Application of Social Media as a Marketing

Promotion
Kashan Ahmed
BSCS SMIU University
Karachi, Pakistan
Manofjustice2010@gmail.com

Abstract—Social media is the buzz word of the
market. Marketing and promotion is solely relying
upon social media which was a sideline media
during its effective inception a decade back. Print
media and television media lost its relevance to
social media, because of many factors including cost
effectiveness and wider reach. Almost all fields have
adopted Social media for its effective and efficient
working. Social media effectiveness is mostly used in
all demographic segments as the new age millennial
cannot be isolated from social media. Social media is
being adopted by various fields. This paper attempts
to review the literature of the application of social
media for marketing promotion. This study not only
provides the evidence that the promotion through
social media is better than the traditional promotion
approach, but also helps firms to understand the
essential driver for adaptation of social media for
their marketing promotion strategies. The paper
concludes with the future path of social media
marketing.
Keywords— social media; social media
adaptability; consumerism; literature review
I. INTRODUCTION
Social media is reigning the world of
marketing promotion nowadays. The main
reason being cost effectiveness, wider reach,
reach prediction and check, easy adaptability,
alignment with modern advancements etc.
This makes it the perfect platform for any
marketing promotion in any field. One of the
most important aspects of social media
marketing is the two way possibility of
communication. The age of traditional media
has not been wiped out as it is very much
relevant and influential in the market. The
traditional media has been stagnated in growth
whereas social media always heads towards
steady increase in usage or growth on a whole.
The number of subscribers/listeners for
traditional media was way back overtook by
the social media. Facebook, one of the popular
social media platforms became the 3rd most
populous country behind China and India in
2014.
II. Literature Review
The papers taken for review was classified
based on the industry/field/area. 5 major fields
have been taken based on the number of papers in
the literature review. These papers are classified
as follows.
a) Social Media Analytics
b) Social Media Marketing
c) Promotion and Sales through Social
Media
d) Social media marketing in Tourism
e) Consumerism through Social media
f) Business promotion through Social
media
A. Social Media Analytics
Bisgin et al. [1] studied three social media sites, in
order to find out whether homophily exists in
social media. They analyzed the community
structures using effective methods like dyadic,
community based, random rewired and content
based analysis. Cvijikj et al.[2] proposed an
evaluation framework that will allow companies
to perform the social media analytics through
continuous monitoring of the content and
activities on their social media channels to
evaluate the effectiveness of social media as a
marketing tool. Batrinca and Treleaven [3] studied
the usability, efficiency and expertise as a
technique, tool and platform of social media
analytics. A very comprehensive review of
software tools for various verticals, along with
introduction to various facts of social media has
been discussed. Also, a methodology and critique
of social media tools has been imparted. They
captured the overview of scientists who seek to
utilize social media scraping and analytics.
Bharati et al.[4] studied the social media
assimilation in firms using a model, that combines
two streams of IT adoption; organizational
innovation and institutional theory. Social media
is employed by firms to a large extent to manage
relationships with partner organizations, but the
role of institutional pressures in social media
assimilation emerges as the research gap in the
paper. Institutional pressures have no influence on
social media assimilation, but have a role to
impact absorptive capacity which in turn
influences assimilation. Bhaskar et al. [5]
conducted sentiment analysis in social media for
digital cameras product review from Amazon and
ebay.
B. Social Media Marketing
Thackeray et al.[6] studied how to integrate social
media and social marketing in the field of health
sector. Social media can create much bigger
impact rather than other traditional media as social
media can put the consumer at the centre of the
whole marketing process by a four step process.
Describing the audience, purpose of engaging the
audience, strategizing and selection of the
technology are the processes that effectively gives
a strategic template for the integration. Atwong
[7] studies the evolving social media and its
applicability as an effective marketing tool. An
action learning approach, social media practicum
involves both social media marketing and
analytics. Highly structural marketing process is
dealt and elaborated in a step by step manner.
Challenges and responses of this social media
practicum as a marketing course and its impact on
other courses are also mentioned. Killian and
McManus [8] studies how social media decisions
are incorporated in marketing communication
strategy by conducting case studies, in-depth
interviews and other effective methods. Different
ways of social media platforms are classified and
are used by the brand managers to cater the
individual customer needs.
Ashley and Tuten [9] conducted content analysis
using sampling, code sheet development, coder
training and reliability of the creative strategies
presently employed by the top brands. They
showed that how top brands used their social
media channels effectively, their creative
strategies and social media engagement. Jayaram
et al. [10] studied the changes happening in the
field of marketing in three counties at Eastern
Europe. They found that the core principles of
marketing are timeless and only the medium and
applications keep changing. Bianchi and Andrews
[11] studied the lesser known engagement of firms
with Web 2.0 technologies in emerging markets of
Latin America, amidst the fact that social media
has scrupulous global promotions. They analyzed
Chilean marketing managers and their perspective
on social media platforms and applicability.
Chang et al. [12] investigates how social media is
effective as an influential marketing medium and
how persuasive messages generates clicks and
likes from the internet population. Structural
equation modeling analysis is applied through
which they arrive at relevance of post popularity
and importance of central and peripheral route
according to the research model. User
characteristics and user group behavior is also
analyzed in the study.
Lee and Hong [13] conceptualize advertising
effectiveness of social networking sites which
includes emotional appeal, in-formativeness, and
creativity that induces a positive online behavior.
Social media advertising emerges as one of the
most powerful and effective medium which
creates a friendly online behavior by engaging the
social media population. The empirical analysis
indicates the importance of effectiveness and
advertising creativity which are the key drivers of
favorable responses. Zhou and Wang [14] studied
on effective utilization of social media to market
cities in China with international trend. They
proposed that, adapting into 'new media' (as social
media is known) platforms for marketing cities is
a very innovative idea as it will be customer
engaging, interactive and an open approach in all.
They conclude that the effectiveness of social
media, especially micro blogging which is the
most prominent social media channel in marketing
cities, in China. Papasolomou and Melanthiou
[15] address the ever growing impact of social
media and its influence in marketing, specifically
marketing public relations. The adoption of
internet in the sense, social media is very much
inexpensive, delivers immediate reach worldwide
and instantaneous feedback. They mentioned that
the traditional media is not fading out as being
discussed in current scenario but the new media
like social media is becoming mightier.
C. Promotion and Sales through Social Media
Siamagka et al. [16] studied theB2B firms in UK
and adoption of social media by them for their
marketing promotions. They frame a conceptual
model which is based on acceptance of technology
and resource based theory. They found the
adoption of social media is directly influenced by
innovativeness of the organization. Saboo et al.
[17] studied on the limited understanding on how
consumer engagement happens and influences the
purchasing process, even great amount of
resources are being spent on social media by the
brands. They took music industry as specimen and
gave 3 factors to enhance the attractiveness factor
as part of their study; sampling music, following
music artists and commenting on artists' social
media posts. The paper is concluded by stating the
scope and limitations of the study, especially, the
solo industry taken for the whole study makes it
less fit to be applicable in other sectors or fields.
Guesalaga [18] proposed an application of
interactional psychological theory to test a model
on adoption of social media in sales, for analyzing
an individual, customer related factors. The future
ever growing prospectus of the social media and
its applicability is evident in almost every field,
especially in sales. Organizational competence
and commitment are key determinants of sales
through social media. Michaelidou et al. [19]
studied the social media practices, usage, barriers
and effectiveness of B2B small and medium
enterprises.
D. Social media marketing in Tourism
Minazzi [20] studied the role of social media
marketing in tourism and hospitality sector.
Author has taken rich set of both theoretical
background and practical examples on the use and
impact of the social media on both tourism
demand and supply. Gulbahar and Yildirim [21]
studied the role of social media and its
application, effect and merit on the field of
Tourism in Istanbul. The study intends to explore
the very less excavated areas of social media
marketing of tourism companies in Turkey. Even
as an emerging economy Turkey has developed
itself in fronts of social media and mobile
technology. They suggested that, social media,
web based marketing and mobile based
applications have to be blended effectively to
yield better results.
Hays et al. [22] studied on how social media is
used effectively as a destination marketing tool.
Social media ensures the reach and effectiveness
within specific time limit. They applied content
and semi structured analysis to find effectiveness
of social media adopted by national tourism
organizations. Shao et al. [23] applied
netnographical study to check on the effectiveness
of social media and micro film marketing can be
implemented in Tourism. They concluded by
citing the importance of Social media adoption
and its success. Hudson and Thal [24]
recommended the importance of social media in
consumer decision making process. The social
media exactly knows how a customer engages
with brands. Their study focuses on how an
travelers benefits out of social media.
E. Consumerism through Social media
Ephraim [25] proposed a culture centered
approach to the use of social media in a bid to
minimize these cyber crimes and encourage the
matured use of social media amongst African
youths. Li et al. [26] studied the social media
usage on country image and purchase intention
from peer-to-peer network perspective. Ho and
Wang [27] analyzed the repurchase intention and
relationship with virtual customers, considering
social media community of a particular brand into
account. They studied on how to manage the
digital customer relationship in the social media
brand community.
Trainor et al.[28] studied how social media usage
and customer relationship performance are linked.
They analyzed social CRM capability and its
influence by CRM systems and social media.
Mirzaei et al. [29] studied on developing
relationship between social media and user reward
programs. Basically social media helps to increase
the site visit, a reward program is planned which
is more like a game which ranks the visitor on the
basics of activeness in the web arena. They
concluded on the adaption of strategies employed,
how it in turn change into a revenue sharing model
to induce the success in social media application
on user reward programs.
F. Business promotion through Social media
He et al. [30] discussed about the adoption of
social media by small business enterprises which
have budget constraints, whereas bigger
companies do not have and also on the ways in
which these small businesses adopt social media
for their betterment. They have listed the
limitations of this study and its future prospects of
the research topic, one of the main reasons being,
social media changes every day and the strategies
to be used also changes rapidly.
Sandlin and Pena [31] studied the effectiveness of
social media tools to enhance authenticity in
college students’ recruitment process.
Papadopoulos et al. [32] proposed five strategies
for scaling community detection in the context of
social media. They studied the performance
characteristics of community detection methods
and its exploitation in real world web mining and
information retrieval process. Lapointe et al. [33]
studied the scope of creating cancer awareness
through social media. Criswell and Canty [34]
studied the social media advancements of two
genre fiction titles published in UK, giving more
emphasis on Face book and Twitter. They
discussed on how effective social media is, as a
marketing platform, when already a dedicated
community exists, allowing communication
between publishers and readers. They found that
channel of marketing is much more effective when
the author or the book has already established
online community base and less effective when it
comes to new book.
Liu et al. [35] studied on mobile crowd sourcing
platform and its various effects when applied over
a social media. Dixon et al. [36] proposed the
scope of usage and perceived effectiveness of
social media within intercollegiate athletic
departments. They studied the role of social media
in framing a marketing strategy in an era where
new media influence is at its maximum in every
organization’s strategic mix. Robillard et al. [37]
discusses about social media as a platform on
advancements in the field of bio medics, like stem
cell research. They studied on how the
information regarding the stem cells is
disseminated in a platform like Twitter. A content
analysis of the tweets with key words, stem cells,
spinal cord injury and Parkinson disease were
carried out. Cross sectional survey, statistical
analysis, coding and inter-coder reproducibility
were some of the methods used. Some of their
findings include entirely new knowledge about
Twitter as a connecting platform for many voices
and also as a key tool for the dissemination of
information about stem cells and other disorders.
Stefanidis et al. [38] developed a framework to
harvest for ambient geospatial information and its
resulting hybrid capabilities to analyze it to
support awareness as it relates to human activities.
They studied on how effectively geospatial
information could be collected through social
media feeds, analyzing various factors that support
greater mapping and understanding of the
evolving human landscape. Momentary social
hotspot from where they are updating the social
media is taken, after which quantitative and
qualitative analysis were carried out in human
geography. They took special events with
international appeal and studied the responses
from users, taking their location as the main
criteria.
Lazzeretti et al. [39] studied a case of museum of
Natural History of Florence, which is a nonprofit,
medium sized cultural institution which has
engaged with social media. Less emphasis and
attention was given to cultural sector where social
media is actually empowering visitors whereas, all
attention focuses on social media’s role in non-
profit organization to build and strengthen relation
with its stakeholders. Role of different social
media platforms in museum’s communication
activities are analyzed through direct interactions
and its intensity is measured. They applied a
qualitative content analysis of museum’s profile in
Facebook and Twitter, for the identification of
nature of interactions with stakeholders. Lee et al.
[40] proposed, companies can increase their
likelihood of a positive reaction if they carefully
consider the relation between initiatives and core
businesses. They also analyzed the role of social
media in businesses, with respect to a comparison
analysis between the CSR initiatives and the
company. Various modes of study were conducted
to finally arrive at the conclusion, sampling,
comparative analysis, qualitative analysis. Since it
is exploratory in nature, various limitations were
reported and study cannot be given a completed
status as so many issues mentioned in the paper
required prolonged study.
Munnukka and Jarvi [41] explored the important
risks associated with business organizations using
social media in their marketing communication.
Usage of electronic media for marketing
communications is gaining wide popularity with
all type of organizations. Proactive focus and
procedural control were expected to provide high
level security against the risks. Agarwal et al. [42]
studied on cyber-collective social movement
analysis in multicultural settings. They observed
the transcending nature of cyber-collective social
movements for modeling transnational outreach.
Issue propagation and sentiment diffusion is taken
into account and a methodological framework is
created taking three level of effectiveness. Gan
and Wang [43] studied the mapping of the
intellectual structure of social media research in
China from 2006 to 2013. They studied on how to
map the characteristics and status on social media
using bibliometric and co-word analysis.
Lansigan et al. [44] conducted a study to
determine the similarities or differences in the
data collected with the help of a validated
questionnaire, which in turn was intended to find
out the influence of social media in school choice
considerations. Williams and Ricciardelli [45]
studied about the body image concerns of young
women and impact of social media over it.
Evaluating youth’s experiences of online
appearance culture.
Singh [46] analyzed the relationship between
social media and corporate agility. Conventional
tools and methodologies are relevant, but finding
out newer tools like social media offers and how
this is going to revitalize the agility strategic
arsenal were some of the areas of their discussion.
They found that social media helps towards
corporate agility. Stieglitz and Dang-Xuan [47]
studied the increasing acceptance of social media
as a political tool. Micro blogging and social
networking sites are changing the whole idea of
political communication. They proposed a
methodological framework for social media in a
political context. Murphy [48] discussed on
various social media tools used by fire service and
the ways of working efficiently with these tools.
Ranschaert et al. [49] studied on how the social
media was used by radiologists effectively for
their career prospectus/public good. Some of their
areas of discussion included the usefulness of
social media for radiologists for many factors like
communicating with peers, clinicians, patients
etc., the merits other than using social media as a
learning aid and information seeking tool. Lee et
al.[50] considered the effect of CSR activities on
the efficiency of social media as a stakeholder-
relationship organization stand. The twitter
handles of Fortune 500 companies were
considered, which served as a CSR tool to
increase their ratings. They conceptualized social
media as a proponent of CSR.
III. METHODOLOGY
studied the social media as a research tool and
reviewed its current status. The latest
advancements in the field of social media have
attracted the attention of researchers worldwide
and this has been elevated as a powerful research
tool. Paper has discussed different genres of social
media research. Using descriptive research
methods like empirical, experimental and
analytical methods; and predictive analysis,
concludes by giving a fundamental concise review
on social media research. Challenges faced by
researchers over this topic, using quantitative
methods are discussed, opening the scope of
further research. Ramanadhan et al. [52] studied
the adoption of social media by community based
organizations (CBO), which are very crucial in
delivering health promotion programs. Their study
assesses the extent to which CBOs uses social
media channels to engage in health promotion.
They concluded that, social media application to
community based organizations is an interactive
one rather than being a one sided channel.
Baert and Booth [53] proposed two new claims
about intellectuals and their public engagement
based on positioning theory. They focused on
recent technological advancements enabling the
novel intellectual interactions and interventions in
the social media. They concluded by stating the
future scope of study, after identifying the logical
line between intellectuals, social media and their
interaction.
Meng et al. [54] studied the strategies adopted by
the Government in social media platform during
public emergencies. Official micro-blogging site
of Shifang Government was analyzed using big
data tools. They classified the Government
strategies into 5 different categories. Liu and
Lopez [55] studied the influence of social media
on consumer brand preferences for carbonated
soft drinks. They studied on how the social media
conversations impacted the consumer valuation of
brand characteristics and demand for carbonated
soft drinks. They formulated a random coefficient,
discrete choice model of consumer demand that
includes social media conversations and matched
it with Nielson sales data on CSD, to social media
conversations. Study is concluded by suggesting
that social media can be called as a strategic tool
for effective brand promotion and product design
and also for public health policies.
Calefato et al. [56] investigated the role of
traditional websites and social media in trust
building along with cognitive and affective
dimensions presenting two different experiments.
They studied on how and why companies are
investing in social media for building their social
digital brand and how it strengthens the
relationship with the customers. Lyon and
Montgomery [57] have identified the main
differences between social media and traditional
media and how it influences the corporate culture
and its effect. They proposed a framework for
understanding greenwash in which the corporate
environmental communication backfires, if
citizens and activists have a feeling that company
is engaging in more than optimum selfpromotion.
Rapp et al. [58] studied on contagious effect of
social media among groups of business suppliers,
retailers and consumers. They developed a
conceptual framework and analyzed the responses
to the contagion effect of social media. Hausmann
and Poellmann [59] studied on influence of social
media for marketing of arts in the geographical
context of Germany. They exhibited the use of
social media by performing arts organizations
which are growing rapidly and social media
effectively supporting the marketing of
performing arts organization. How cost effective it
can be using the latest features of social media can
a firm reap profits is another key learning.
IV. Result
The vast, wide and deep reach of social media is
the basic learning out of this review. Also, the
further scope lies on how this can be even
effective in the fields that are yet to adapt social
media for its marketing promotion. From
conventional to unconventional fields, areas and
industries have adopted and are moving forward
with social media is to be scrutinized upon.
Diminishing scope of old media and growth
retaliation is another finding. Scope of study is
very high in this topic as social media is evolving
day by day. Reseach papers are abundent in the
field. We have chosen few factors and have
classified accordingly but more factors can be
found out and review can be done.
V. CONCLUSIONS
The study of social media as a marketing
promotion tool taking into consideration lot of
various factors like Search Engine Optimization,
Consumerism, Virility, Social Media Hygiene and
adaptability has given a comprehensive insight
about the scope of social media. Keeping these
factors in mind, we have analyzed the literature to
find out various classifications of the literatures
which were social media, marketing, sales,
tourism and consumerism. Earlier observations in
this field suggests its evolution and how its
presence increased to various manifold these
years. Social media is a ever continuing success as
a marketing promotion tool since its inception.
The scope of social media is prone to increase
only because of the digitalization happening in
almost all fields, especially marketing promotion.
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