Literature Review Of Social Media

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chapter 3 – literature review 3.1 Chapter Introduction Social media began to alter traditional media expectations, and business to consumer interactions became much more immediate and personal (Merrill, 2011). This chapter has carried out an extensive literature review on the concept of social media, its dimensions, and advantages and disadvantages so that readers may get to understand the importance of social media. This is followed by discussion of use of social media marketing by companies all over the world. To analyze the effectiveness of social media, the researcher has used advertising theory given by Lavidge & Steiner, (1961) along with discussion of how social media is used by companies to…show more content…
For businesses it represents a marketing opportunity to transcend middleman and it also enable the companies to connect directly with their customers (Pegoraro et al 2010). This is the reason that nearly every company is using and exploring social media as a part of its marketing activities. Social media is among the best opportunities available to companies for connecting with prospective consumers. Social media is the medium to socialize with customers and this media has more intensity to win the trust of consumers by connecting with them at deeper level (Drury 2008). The most important reason for the use of social media is that a company wants to build awareness of its brand among the potential customers. Social media not only help in building brand image but it also helps the companies in establishing best practices in terms of development of framework for product and service improvements (Aichner and Jacob…show more content…
The phenomenon of social media has affected the lives of people in the society all over the world in such a way that with passage of time, use of social media in various dimensions has increased considerably (Trusov et al 2009). Kaplan and Haenlein (2010) in their studies on social media presence in today’s context showed that social media can be talked in two concepts consisting of Web 2.0 and user generated content. While Web 2.0 became popular in 2004 showing the way in which software developers and web users started using World Wide Web and where content is shared by the users in a collaborative manner. Examples of applications that belong to the Web 2.0 group are all the blogs, wikis and collaborative projects. Apart from Web 2.0 the use of term social media was popularized in 2005 to explain and summarize the variety of media content that has been created and is available to the people. The user generated content should be accessible to a definite group of people and it must be having some creativity. The benefit of social media is that it allows the users to share their experiences and other personal aspects with users who are supposed to have common interests (Wang and Yang
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