Due to the rapid growth of technology and the birth of a new form of media, there

were lapses and lacking information on how social media really affected different
industries and how it has grown that fast. The purpose of the study was to further
expound how Facebook, the most visited social networking site, has grown and affected
the field of marketing. The study give exploratory effort on analyzing Facebook’s
existing marketing practices and tools, their benefits and concerns associated with the
type of social media marketing.

At the beginning of the journal article, the researchers introduced how social
media has changed the way organizations and businesses do business online for the
past few years. They discussed how it created its own niche in the business world and
how it has generated a large market population since it has become an accepted mode
of communications for internet users. Moreover, the authors introduced Facebook, the
most visited social networking website, and discussed how it has affected the
convenience of people in communicating and connecting with other people.

As the authors discussed more about Facebook marketing, they also tackled how
it became a marketing tool and how it has created a database of information of possible
target customers for different businesses. They also further discussed different possible
ways and strategies on how marketers can connect with the people in the internet and
generate a market audience. Moreover, the study discusses about the benefits of
Facebook marketing on how it has helped organizations monetarily, how it has created
a personalized advertising, how it became a direct-response marketing platform and
how it created new forms of products and purchase forms.

Due to the factors of how social media marketing works, Facebook marketing is
closely related to Viral Marketing. For Welker (2002, p.7) viral marketing is nothing more
than ìa new interpretation of the good old word-of-mouth-paradigmî, the use of the
Internet for spreading the message clearly is a new concept that would not have been
possible without the widespread diffusion of information and communication
technologies. For the purposes of this study we will consider viral marketing as a
technique which utilises the Internet to transmit and spread messages among
individuals who will filter and forward the messages to their peers, who may be
potentially interested in the message is content.

As technology continues to grow, some marketing practices are overpowered by

new marketing techniques. Thus, the study emphasizes the debate between traditional
marketing and social media marketing and described the advantages and
disadvantages of both.

To consider social media as a marketing tool a retailer must understand every

aspect of it. Social media cannot be understood without first defining Web 2.0: a term
that describes a new way in which end users use the World Wide Web, a place where
content is continuously altered by all operators in a sharing and collaborative way
(Kaplan and Haenlein 2010).Thus, social media is the environment in which social
networking takes place and has altered the way in which consumers gather information
and make buying decisions.

On the other hand, the definition of traditional marketing is advertising. This form
of advertising is highly impersonal. Thus, The aim of traditional marketing is to provide
time, place and possession utility. Therefore, the essence of marketing consists of
creating a value for customers and motivate them to buy it. In other words, the purpose
is to change the perception of customers (Efendioglu and Durmaz 2016).

Through digital marketing, customers can easily and quickly reach products and
services and have an opinion about them by comparing similar products, and therefore,
speed up the purchasing process. The main objective of online marketing is to use
existing infrastructure to make profit (Efendioglu and Durmaz 2016). Development, pricing,
promotion and distribution of goods are also done online. The benefits that digital
marketing provides can be considered as a revolution for the marketing world