Information Systems,
56(2), pp.145-155.
Iblasi, W.N., Bader, D.M. and Al-Qreini, S.A., 2016. The impact of social media as a
marketing tool on purchasing decisions (Case study on SAMSUNG for electrical home
appliances). International Journal of Managerial Studies and Research, 4(1), pp.14-28.
Icha, O. and Agwu, E., 2015. Effectiveness of social media networks as a strategic tool for
organizational marketing management. J Internet Bank Commer, p.S2.
Jackson, S.T., 2016. Marketing militarism in the digital age: arms production, YouTube and
selling ‘national security’. In Understanding popular culture and world politics in the digital
age (pp. 84-98). Routledge.
Jamali, M. and Khan, R., 2018. The impact of consumer interaction on social media on brand
awareness and purchase intention! Case study of Samsung. Journal of Marketing, 114.
Jeong, B., Yoon, J. and Lee, J.M., 2017. Social media mining for product planning: A
product opportunity mining approach based on topic modeling and sentiment analysis.
International Journal of Information Management. 6(2), pp.12-18.
Kaur, R. and Singh, G., 2017. Internet Marketing: The New Era of Innovation in E-
Commerce. International Journal of Scientific Research in Computer Science, Engineering
and Information Technology, 2(1), pp.253-258.
Kedzior, R., Allen, D.E. and Schroeder, J., 2016. The selfie phenomenon–consumer identities
in the social media marketplace. European Journal of Marketing, 50(9/10), pp.1767-1772.
15

Khan, M.L., 2017. Social media engagement: What motivates user participation and
consumption on YouTube?. Computers in Human Behavior, 66, pp.236-247.
Kim, Y., Dwivedi, R., Zhang, J. and Jeong, S.R., 2016. Competitive intelligence in social
media Twitter: iPhone 6 vs. Galaxy S5. Online Information Review, 40(1), pp.42-61.
Lee, J.E. and Watkins, B., 2016. YouTube vloggers' influence on consumer luxury brand
perceptions and intentions. Journal of Business Research, 69(12), pp.5753-5760.
Lobato, R., 2016. The cultural logic of digital intermediaries: YouTube multichannel
networks. Convergence, 22(4), pp.348-360.
Mahajan, R., 2015. Use of social media as a new investigative tool in marketing research for
small business. International Journal of e-Education, e-Business, e-Management and e-
Learning, 5(3), p.129.
Misirlis, N. and Vlachopoulou, M., 2018. Social media metrics and analytics in marketing–
S3M: A mapping literature review. International Journal of Information Management, 38(1),
pp.270-276.
Rugova, B. and Prenaj, B., 2016. social media as marketing tool for SMEs: Opportunities and
Challenges‖. Academic Journal of Business, 2(3). pp.12-145.
Schwemmer, C. and Ziewiecki, S., 2018. Social media sellout: The increasing role of product
promotion on YouTube. Social Media+ Society, 4(3), p.2056305118786720.
Shareef, M.A., Mukerji, B., Dwivedi, Y.K., Rana, N.P. and Islam, R., 2019. Social media
marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer
Services, 46, pp.58-69.
Yadav, M., 2017. Social media as a marketing tool: Opportunities and challenges. Indian
Journal of Marketing, 47(3), pp.16-28.
Yoo, E., Rand, W., Eftekhar, M. and Rabinovich, E., 2016. Evaluating information diffusion
speed and its determinants in social media networks during humanitarian crises. Journal of
Operations Management, 45, pp.123-133.
16

Zhu, Y.Q. and Chen, H.G., 2015. Social media and human need satisfaction: Implications for
social media marketing. Business horizons, 58(3), pp.335-345.
17