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What are the advantages and disadvantages of the use of social media and the theories
What are the advantages and disadvantages of the use of social media and the theories
Advantages & disadvantages of social media
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A lot of marketing experts will confidently agree that word of mouth is one of the most effective marketing approaches (Savert, 2011). Information shared in word of mouth is mainly associated with trust and therefore higher in value (Forbes Magazine, 2014). However, according to Savert (2011), this conventional method has several shortcomings:
1. Information is slowly dispersed
The more information is distributed, the more time it takes to spread.
2. Information changes as it is distributed
The more information is distributed, the higher the degree of error. Marketers have no control over people as the main character in word of mouth. Different understanding among people creates the risk of misinformation.
3. The further the information
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They also explained that it includes analysis of the social consequences of marketing policies, decisions, and activities (Lazer & Kelly, 1973). The definition of both marketing and social media marketing refer to strategic and methodological process of marketing to establish firm’s influence within the society. The difference is social media marketing benefit from the internet (Neti, 2010). Social media is a ‘collective intelligence’ platform that enables not only consumers, but also companies to learn about their market (Litvin, Goldsmith, & Pan, 2008). As much as consumers are able to express opinions about a product objectively, suppliers are also able to receive feedback and study consumer behavior. Most importantly, marketers are able to promote their product and increase brand awareness in the …show more content…
When planning a trip, tourists often rely on the internet to search information about destinations as well as bookings. Social media works as one of information source for them. User’s review of a destination in social media cannot be qualified as a correct measurement tool. However, marketers can use them as marketing and promotional tool along with advertisement. For example, tripadvisor.com is an online community platform designated for tourism where consumers can put review of travel site. This kind of interaction would be difficult with traditional
Once the target audience had been established, a benchmark survey was then conducted. It showed that only 30% of influencers agreed that healthy snacks were offered by Frito-Lay and that less than one third of influencers knew that Frito-Lay products were made with simple ingredients and heart healthy oils. Public Relations Society of America This meant that there was an opportunity to educate the influencers and increase the amount of positive opinions towards the company’s products. To do this, it was decided to focus on the areas of the brands that could be enhanced in the eyes of the influencers and also create a dynamic database in order to track the changes in the viewpoints of the influencers....
The lasting effects of one dissatisfied customer may cause negative word of mouth to spread amongst a given population. Negative word of mouth can damage relationships and hurt or discredit the reputation of an organization. When a complaint is
Prendergast, G., Ko, D., & Siu Yin V., Y. (2010). Online word of mouth and consumer purchase intentions. International Journal Of Advertising, 29(5), 687-708
In article “The influence of e-word-of-mouth on travel decision-making: Consumer profiles”, it says that the presence of e-WOM brings more choices and information to tourism from a wide range of users (Hernández-Méndez, Sánchez-Fernández & Muñoz-Leiva 2015). Another advantage is social media tools are considered a more credible source of information because those who generate the content have no vested interest in the companies. According to Wu and Wang, “if users trust the comments and opinions of others in the online environment, it will positively affect their trust and attitude towards the brand and their purchase intent.” (as cited in The influence of e-word-of-mouth on travel decision-making: Consumer profiles
Without customers continuing to purchase products from any company, there will not be any profit. For consumer needs, good communication habits are required so that his or her satisfaction is always priority. By consistently keeping an open means of communication with purchasers, there will be continued knowledge of how to keep them satisfied. Word of mouth can make or break a company (Richins, 2009). When consumers receive negative feedback about a product by someone they trust in their personal life, they are very likely to avoid purchasing that product.
Lam, D., Lee, A. and Mizerski, R. (2009) 'WORD-OF-MOUTH COMMUNICATION AS HELPING BEHAVIOR', Journal Of International Marketing, 17(3), pp. 55-70 [Online]. Available at: www.researchgate.net (Accessed: 12 May 2014).
Among the billions of social media users, there is a percentage dedicated to businesses who use social media as part of their marketing strategy. The sheer number of people who use services like Facebook and Instagram on a daily
Today 's generation is all about social media. It is the new way to have instant connection to thousands all over the world. Today 's company are now doing less traditional television, radio, and print advertisement and more promotion via Twitter, Facebook and/or Instagram. Companies are invested in getting famous people to post pictures or tweet about their products, knowing that, one person can connect with millions with just one post. Over half of the world has access to social media, making them great consumers. Social media benefit marketing by giving the companies the opportunity to learn their audience/consumers, having access to instant feedback and bring awareness to here product.
It surpasses the traditional means of business, businesses can now be heard and visible and given a platform to communicate with customers like never before. Marketing is a management process that identifies, supplies, and presumes customers needs, requirements, and wants. Social media marketing is a platform that helps regenerate an organization marketing techniques. It helps create a new perception about the company’s product and the vital marketing programs and create a method to gain an edge in the online business world.
Several factors affect consumers’ attitudes, actions and decisions. Public catch information from social networks, which is an important source of getting information and this, is also a very suitable source of information. People talk about their experiences with each other regarding a product or brand. This is how people get different kind of information about different brands and products. In marketing we call this thing electronic word of mouth. Word-of-mouth is evaluating or sharing experiences...
Since social media users grow larger and larger, many companies take the opportunities of using social media marketing to reach more customers. Companies use social media marketing in order to achieve marketing communication and branding goals. Social media allows companies to see what prospects are saying about their brands and competitors. It also allows companies to build deeper relationships with existing customers that drives them to purchase again and again. Not only it can help them generate new leads, but it allows them to build deeper relationships with existing clients that drives them to purchase again and again. It has become common for businesses to branch out and experiment with multiple networks with the aim of reaching the maximum amount of costumers.
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.1 Social marketing is the design, implementation, and control of programs calculated to affect the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research. Basically, a social marketing campaign or programme contains a consumer orientation, an exchange and a long-term planning outlook. Consumer orientation is probably the key element of all forms of marketing. Different from the sales orientation, the marketing concept seeks to change the organisation’s aim to fit one or more particular groups of customers who have almost the same needs. At this point, it is useful to distinguish between customers and consumers. Customers are the people who buy the product and consumers are those who consume it. Moreover, customers could be called consumers as well. A parent buying toys for a child is a typical example that the parent is not only a customer, but also a consumer. Exchange is a fundamental and universal aspect of human behaviour. The basic concept of marketing is an exchange of resource or values b...
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...
In today’s Globalized world, the developing information and communication technologies have revolutionized all spheres of life. Through these technological advancements various new innovations are introduced and one of them is Social Media. Social Media is playing a significant role in various ways such as social networking, multimedia sharing, marketing and advertising. In present, the establishment of communication process through the extensive use of social media has brought tremendous transformation. In business world social media is growing rapidly and playing an irreplaceable part for every organization. This media uses marketing strategies to persuade consumers that the product or services the company offers are worthwhile. According
Social media is used by different organizations to attract target customers and increase product purchase. Similarly, social media is used by destination marketing organizations to attract target tourists and boost tourism of specific destinations. Destinations are distinct geographic areas like countries and cities, they can also be defined as a collection for all the touristic products and services consumed by tourists (Buhalis 2000 as cited by Kavoura and Stavrianea, 2015).