Using social media marketing in the digital era: A necessity or a choice
DOI:
https://doi.org/10.20525/ijrbs.v12i3.2507Keywords:
Social media, Digital Marketing, Social Media Marketing, Internet, Technology, CustomerAbstract
Today is the era of digitalization. Nowadays, people prefer to attach their lives to social media presence on Facebook, Instagram, Twitter, YouTube, and LinkedIn. Hence, manufacturers and producers use social media tremendously in this digital era to reach customers with their products and services. Thus, social media marketing has become famous for businesses to promote their products or services, engage with their customers, and build brand awareness. The present study focuses on reviewing the mediating role played by several social media platforms to gain the interest of consumers. This paper also aims to analyze the necessity of social media marketing compared to other marketing communication and promotion forms. This paper helps the reader decide whether to depend on social media only for marketing purposes or whether there can be a choice of another means. Without analyzing the pros and cons, relying heavily on social media platforms for marketing is not always a good idea. The author employed a qualitative and descriptive method for constructing the paper. This paper will review the literature regarding social media marketing compared to other means, try to recommend, and shed light on selecting the right marketing platform by different marketers. The study's main findings demonstrate that measures should be taken to enhance responsible use and limit some of its harmful effects. Furthermore, in providing insights into whether social media marketing is a necessity or a choice, the author suggests that productive utilization should be the main priority for all, whether social media or other platforms.
Downloads
References
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190. https://doi.org/10.1016/j.tele.2017.05.008. DOI: https://doi.org/10.1016/j.tele.2017.05.008
Ali, Z., Shabbir, M.A., Rauf, M., & Hussain, A. (2016). To Assess the Impact of Social Media Marketing on Consumer Perception. International Journal of Academic Research in Accounting, Finance and Management Sciences, 6, 69-77. DOI: https://doi.org/10.6007/IJARAFMS/v6-i3/2172
Anwar, M. (2019). Social Media Makes Things Possible for Librarians: A Critical Note. Am J Biomed Sci & Res. V 6(1). AJBSR.MS.ID.000985. https://doi.org/10.34297/AJBSR.2019.06.000985. DOI: https://doi.org/10.34297/AJBSR.2019.06.000985
Appel, G. et al. (2019). The future of social media in marketing, Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-019-00695-1. DOI: https://doi.org/10.1007/s11747-019-00695-1
Ara Eti, I., Horaira, M. A., & Bari, M. M. (2021). Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19. International Journal of Research in Business and Social Science (2147- 4478), 10(1), 28–37. https://doi.org/10.20525/ijrbs.v10i1.1011. DOI: https://doi.org/10.20525/ijrbs.v10i1.1011
Arrigo, E. (2018). Social media marketing in luxury brands. Manag. Res. Rev. 41, 657–679. https://doi.org/10.1108/MRR-04-2017-0134. DOI: https://doi.org/10.1108/MRR-04-2017-0134
Bharti, P. K. and Kumar, A. (2020). Traditional vs. Digital Marketing: A Comparative Study. ZENITH International Journal of Multidisciplinary Research, 10 (12), December (2020), Impact Factor: 7.188.
Bhojaraja1, and Muniraju, M. (2012). Challenges and Opportunities in Digital Marketing. IAETSD journal for advanced research in applied sciences. 5(1)http://iaetsdjaras.org/gallery/23-january-402.pdf. DOI: https://doi.org/10.15373/22778160/January2014/9
Chalberg, M. (2020). Digital Marketing Alternatives to Social Media for Retail Businesses. Retrieved from https://koronapos.com/blog/digital-marketing-alternatives-to-social-media/.
Chauhan, G. Is Internet Marketing an Opportunity for Modern Business. Retrieved from https://www.academia.edu/5887355/Is_Internet_Marketing_An_Opportunity_for_Modern_Business.
Cheung, M. L., Pires, G. D., Rosenberger, P. J. III, Leung, W. K. S., and Ting, H. (2021). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Austral. Marke. J. 29, 118–131. https://doi.org/10.1016/j.ausmj.2020.03.006. DOI: https://doi.org/10.1016/j.ausmj.2020.03.006
Chowdhury, A. (2018). Facebook launches ads in the marketplace. Forbes. Retrieved from https://tinyurl.com/y8kf5g4t.
Coltman, T., (2007). Why build a customer relationship management capability? J. Strategic Information Systems. 16(3), 301–320. DOI: https://doi.org/10.1016/j.jsis.2007.05.001
Di Minin, E., Fink, C., Hausmann, A., Kremer, J., and Kulkarni, R. (2021). How to address data privacy concerns when using social media data in conservation science. Conservat. Biol. 35, 437–446. https://doi.org/10.1111/cobi.13708. DOI: https://doi.org/10.1111/cobi.13708
Erlangga, H. (2021). Effect Of Digital Marketing and Social Media on Purchase Intention of SMEs Food Products. Turkish Journal of Computer and Mathematics Education. 12(3): 3672–3678, https://doi.org/10.17762/turncoat.v12i3.1648. DOI: https://doi.org/10.17762/turcomat.v12i3.1648
Faruk, M., Rahman, M., & Hasan, S. (2021). How digital marketing evolved: A bibliometric analysis on Scopus database. Heliyon, 7. DOI: https://doi.org/10.1016/j.heliyon.2021.e08603
FTC Warns Social Media Users About Advertising Scams, Retrieved from https://www.pymnts.com/news/security-and-risk/2022/ftc-looks-to-stop-dk-automation-selling-alleged-fake-business-opportunities/.
Grewal, L., Stephen, A. T., & Coleman, N. V. (2019). When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest. Journal of Marketing Research. 56(2), 197–210. https://doi.org/10.1177/0022243718821960. DOI: https://doi.org/10.1177/0022243718821960
Hafez, M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust. International J. Bank Marke. 39, 1353–1376. https://10.1108/IJBM-02-2021-0067. DOI: https://doi.org/10.1108/IJBM-02-2021-0067
Hafez, M. (2022). Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness. International Journal of Information Management Data Insights, 2(2), 100140. https://doi.org/10.1016/j.jjimei.2022.100140. DOI: https://doi.org/10.1016/j.jjimei.2022.100140
Ibrahim, B. (2022). Social media marketing activities and brand loyalty: A meta-analysis examination. J. Promot. Manag., 28(1), 60–90. https://doi.org/10.1080/10496491.2021.1955080 DOI: https://doi.org/10.1080/10496491.2021.1955080
Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M.U., Gillani, S. H. M., and Awan, F.H. (2022). Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era. Front. Psychol. 12:808525. https://doi.org/10.3389/fpsyg.2021.808525. DOI: https://doi.org/10.3389/fpsyg.2021.808525
Karl, (2022). The 15 Biggest Social Media Sites and Apps. Retrieved from https://www.dreamgrow.com/top-15-most-popular-social-networking-sites/.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014. DOI: https://doi.org/10.1016/j.jbusres.2011.10.014
Kumar, R. T., and Marimuthu, K.N. An Overview of Digital vs. Traditional Marketing Retrieved from https://www.academia.edu/36424984/An_overview_of_Digital_vs_Traditional_marketing_doc.
Liu, X., Shin, H., & Burns, A. C. (2021). Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing. J. Bus. Res. 125, 815–826. https://doi.org/10.1016/2019.04.042. DOI: https://doi.org/10.1016/j.jbusres.2019.04.042
Murugan T. and Richard, A. (2022). The Positive and Negative Aspects of Social Media. International Journal of Social Sciences: Current and Future Research Trends.(IJSSCFRT)9. 13(1, pp 95-103.
Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation: Study on consumers of Korea cosmetic product. International Journal of Research in Business and Social Science (2147- 4478), 11(5), 18–32. https://doi.org/10.20525/ijrbs.v11i5.1893. DOI: https://doi.org/10.20525/ijrbs.v11i5.1893
Nyagadza, B. (2020). Search engine marketing and social media marketing predictive trends. Journal of Digital Media & Policy.
Parsons, A. L., & Lepkowska-White, E. (2018). Social media marketing management: A conceptual framework. J. Internet Commerce. 17, 81–95. https://doi.org/10.1080/15332861.2018.1433910. DOI: https://doi.org/10.1080/15332861.2018.1433910
Pascalau, V. S. and Urziceanu, R. M. (2020). Traditional Marketing Versus Digital Marketing. Agora International Journal of Economical Sciences. AIJES. ISSN 2067-3310, E - ISSN 2067 – 7669, VOL. 14.
Sabahat, W. Shabbir, S. and Musavir, M. (2022), SMW FINAL DOC. | PDF | Popular Culture & Media Studies | Social Media. (n.d.). Retrieved from https://www.scribd.com/document/606981282/SMW-FINAL-DOC.
Shibani, D., & Jyoti. (2016). Digital Marketing: As an Opportunity or Problem in today Competitive Era. Retrieved from https://www.academia.edu/32444416/Digital_Marketing_As_an_Opportunity_or_Problem_in_today_Competitive_Era.
Siddiqui, S. & Sing, T. (2016). Social Media its Impact with Positive and Negative Aspects. Retrieved from International Journal of Computer Applications Technology and Research. 5(2) 71–75 DOI: https://doi.org/10.7753/IJCATR0502.1006
Sirola, A., Kaakinen, M., Savolainen, I., Paek, H.-J., Zych, I., and Oksanen, A. (2021). Online identities and social influence in social media gambling exposure: A four-country study on young people. Telematics Inform. 60:101582. https://doi.org/10.1016/j.tele.2021.101582. DOI: https://doi.org/10.1016/j.tele.2021.101582
Suman, C., Chaudhary, R. S., Saha, S., & Bhattacharyya, P. (2021). An attention based multi-modal gender identification system for social media users. Mult. Tools Appl. 1183. pp. 1–23. https://doi.org/10.1109/access.2021.3136552. DOI: https://doi.org/10.1109/ACCESS.2021.3136552
Tafesse, W., and Wien, A. (2018). Implementing social media marketing strategically: an empirical assessment. J. Marke. Manag. 34. 732–749. https://doi.org/10.1080/0267257.2018/x.1482365. DOI: https://doi.org/10.1080/0267257X.2018.1482365
Teens and social media use: What is the impact? Retrieved from https://www.mayoclinic.org/healthy-lifestyle/tween-and-teen-health/in-depth/teens-and-social-media-use/art-20474437.
Vinerean, A. O. (2015). A New Development in Online Marketing: Introducing Digital Inbound Marketing. Expert Journal of Marketing. 3 (1). 29-34.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Musammat Tahmina Khanom
This work is licensed under a Creative Commons Attribution 4.0 International License.
For all articles published in IJRBS, copyright is retained by the authors. Articles are licensed under an open access Creative Commons CC BY 4.0 license, meaning that anyone may download and read the paper for free. In addition, the article may be reused and quoted provided that the original published version is cited. These conditions allow for maximum use and exposure of the work, while ensuring that the authors receive proper credit.
