Subject Name: Business Communication

Course Code and Title: MGT502– Business Communication

Assessment 1: Annotated Bibliography

Individual/Group: Individual

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Table of Contents

Introduction…………………………………………………………………………………………………………………………………… 3

Article 1: Optimal ways for companies to use Facebook as a marketing channel……………………………. 3

Article 2: Spreading the word through likes on Facebook: Evaluating the message strategy
effectiveness of Fortune 500 companies…………………………………………………………………………………………. 6

Article 8: Factors influencing the use of social media by SMEs and its performance outcomes……….6

Article 9: Employer Use of Facebook as a Tool in Pre-Employment Screening of Applicants: Benefits

and Ethical, Legal, and Privacy Implications………………………………………………………… 6

Article 10: Blended Teamwork: The Facebook Experience…………………………………………………………….. 7

References: ……………………………………………………………………………………………………………………………………. 8

Introduction

Facebook- one of the hottest and well-known social network site. Facebook is the most used
social communication tool by people around the globe and is considered as a strong platform
to share or deliver 2message to the public. In this paper, I will be representing the influence
of Facebook as a marketing tool on business communications or whether it hinders the

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functioning of business. This report evaluates 10 sources with the ultimate aim to examine
the effectiveness of Facebook

As per my understandings, a Facebook page is a free marketing tool for businesses and
individuals which distinguishes through listing product offerings and services, but also by
sharing links, pictures and posts on a customizable page to give a better sense of a business's
nature and character.

The subsequent paragraphs will consist 5 articles which are in favour of Facebook as a useful
tool for business communications and 5 sources against it.

Article 1:

a Facebook marketing strategy (Vahl, experience by setting up an editorial calendar. The last
step is to measure your progress which is to understand how Facebook insights work.
Facebook encompasses both positive and adverse information about companies; therefore, it
is pivotal for companies to manage their Facebook page to best serve their own benefits.
Although most users are acquainted with business and advertising activities on Facebook,
they utilize it mainly for entertaining and personal use. The average time spent on Facebook
by the users is 38 minutes. This article is fairly well written; and the authors are from
Halmstad University, Halmstad, Sweden.

Article 2: Spreading the word through likes on Facebook: Evaluating the message
strategy effectiveness of Fortune 500 companies

Swani, K., Milne, G. and P. Brown, B. (2013), "Spreading the word through likes on
Facebook: Evaluating the message strategy effectiveness of Fortune 500 companies",
Journal of Research in Interactive Marketing, Vol. 7 No. 4, pp. 269-294

The purpose of selecting this article is to examine the strategies which are most expected to
endorse online “word-of-mouth” action for business-to-business (B2B)/business-to-consumer
(B2C. It is suggested that B2B Facebook account are more powerful if they contain corporate
brand names. The study has et al., 2011; Moorman, 2012). Likewise, B2C companies use
social media to increase brand awareness, brand loyalty, buyer engagement, foster
relationships and rise sales and profitability. Some real good example of B2B firm is Alibaba,
as the leading e-commerce trading platform, connecting manufacturers from countries such as
China, India, Pakistan, the United States, and Thailand with international buyers. Similarly,
Amazon is an example of B2C which directly sells the products online to consumers.

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Article 3: Facebook: a blessing or a curse for grocery stores?

Peeroo, S., Samy, M. and Jones, B. (2017), "Facebook: a blessing or a curse for grocery
stores?", International Journal of Retail & Distribution Management, Vol. 45 No. 12, pp.
1242-1259

This journal deliberates how progressively businesses are using Facebook to communicate
and engage their customers. The study shows that customers respond to company posts for
the following reasons: to communicate with the stores, to converse with other customers, to
express their feelings, to share their the various ways customers involve with the grocery
stores on its Facebook pages. Facebook can improve the reputation of business and increase
their revenue. Positive remarks and reviews can bring an enormous difference to their sales
and goodwill. Vendors should use Facebook to enrich the customer experience by inspiring
customer engagement, co-creation of value and responding and a blessing for Facebook as
they can create or destroy value for the business.

Article 4: “Like” and “Check in”: How hotels utilize Facebook as an effective marketing tool

Virginia Phelan, K., Chen, H. and Haney, M. (2013), "“Like” and “Check-in”: how hotels utilize
Facebook as an effective marketing

In this article, the author alters the question of how efficiently hotels are using Facebook as
a marketing tool and how clients are interacting with the property by calculating the number
of fans, client comments, and accuracy of data provided. Facebook is one of the reasonable
and easy way to market your hotel. It is extremely important to understand how hotel’s
target market is and to capture data on your guests when it comes to their interests and
demographics. hotels are experiencing with maximizing the reach of their Facebook page
and possible suggestions for better improvement. The outcomes demonstrated that many
hotels failed to interact with clients, deliver exact and updated information by showcasing
the property through photos and videos. For better and significant return on investment,
Practitioners would take care to improve upon these aspects to better appeal to consumers.

Article 5: Customer loyalty through social networks: Lessons from Zara on Facebook

Gamboa M, Ana; Goncalves M, Helena. (2014), “Customer loyalty through social networks: Lessons
from Zara on Facebook”, Business Horizons, Vol 57, No 6, pp. 709-717

I have chosen this article to examine the loyalty of customers through Facebook. A majority
of do not see social networks as a platform for cultivating and winning customer are against
the Zara brand on Facebook, we revealed that Facebook develops the relations that increase
loyalty via trust, customer satisfaction, perceived value, and commitment. Our results have
shown that these relations are stronger for fans of the brand than for non-fans and suggest that
customer satisfaction is the strongest factor of loyalty. This indicates a new opportunity for
future marketing managers to attain customer loyalty: Facebook.

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Article 6: Influence of Facebook usage on employee productivity: A case of University of cape
coast staff

Adzovie, D. E., Isaac, E. N., & Janet, A. K. (2017). Influence of Facebook usage on employee 
Productivity: A case of the University of Cape coast staff. African Journal of
Business Management, 11 (7), 2-35.

The above article discusses the influence of Facebook page on employee’s productivity. It
highlights that the growth of social media and how organizations utilize social media to build
employees in order to improve performance. It illustrates that social media has provided stage
for engagement where workers can positively utilize to improve output. It is suggested that
the use of social media at workplace should be measured or control for it not to inhibit with
some academic journals on social media practice and its effect to marketing. However, the
article is pertinent to the thesis and the research since it provides detailed information on how
social media affect employee’s performance, which is a major point for this research.

Article 7: Using Facebook efficiently: Assessing the impact of organizational Facebook activities
on organizational reputation

Ye, L. and Cheong, Y. (2017), "Using Facebook efficiently: Assessing the impact of organizational
Facebook activities on organizational reputation", Corporate Communications: An International
Journal, Vol. 22 No. 4, pp. 440-454

The main purpose of that, on an average, the efficient firms (n=8) posted less frequently than
did the inefficient companies (n=14); corporations getting extra engagements were more
well-ordered than those getting lesser engagements; and firms adopting one main Facebook
page were more efficient than those to affect efficiency outcomes significantly. The results of
this study will contribute to the optimization of Facebook use in organizational reputation
management.

Article 8: Factors influencing the use of social media by SMEs and its performance outcomes

Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. and Mohd Shuib, N. (2015), "Factors influencing
the use of social media by SMEs and its performance outcomes", Industrial Management & Data
Systems, Vol. 115 No. 3, pp. 570-588

The aim of this paper is to see the factors that influence the usage of Facebook among small
and medium enterprises. Additionally, it examines the influence of Facebook usage on
financial as performance of SMEs in respect of reduce costs on marketing and client service,
better customer relations and better information accessibility. The results would stimulate and
guide organizations in the acceptance of Facebook for business activities. Overall, it can be
summarized that the study examined the effect of Facebook usage on the financial
performance of the organizations which is truly significant to study as it discloses the exact
value of using Facebook for business activities.

Article 9: Employer Use of Facebook as a Tool in Pre-Employment Screening of Applicants:

Benefits and Ethical, Legal, and Privacy Implications

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Lory, Beth E.H.. (2012). Employer Use of Facebook as a Tool in Pre-Employment Screening of
Applicants: Benefits and Ethical, Legal, and Privacy Implications. Retrieved from Sophia, the St.
Catherine University reository website:

In the above article, the social networking web site, Facebook, allows users to publish
personal information to communicate and interact with others. Due of the online availability,
Facebook has inadvertently provided an entry for owners who are hiring to use as a device in
the pre-employment as a tool in the pre-employment screening of applicants can offer
employers a fast and efficient way to get information about prospective employees that could
pre-empt negligent hiring decisions. My research question attempts to answer: How can
employers optimize the benefits of using Facebook as a tool for pre-employment screening of
applicants while managing the ethical, legal, and privacy implications?

Article 10: Unveiling the dark side of social networking sites- Facebook: Personal and
work-related consequences of social networking site addiction

Moqbel M. Kock N. (2018), “Unveiling the dark side of social networking sites- Facebook: Personal
and work-related consequences of social networking site addiction”, “Information and
Management”, Vol 55, No 1, pp 109-119

The arrival of social networking sites such as Facebook has changed the way people connect
and connect with each other within organizations. As per the previous research has
discovered the effects of social networking site and it’s use in organizations, investigators
have focused little on its addiction reduces confident emotions that enlarge performance and
improve health conditions. SNS addiction nurtures task interruption, which inhibits
performance, verbal and practical implications are discussed. (Moqbel M. Kock N.)

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References

Swani, K., Milne G. and P. Brown, B. (2013), "Spreading the word through likes on Facebook:
Evaluating the message strategy effectiveness of Fortune 500 companies", Journal of Research in
Interactive Marketing, Vol. 7 No. 4, pp. 269-294

Moqbel M. Kock N. (2018), “Unveiling the dark side of social networking sites- Facebook:
Journal of Information, Communication and Ethics in Society, Vol. 11, Issue: 2, Pg.No. 112-
126

reository website

Virginia Phelan, K., Chen, H. and Haney, M. (2013), "“Like” and “Check-in”: how hotels
utilize Facebook as an effective marketing tool", Journal of Hospitality and Tourism
Technology, Vol. 4 No. 2, pp. 134-154

Vahl A., (2013, June 18). “4 Easy steps to implement a Facebook marketing strategy”
Retrieved from http://www.socialmediaexaminer.com/4-easy-steps-to-implement-a-
facebook-marketing-strategy/

Spekman, R E. and Dotson, E. (2009), “Using social media in the B2B context”. pp. 190