The Effectiveness Of Social Media In Modern Marketing Such As Tik-tok, Twitter, And Facebook
Acknowledgement
At first I am highly obliged and thankful to my professors and my university for providing me with a chance to research on such a unique topic. In addition to this I have my deepest gratitude towards my pears for supporting me continuously throughout this study. In addition to this I am also highly thankful to my family members for providing me motivation throughout the research.
Abstract
The introduction chapter contains an overview on effectiveness of marketing endeavours that takes place to handle the marketing management with social media. Marketing process helps to maintain the goal setting and develop a marketing strategy in maintaining the organizational structure the purpose of this study is to analyse the effectiveness of modern marketing processes with the taking place of new web media including Twitter, Facebook, TikTok and others.
Research methodology chapter plays important role in managing research phenomena that assist the authenticated research findings. Saunders’s research onion helps to maintain the research process and describes the multiple decisions with a selection of research picnic and tools. The secondary data collection method and qualitative data analysis provide proper order standing to maintain the structure of this research and evaluate the aspect of the modern marketing process with the utilisation of media including Facebook, Twitter, TikTok and others.
In fourth chapter, it has been analysed that the key effect of social media on modern marketing is that it helps with customer attraction and acquisition and also being cost effective for a firm. The new age marketing like losing control on content needs to be strategically reduce that would ensure that the organisation would have a competitive advantage in the market.
The fifth chapter provides a discussion of the research results to fulfil the aims and objectives of the study. It explains that new-wave media has become the primary method of marketing for contemporary organisations. Further, it explains that important challenges facing contemporary businesses in social media marketing include maintaining the privacy of individuals and adopting a high ethical standard.
Table of Contents
Chapter 2: Literature Review 9
2.2 Concept of modern or new marketing process in new social media platforms 11
2.3 Advantages or significance of modern marketing process and endeavours 12
2.7 Theoretical Perspectives 18
2.7.1 The consumer decision making process theory 18
Chapter 3: Research Methodology 21
3.8 Inclusion and Exclusion Criteria 24
3.11 Reliability and Validity 26
4.1.1 Secondary Thematic Analysis 28
List of Figures
Figure 1.1: Popular social media platforms use in the UK 7
Figure 2.1: Conceptual Framework 12
Figure 2.2: steps related to the process of influencer marketing 12
Figure 2.3: Digital marketing and product innovation in the global context 14
Figure 2.4: Social media strategies of marketing 17
Figure 2.6: Processes involved within market analysis 19
Figure 2.7: Consumer decision making theory 20
Figure 4.1: “Number of social media users worldwide from 2017 to 2027” 30
Figure 4.2: “Framework of key capabilities for social media use in the innovation process” 31
Figure 4.3: Importance of social media marketing in businesses 33
Figure 4.4: Different aspects of innovation management 35
Chapter 1: Introduction
1.0 Introduction
Marketing management refers to the operation and control of various marketing activities and the involvement in those activities includes marketing management professionals, managers, contractors, and more. This process helps to maintain the goal setting and develop a marketing strategy in maintaining the organisational structure that is needed to maintain the developing communication process. The purpose of this study is to analyse the effectiveness of modern marketing processes with the taking place of new web media including Twitter, Facebook, TikTok and Instagram. The study highlights modern marketing endeavours with the utilisation of social media that help to maintain the business marketing process significantly.
1.1 Research Background
This study has provided knowledge based on marketing process management and the situation of businesses in handling their marketing process with the utilisation of social media. Customers play a major role in maintaining their needs which helps to maintain marketing methods with the basis of online platforms. From a report, it is seen that “advertisement spending in the Social Media advertising market is projected to reach US$9.76bn in 2023” (Statista, 2023). Social media marketing applies the concept of targeted marketing and advertisement to create maximum brand awareness based on the target audience at a lower cost. This process also reduces overall operation cost and develops a profit margin that helps to manage ups and downs of business. In measuring the effectiveness of social media like Twitter, Facebook, Instagram, TikTok, it is needed to ensure market demand and trend-based analysis. On the other hand, traditional ways of marketing include tv, billboard differ from modern marketing as modern marketing is more trends and gets better customer attraction with their lifestyle maintenance. From another record, it is observed that in 2022, Facebook and Instagram emerged neck-to-neck as these are the most popular social media platforms which have respondent B2C markers utilisation of social media marketing include a share of 20.18% and 20.31% (Statista, 2023).
Figure 1.1: Popular social media platforms use in the UK
(Source: Statista, 2023)
In the context of different businesses including Zara, Tesco, and M&S business, it is possible to develop marketing methods with the utilisation of social media which ensures better customer reach and gets potential consumers to manage their business revenue earning process. Development of marketing processes helps to develop product image, brand awareness and reputation which help to maintain the overall customer base. As of 2022, “a rate of 70.7 per cent uses Facebook and Instagram with 56.4 per cent” (Statista, 2023). In these perspectives, attending the proper marketing endeavours include better customer-company bonding, improved brand image, development of a customer base and others that are possible to manage with the use of wave mediums.
1.2 Research Aim
This study aims to explore the effectiveness of modern marketing processes and new media waves to handle situations based on Facebook, Twitter and Tik Tok.
1.3 Research Objectives
- To understand concepts related to the modern marketing process in managing social media platforms.
- To analyse the effectiveness of advanced marketing processes with the utilisation of social media platforms attained through this method.
- To evaluate different factors related to modern marketing endeavours and their impact to manage new media sites like Twitter, Facebook, and TikTok.
- To address issues in managing modern marketing endeavours and its barriers to handling new age marketing from new media sites.
- To formulate strategies in developing modern marketing endeavours in developing new wave media.
1.4 Research Questions
- What are the concepts of modern marketing processing handling the social media marketing platform?
- What is the effectiveness of the modern marketing process along with the use of social media platforms to attend proper marketing methods?
- What are various factors based on modern marketing endeavours and their impact to maintain the marketing with Twitter, Facebook, and TikTok?
- What are the challenges faced by businesses to maintain their modern marketing process and a new age of marketing process management?
- What are Strategies for developing modern marketing processes with the use of new-wave media?
1.5 Research Rationale
The present study contains knowledge based on civil and business activities and their marketing process with the utilisation of new web media-based platforms such as Twitter, Facebook, TikTok and others. In this context, there are some issues to maintain digital marketing observed to maintain the marketing in the context of a big organisation that provides challenges to manage their activists (Rezek, 2022). Apart from this, small to medium business firms also face challenges to manage the social media marketing process as this business has no idea regarding the incorporation of this marketing method. For the food industry. the retail industry and others, utilisation of social media-based marketing can place direct and indirect impacts on the customer might as well as help to develop employee’s knowledge about customer requirements. Issues for improper still lack expertise, lack of technical infrastructure, lack of collaboration, different cultures based on different locations and others have noticed that provides major issues to maintain the benefits of this marketing context. From analysis of customer, it is seen that improper service quality and management of improper reviews provide challenges to manage their motivation and analysis about proper product for them. In the context of different sectors, the marketing processes can be deferred to conference issues to maintain the overall activities with sufficient knowledge that is needed to resolve (Indriani, 2022). This study has shed light on the incorporation of modern marketing processes with the utilisation of Facebook, Twitter, and others in handling business perspectives as well as sales development processes.
1.6 Research Scope
The present study provides knowledge of managing modern marketing aspects with the utilisation of different social media platforms that is more accurate to maintain the business strategy. The present research has scope in managing the strategies for marketing process management that lead to better productivity and sales performance within an organisation with handling potential customers from a market stop. The study also highlights the different social media and their performance based on different types of businesses to manage the overall profitability of businesses and manage their marketing context accurately.
1.7 Summary
The introduction chapter is essential within the research strategy that helps to provide first impressions related to research that establish the credibility of the letter outcome. Tough concerning interruption section and statement contain significant stress that is late in the marketing process and manages the background of research related to marketing strategy handling with the utilisation of social media platforms. Businesses commonly need to invest their money and time in managing marketing strategy that helps to maintain the business in a forward way and develop the customer base by getting potential customers. Issues in managing marketing aspects have been observed to provide slow updates of business data needed to mitigate.
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Chapter 2: Literature Review
2.0 Introduction
Marketing can be considered as a significant part for any structure of an organisation. This is because without proper techniques of marketing it is not possible in making proper communications with the potential customers. In this approach modern marketing is considered as ability in harnessing the capabilities of a business by providing an efficient customer experience. The current chapter keeps its focus in understanding the modern marketing methods which are “Tiktok”, “Facebook” and “Twitter”. These methods can be also considered as the methods that are upgrading itself with the emergence of various platforms of digital media. In addition to this, this chapter of literature review also includes the evaluation of the specific role and significance of modern marketing endeavours and processes. It also includes an analysis of specific challenges that impacts the process. Strategies are also evaluated that can be implemented in reducing the negative impact of challenges within the process of new or modern methods of marketing.
2.1 Conceptual Framework
THE EFFECTIVENESS OF MODERN MARKETING ENDEAVOURS TAKING PLACE ON NEW WAVE MEDIA MUCH AS TIK-TOK, TWITTER, AND FACEBOOK
Factors that are impacting overall process of new marketing method in new media sites like Face book, TikTok and Twitter
Strategies that can be implemented to mitigate the impact of challenges that are faced within this process of modern or new marketing methods
Advantages or significance of modern marketing process and endeavors
Challenges that can be encountered while conducting the process of new age marketing in new media sites
Concept of modern or new marketing process in new social media platforms
Figure 2.1: Conceptual Framework
(Source: Created by author)
2.2 Concept of modern or new marketing process in new social media platforms
In today’s modern world changes have been taking place in terms of communication. These changes have been rapidly impacted by the advancement of technology. As opined by Lotan, (2019), the new wave media can be considered as the beginning of these changes within human communications in this modernisation of the internet. This has been created for the way of communicating that includes the usage of social media that is further becoming a new lifestyle for the new generation. In this approach most of the people are communicating with the help of a media platform in which they are able to make a connection with different people.
Figure 2.2: steps related to the process of influencer marketing
(Source: Santiago and Castelo, 2020)
At present in this new age of modernisation most of the people are using different platforms for social media such as “YouTube”, “Facebook”, “Instagram”, “WhatsApp” and “tiktok”. However, these platforms of media within the modern age have been assisting in gaining scope by a lot of people that led them to turn out as influencers. Therefore, as an influencer they have been able to make wide influence among the population by spreading of efficient and relevant information. As opined by Weismueller et al. (2020), influencer marketing can be considered as a specific type of social media marketing strategy that uses product and endorsements mentioned from influencers. These influencers are considered as individuals that include a dedicated social media following and are also viewed as specialists within their ideal position.
By the help of the new age social media platform people are also provided with the wide scope to talk directly for any issue. This includes explanation of the issue through their words or any other actions. In this approach as opined by Lee and Lee, (2020), the new age social media platforms are considered as an active place that is highly suitable for using as a marketing approach. Apart from the influencers in contrast to this aspect the big organisations while using the new social media platform are taking assistants of the influencers and are also implementing strategies of influenza marketing. As opined by, Campbell and Farrell, (2020), an impression can be considered as someone who posts within social media due to an exchange for compensation. These influencers can post within any social media platform all though Facebook and Instagram are considered as the two most popular approaches. Campbell and Farrell, (2020) also stated that there are various organisations present within the industry that compensate these influences either with free products or money or with trips or other services. These advertisements further appear in the digital platforms and typically mix within the environment by matching with the content.
2.3 Advantages or significance of modern marketing process and endeavours
Potential customers are efficiently impacted by the process of marketing as organisations are able to make a direct communication with their target customer based on the help of this specific process. As opined by Krishen et al. (2021), as the new process of marketing has emerged it has started to include the methods of digital marketing. In this approach the new methods of marketing includes the strategy of social media marketing such as twitter or Facebook. However, as opined by Gaffar et al. (2022), Facebook has been considered as one of the largest platforms that have been helping various organisations in increasing their customer base as one of the significant marketing endeavours. As one of the significant marketing endeavours an increased customer base has been achieved with new methods of marketing as Facebook consist of 2.98 billion monthly active users roughly (SATISTA, 2023). These users can be further communicated with the help of social media platforms there by turning them into potential customers by an organisation.
Figure 2.3: Digital marketing and product innovation in the global context
(Source: Varadarajan et al. 2022)
The concepts of modern marketing used by a business includes organisations to understand that the success is being measured based on the ability in finding out what consumers in the future requires or wants. These consumers are further provided with services that can satisfy their needs. In this approach, modern or digital marketing includes accomplishment of the task as a motivation within the specific decisions of marketing. As opined by Varadarajan et al. (2022), technologies that are emerging and are digital in nature have been reducing the challenges to the flow of information directly from an organisation to its potential customers. In this approach the emerging digital technologies are considered as a significant way in creating direct communication within an “influencer mediated model of communication”. This also keeps an inclusion of making the customers happy as an ultimate objective.
In the concept of modern marketing consumers are benefited along with businesses that serve them. Operations by business can be evaluated on a wide scale in determining if different systems and departments such as marketing and sales are collaborating effectively. Apart from this modern marketing methods are increasingly significant. One such significance of modern marketing includes increased opportunities of employment (George and George, 2020). In this aspect as there is a growth within a business the customers are provided with satisfying products and services for which an organisation can include hiding more employees. This is to make accommodations for the operations that are expanding.
Modern marketing approaches also assist in increasing the production quality. By the help of social media marketing strategies organisations can know the specific requirements of consumers. This in turn allows a business to produce services and products in the process of production for meeting customer expectations thus increasing product quality. As opined by Budianto, (2019), “modern market employees’ ‘, in organisational operations are required to serve the needs of customers properly and satisfactorily. This is in accordance with the expectations of the customers.
Apart from Facebook, Twitter is considered as another significant modern marketing platform by most of the organisation. Both Facebook and Twitter help business organisations in enhancing their brand image. Enhancement of brand image can be considered as another form of modern marketing endeavour. As opined by Tsabitah and Anggraeni, (2021), enhancement of brand image or brand awareness can help in stimulating the intention of purchase among customers. In this aspect a higher personality of brand value can make a higher intention of purchase by customers.
The ads within Facebook include features offering a much higher flexibility in creation of different types of ads. As the ads of Facebook are also shown in Instagram a business organisation can have a much higher flexibility and range in creating those ads that can reflect its brand image. As opined by Hartanto et al. (2022), Facebook includes various benefits of advertising. In this approach, advertising benefits of Facebook can be considered as an efficient way in driving traffic from the users who are active (Makrides et al. 2020). In addition to this, Facebook provides a highly customisable audience. In this approach it means that a business can reach its customer audience based on their location, age, interest, hobbies etc. This further makes reaching the potential buyers in an easier method by various business organisations.
The new methods of marketing can help in the prevention of product waste. In this aspect when an organisation knows the exact resources required for a specific product it can reduce the chances in reducing something that can be underutilised (Rejeb et al. 2021). This can in turn help in the reduction of waste of resources and time. In addition to this modern method of marketing can help in the encouragement of creativity within the design of a product. In this approach creativity and innovation requires specific factors driven by market research within organisations.
There are other benefits of social media marketing as it can help in building the brand of an organisation and drive the traffic within a website thereby increasing sales. In this approach, engagement of the audience takes place within social media by the response to the post by organisations (Kent and Li, 2020). Adhere to this social media provides customers and brands a chance to express their motives. This includes engagement with the followers within social media that can show that a specific organisation cares about the needs of the customers through interactions that are personalised.
Customer service can be promoted with the help of modern marketing methods via social media marketing approaches. This requires organisations to guide the customers appropriately by solving their queries. The customers on the other hand expect they are choosing brands to be increasingly available within social media to answer their questions and queries. Social media marketing strategy as a modern marketing method impacts rates of conversion and sales (Vieira et al. 2019). Therefore, as a new modern marketing method the marketing of the brand or a specific product by social media can create a positive impact on conversion and sales.
2.4 Factors that are impacting overall process of new marketing method in new media sites like Facebook, TikTok and Twitter
There are various factors that impact social media marketing in which it further serves as efficient factors in the accomplishment of business goals. One such significant factor that impacts the overall process of the new marketing method which is social media marketing is strategy. This is because development of an efficient strategy of social media marketing is necessary as it involves analysis of business tools and setting of market objectives (Cartwright et al. 2021). This further keeps an inclusion of choosing the correct social media platform as per the demographics of target audiences. In addition to this it includes creating an appropriate content mix that can align with the potential consumers that can be engaged with.
Figure 2.4: Social media strategies of marketing
(Source: Influenced by Wiley et al. 2022)
Publishing can be considered another significant factor that impacts the overall process of new methods of social marketing in various sites like Twitter, Facebook or tiktok (Wiley et al. 2022). In this approach once the right strategy of content is formed it becomes the time to publish the post and further share them with the target audiences. It can include images, videos or blog posts as a loyal customer base can be formed if an organisation uses the strategy to post continuously and consistently.
Analytics is considered another significant factor that impacts strategies of social media marketing. Organisations for enhancing this modern marketing method use good tools of analytics that can help in the identification of posts with the highest engagement of audiences (Barbosa et al. 2022). This in turn assists in measuring the rate of success and further helps organisations in making informed decisions. In addition to this, analytics helps in analysis of data there by optimising results (El-Hasnony et al. 2020). This intern helps in making any changes that are necessary in maximising the results of a specific campaign within an organisation.
2.5 Challenges that can be encountered while conducting the process of new age marketing in new media sites
Enhancement of brand image takes place within organisations by the use of new methods of marketing with new age media platforms (Dash et al. 2021). It also helps business organisations to achieve a much better base of customers and target audiences. Apart from all the marketing endeavours there are various challenges within the marketing methods by digital platforms. One such significant challenge includes lack of knowledge associated with using current platforms for social media like Instagram, Facebook or Twitter. In this aspect, the insufficient knowledge among employees within various organisations can create issues as due to lack of relevant information for which the companies cannot operate marketing with the help of this platform (Chang et al. 2020). In addition to this, lack of marketing can further create challenges with organisations as it cannot achieve its species based on customers.
Another significant challenge of modern marketing methods includes lack of proper financial resources in recruiting professional employees and ITs for handling all the work that are related with the approach of new marketing methods. In this aspect lack of financial resources can reduce the scope of a company in improving their customer base (Pu et al. 2021). This is because the company is not able to conduct its operation that includes their marketing actions within the methods of social media marketing. For this specific strategies are required to be implemented within an organisation so that it can overcome this challenge successfully.
Complying with data sharing and privacy regulations can create another significant challenge within the endeavours of modern methods of marketing. This is because digital marketers are continuously facing the evolving regulations of privacy and third party cookies (Schmidt et al. 2020). Organisations continuing to attract more visitors with the help of digital marketing strategies in the global contacts to the website are required to make sure that they can remain compliant with the legal rules and regulations. This is while covering a specific population within any developed country that an organisation is trying to target.
2.6 Strategies that can be implemented to mitigate the impact of challenges that are faced within this process of modern or new marketing methods
Figure 2.6: Processes involved within market analysis
(Source: Inspired by Tarsakoo and Charoensukmongkol, 2020)
Evaluating the specific challenges significant strategies are required to be implemented by Business organisations so that the encounter issues can be mitigated. In this approach organisation performances can be upgraded due to mitigation of the issues that can further lead to the establishment of a much higher and efficient customer base. Thus, one such significant strategy can include incorporation of a process that includes market analysis in gaining appropriate knowledge regarding the trends of the market and using of the sites within social media (Tarsakoo and Charoensukmongkol, 2020). This can further help increase organisational performances. However, gaining knowledge that is related to marketing is not only the specific strategy. For this, employees are required to be provided with appropriate training so that they can use the latest techniques of marketing accurately (Sima et al. 2020). In spite of carrying the knowledge sometimes employees can lack technicalities regarding the overall process of marketing that further gets hampered.
Another significant strategy includes imposing proper financial planning that can help in creation of budget implementation of digital marketing strategies. This is because challenges are created due to lack of sufficient resources that are financial within an organisation creating issues in budget (Kruse et al. 2019). However, implementation of a specific strategy in establishing proper financial planning and creation of budget can provide an efficient development of ideas regarding the amount of investment that is required to be conducted in the new process of marketing. In addition to this proper sourcing and saving of materials within an organisation within the financial plan are required.
2.7 Theoretical Perspectives
2.7.1 The consumer decision making process theory
Figure 2.7: Consumer decision making theory
(Source: Inspired by Qazzafi, 2019)
The process of consumer decision making specifically involves five different steps (Qazzafi, 2019). As opined by Ardiansyah and Sarwoko, (2020), consumer decision making process can be considered as a process by which consumers analyse or evaluate the purchasing decision. The specific five steps within the consumer decision making process includes recognition of the problem, searching for information, evaluation of alternatives, decision of purchasing and evaluation of post purchase.
The consumers as per the decision making process includes the options of researching by analysing external and internal factors. In this aspect the specific role of a brand is to provide the potential consumers and access to the relevant information with hopes in which they can decide in purchasing the service or product (Kurdi et al. 2022). In addition to this the alternatives evaluation within the decision making process of consumers includes the buyers to develop a specific criteria in which they want to buy a product.
As per theory of consumer decision making an organisation at first requires in recognising the challenges that a customer is facing. Based on these challenges the required information needs to be researched so that alternatives can be formed in mitigating the issues of customers. Using the principles of consumer decision making theory an organisation can understand the issues of customers efficiently by further using techniques of marketing (Lim, 2020). In addition to this an organisation can come up with sufficient approaches in minimising the challenges.
2.8 Gap in Literature
The literature gathered within the study has been mentioning the relevance of modern marketing methodologies taking place within the new wave of media such as Facebook, Twitter etc. However, this literature has not included a discussion regarding the specific factors that can be incorporated within the management of strategies for modern marketing. Furthermore, there is a lack of incorporation related to real world examples in the study. In addition to this literature has been also going through a lack of critical discussions regarding the relationships between modern marketing endeavours.
2.9 Summary
The process of marketing includes investment from organisations in the development of specific strategies that can help in incorporation of relevant information to its potential and targeted audiences. The current chapter has been focusing on analysing the specific factors of new wave media platforms that are specifically used for organisations to create a direct connection with the target audience thereby improving their customer base. In addition to this, specific challenges have been discussed for which implementations of specific strategies that can be formed are also analysed in the study. Furthermore, discussion regarding consumer decision making theory has been included in this chapter by which organisations can recognise the issues encountered by customers. This can help in implementing different marketing techniques as alternatives in minimising customer issues.
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Chapter 3: Research Methodology
3.0 Introduction
“Research methodology is an important section in managing research phenomena that assist the authenticated research finding”. It is methodology referred to proper approach implementation in retrieving data from the collected sources that help to satisfy the research context based on marketing process management with the utilisation of media web-based marketing. In this perspective, Saunders’s research onion helps to maintain the research process and describes the multiple decisions with a selection of research picnic and tools. Based on the implementation, this research provides knowledge related to issues faced by different businesses in maintaining their modern marketing contest with the utilisation of media wave-based marketing.
3.1 Research Philosophy
Research philosophy is necessary throughout the research to develop the beliefs of research with a particular type of handling. Research philosophy is also used by the research managing logistics operation and method utilisation which generate real-level ideas regarding data getting and analysing. As inspired by Baldwin et al. (2022), types of philosophy include “interpretivism, positivism, realism and pragmatism”. In the present research, “the researcher has taken an interpretivism research philosophy that is suitable for this scenario” and capable of getting accurate information related to the effectiveness of marketing endeavours on new wave media.
Considering interpretivism philosophy was useful to validate data based on human experiences in a constructive manner. As influenced by Basu and Maciejewski (2019), this method is also appropriate in targeting and compiling the research method based on a logistic operation that is effective to maintain this present research. Apart from this, the researcher has not used any other method as the researcher needed to collect qualitative information in analysing the marketing effectiveness of all new wave media that is possible with the utilisation of the selected philosophy. This method also helps to maintain unbiased facts that ensure the research context significantly.
3.2 Research Approach
The research approach is a technique that aids to develop the research planning with effective implementation of data collection methods as per research need. As inspired by Henninket al. (2020), this approach is necessary for developing and planning the research with managing Consistency and handling the overall research effectiveness. Two types of approach include the deductive approach and the inductive approach. In the present research, “the deductive research approach has been selected by the researcher” that draws effective conclusions regarding the marketing effectiveness with the utilisation of online platform-based marketing. The deductive approach also helps to ensure the data collection process is based on qualitative information which gathers specific knowledge related to the issues that different businesses have faced to maintain their marketing context. The selected research approach contains an opportunity to explain the variables and concepts related to one another cause and effect. It also helps to maintain the measuring ideas and concepts to maintain the research finding to border contexts of the research related to the effectiveness of marketing and business activities in managing their marketing perspective.
3.3 Research Strategy
Along with pinpointing the research question, research strategies are needed to maintain that is effective to handle the direction of research. Research strategy types include “experimental research strategy”, “action research strategy”, “case study research”, “grounded theory”, “archival research” and “ethnography”. The archival research strategy has been chosen to gather data based on research issues. As inspired by Clark and Causer (2020), this method provides knowledge based on the issues related to marketing effectiveness and social media platform-based marketing maintenance challenges within different businesses in the UK. On the other hand, this research also focused on the specific topic and deduced other topics that are not included in this field which are possible to maintain with the utilisation of archival strategies. This method also provides knowledge about the present conditions of workers in maintaining their marketing context for different businesses and negative impacts which provide challenges to manage the modern marketing management process.
3.4 Research Choice
“Research choice within a research study helps to manage proper strategy in performing data gathering processes to handle proposed research strategy”. Types include “mono method”, “mixed method” and “multi-method” in research choice to maintain research study (Hofmann, 2022). The present researcher has chosen a mono-method-based qualitative data collection process that is based on a non-numeric resource-gathering process. This qualitative secondary data collection process helps to get information from non-numeric resources based on the marketing effectiveness to handle new web-based marketing. In collecting secondary qualitative data for the case of TikTok, Facebook, Instagram, and Twitter has been seen, which helps to ensure different business activity to manage their marketing process along with digital marketing. On the other hand, this digital marketing platform provides different types of customers and their motivation, which also ensures different types of information related to customer purchasing process handling that are a;so needed to be considered.
3.5 Time Horizon
(Referred to appendix A)
3.6 Data Collection
The data collection method is important to accumulate data from relevant sources in interpreting research questions and the problem based on a research topic. In this method, it is near to emphasis on representation of respective or statistical information based on research requirements. As per the views of Busetto et al. (2020), “interpretation of the research quality and management of proper findings are required to implement suitable data collection methods that can be categorised into two parts including the primary data collection method and the secondary data collection method”. “Primary data helps to accumulate data from fast hands information sources such as interviews, surveys, and other analytical processes”. However, secondary data collection methods include the assembly of supplementary data that has been used in specialised fields such as news, articles, books, and others. The researcher has taken a secondary data collection method that is effective to get supporting information related to issues that are faced by marketing process maintenance in the UK by different businesses.
Selection of these present methods provides authentic data based on the investigation process regarding organisational activity and marketing performance for different businesses in the UK. On the other hand, this method implements fixed stand-specific explanations related to research areas that help to manage the concentration and accommodation technique maintenance to get the information more accurately. As discussed by Chandra and Shang (2019), the researcher also uses some authentic website searches as official websites of organisations or government websites that provide help to get authentic data related to different business and marketing trends in the UK.
3.7 Sample
In gathering data, sample collection is necessary that the researcher has managed with gathering four organisation data including Twitter, Tiktok, Instagram and Facebook. These four organisations help different businesses to manage online marketing processes to get better customer satisfaction which ensures better data related to digital marketing process handling. In handling the data collection process, researchers have included Newspaper articles, Videos, Website, Companies reports, and Applications. As inspired by Saunders et al. (2019), the researcher also includes search techniques with the utilisation of different towns that help to maintain this research process and get more authentic data during the data collection process handling.
3.8 Inclusion and Exclusion Criteria
The researcher has used a secondary qualitative data collection method that is needed to maintain handling the validated data and business performance-based analysis. As inspired by Hornberger and Rangu (2020), in the present research, inclusion criteria have been included by the researcher that the researcher has selected information that was published after 2018. Apart from this, information that has been undertaken by the researcher is freely accessible and has a full PDF format instead of getting information from any payment and subscription which might raise questions related to credibility later based on 4 online platform inclusion such as Twitter, Facebook, .
Based on the inclusion criteria, the researcher also undertakes information that has been used by other researchers to maintain this research’s authenticity. As inspired by Kent (2020), for exclusion criteria the researcher has not used any article or journal published before the year 2018 which might have provided issues to manage data authenticity. On the other hand, “any articles and journals required payment and subscription oriented, those were rejected in the current research process as per requirements of ethical guidelines”. In addition, the researcher also rejected journal and articles-based data that are based on doctoral dissertations.
3.9 Data Analysis
Data analysis is an integral part to analyse the corrected information and interpret that data to get desired output based on a particular research context. As per the views of Patel and Green (2020), this present study contains knowledge based on the effectiveness of modern marketing one new web media that are needed to maintain with analysing information that the researcher has collected. The researcher has taken a qualitative data analysis process in evaluating secondary qualitative information and explored data based on issues faced by different organisations in the UK in managing their marketing context. The thematic data analysis method has been selected that is effective to analyse secondary information related to effectiveness of the online marketing process. On the other hand, this method aims to manage the interlink between research objectives and postulated research questions with the research finding to evaluate the data to get the desired result. As per the opinions of Ruggiano and Perry (2019), selection of this data analysis method is justified as it helps to maintain the link between literature review and findings to get proper information and manage the outcomes based on effective marketing strategy with utilisation of digital media and social media platforms.
Cross-comparison
|
|
Branding |
Advertising |
Promotion |
|
Tiktok |
Moderate brading |
It has unique type of advertisement opportunities |
Focus on creating engaging content |
|
|
Moderate brading |
SEO based advertising |
Promotion based on customer needs |
|
|
High Branding |
High flexibility |
Focus on creating engaging content |
|
|
High branding |
Innovative way of advertisement |
Promotion of high brand |
3.10 Ethical Consideration
Ethical consideration consists of legal guidance and protocols to maintain and conduct a research process with handling research design and practices. The researcher has maintained all the principles based on regulatory protocol regarding confidentiality management, anonymity, result communication and others. “Data Protection Act 2018 (c.12)” has been considered to develop the data security of the present research with developing authentication. On the other hand, the research has taken the “Copyright Designs and patents act 1988 (c.48)” to eliminate any legal issues related to copyright and others. Adhering to UK regulations has been implemented by the scholar to assist legitimate and true perspectives and reduce issues related to data breaches. apart from this all the guidelines that the university has maintained in this Start d in delivering the walk without plagiarism.
3.11 Reliability and Validity
“Reliability and validity are based on two concepts that are used to handle research quality and maintain the overall research activity”. As inspired by Walter and Ophir (2019), the term reliability manages consistency measurement within a research interpretation and analysis of information. On the other hand, validity refers to accuracy in research to maintain the research context and handle the qualitative data collection process. It also helps to maintain the behaviour of intended functionalities and maintain the research context as per researcher requirements. The researcher has taken officially published data to maintain the reliability of this research based on four organisations including Twitter, Instagram, Facebook and Tiktok. Apart from this, it contains potential stability to measure the data interpretation process and handle the legal aspects to manage research consistency over time. As per the words of Surucu and MASLAKÇI (2020), this research is based on the effectiveness of modern marketing and the reliability has been used to manage the organisational structure related to online media best marketing process management. Furthermore, different business perspectives provide proper validity to maintain the research findings.
3.12 Summary
From this chapter, it can be concluded that Saunders’s research onion stages use help to develop the research finding and validate the overall conclusion of this research. Along with the selection of research onion, “Interpretivism research philosophy, deductive research approach, achievers’ strategy and mono method-based secondary data collection method has been used to maintain the research paradigms”. On the other hand, the secondary data collection method and qualitative data analysis provide proper order standing to maintain the structure of this research and evaluate the aspect of the modern marketing process with the utilisation of media including Facebook, Twitter, TikTok and others. Apart from this, this research also maintains the inclusion-exclusion factor and ethical aspect to maintain the research authenticity and reduce the issues related to edit data breaches or credibility to maintain research findings.
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Chapter 4: Findings
4.0 Introduction
This chapter helps interpret the collected information in the research to better analyse the imposition based on the research variable. The independent variable in the social media influence and dependent variable is effectiveness in modern marketing. In this chapter, to better analyse the research study thematic analysis has been conducted using 10 journal articles. These articles are used to compare and contrast from the existing research to better understand the relationship between these research variables. This chapter is to analyse the key finding in identification of the effect of social media on modern marketing and how it has impacted the consumer potential for purchasing a product or service.
4.1 Data Analysis
4.1.1 Secondary Thematic Analysis
Theme 1: Wide customer base, improved brand image and awareness helps new marketing process using social media platforms
Figure 4.1: “Number of social media users worldwide from 2017 to 2027”
(Source: STATISTA, 2023)
Increased use of internet along with accessibility to social media platforms has assisted in increasing overall interconnectivity and interaction opportunities for millions of people around the world. As of 2021, over 4.26 billion people have been using social media platforms that would be increased by 6 billion by 2027 (STATISTA, 2023). This enormous number of users has assisted businesses to focus on developing effective approaches of social media marketing including influencer marketing for improvement of marketing activities. This platform assists in improvement of organisational abilities to improve brand image, better customer relationship management and quality service providing abilities has assisted in improvement of organisational abilities for using this new age marketing tactics.
UK government published a social media playbook for managing organisation’s using its social media activities and has developed principles such as “social listening, community management, accessible content management and managing social events”. In the UK, approximately 44 million, 14 million and 24 million people use Facebook, Twitter and Instagram (GOV, 2023). Additionally, over 95% of population around the world used YouTube. This has indicated that increasing concentration of potential audience and buyers from social media platforms has assisted businesses to enhance their abilities in attracting a wide range of customers. This process of actively participating in social media marketing abilities has essentially improved organisational abilities to enhance their marketing effectiveness while using their social media platforms.
Use of social media marketing activities while using “Facebook, Instagram, Twitter and YouTube” has assisted businesses to communicate relevant information to customers including value proposition. As narrated by Cheung et al. (2019), incorporation of effective social media channels has assisted businesses to increase brand awareness as well as image. This assisted in improvement of organisational abilities in management of effective customer relationship development opportunities along with an engaged social media brand community. It also improves organisational related knowledge among customer assists in gaining a wide range of customer attraction to organisational development abilities in future.
Theme 2: Improved organisation equity management, brand attraction and innovation opportunities help businesses to use social modern marketing process
Figure 4.2: “Framework of key capabilities for social media use in the innovation process”
(Source: Muningeret al. 2019)
Business using advanced technologies for organisational capability improvement while including it in the processes of product or service idea generation, user sponsorship and launch management activities become simplified. As per the views of (Muningeret al. 2019, p. 117), “benefits sought by firms when they use social media in the different stages of their innovation processes and the organisational capabilities they need to achieve effective uses of this tool”. Organisations developing the above mentioned framework according to their external and internal resource management activities would be benefited by following greater approaches of innovation management. Further, application social media strategies would be beneficial for successful development of innovation management while improving social community on online platforms.
COVID-19 lockdown has extensively assisted in increasing importance of utilisation of social media marketing strategies for improvement of brand image and equity management. As per the study by Mason et al. (2021), incorporation of social media platforms has assisted businesses to analyse “demographics, lifestyles, benefits sought” related self reportedinformation on customers. This has assisted businesses to identify customer purchasing behaviour along with understanding their personal needs and requirements. Businesses developing strategic social media strategies would be beneficial for improvement of brand visibility to targeted customer base improving sales opportunities.
Major companies around the world have been using social media marketing activities to improve their business exposure to a wide range of customers. For example, businesses such as Adobe have used social media marketing activities to improve website traffic, generate more leads as well as improvement of company’s sales management opportunities. Adobe has identified “company alignment with their own personal values was 74% more important to consumers in 2022 than the previous year” (BUSINESS ADOBE, 2022). This including businesses showcasing their personal and business development values along with inclusion of activism, philanthropic causes and corporate social responsibility has assisted in increasing brand value by showcasing it in social media.
Organisations include new “digital media initiatives’ ‘have assisted businesses to enhance their effectiveness in improvement or organisational abilities in performance management abilities. For instance, M&S developing social media campaigns such as “MUST-HAVES” has attracted customers by purchasing a special product range of “satin blouse to checked blazer” (CORPORATE MARKSANDSPENCER, 2023). Using social media platforms such as YouTube, Instagram, Twitter and Facebook has assisted in improvement of customer attraction towards gaining customer attention to M&S. This has assisted this organisation in improvement of marketing abilities for businesses to improve customer attraction and sales opportunities along with improvement of brand positioning in highly competitive retailing industry.
Theme 3: Better cost management, customer attraction has impacted businesses process to use new marketing method in new media sites like Instagram, Facebook, TikTok and Twitter
Figure 4.3: Importance of social media marketing in businesses
(Source: Chatterjee and Kar, 2020)
Social media platforms helping businesses to develop a secured web development strategy including communication management, information sharing and collaboration management has assisted in improving acceptance of social media as new marketing methods. As poised by Chatterjee and Kar (2020, p. 8), “Cost (COS) has an effective and significant influence on the SMEs to adopt SMM for benefits of businesses of SMEs”. This has essentially assisted businesses to include effective approaches of resource management and utilisation activities for improvement of organisational approaches for marketing improvement. Further, organisational abilities in development of effective customer relationship management have assisted businesses to decrease challenges related to marketing effectiveness management with new social media marketing techniques.
Social media platforms including strategic approaches of developing customer attraction techniques have assisted businesses to improve their effectiveness in attracting customers. For instance, Instagram including story features along with posting of short videos become successful as an effective advertisement campaign (Belancheet al. 2019). Other social media platforms such as Facebook, TikTok and Twitter also following similar approaches of providing entertaining and information short video constants have assisted businesses to improve organisational abilities. This has essentially improved small and medium sized businesses to experience extensive development opportunities while using social media platforms for improvement of organisational practices overall.
Great popularity of social media platforms, especially TikTok has assisted businesses to enhance their abilities in managing entertainment, information sharing along with a short time space of videos. Businesses also using TikTok have benefited from a wide range of customer attraction management. For example, Duolingo, a language learning platform has focused on using TikTok for sharing information content to its targeted customer base, It was identified that Duolingo “being authentic, fun and exploring the TikTok audience’s repertoire in a creative way was a successful strategy and contributed significantly” (TIKTOK, 2023). It has assisted this organisation to enhance their abilities in attracting a wide range of customer base while decreasing issues related to digital marketing strategy abilities for reaching out to million customers.
Theme 4: Intellectual property rights, IT and privacy concerns are challenges conducting process of new age marketing in new media sites
Social media marketing taking control over overall content sharing activities has created serious challenges in information authenticity management activities. Different social media platforms using various techniques for consumer data monitoring activities have created challenges for managing technological management activities using social media (ASSETS PUBLISHING SERVICE GOV, 2023). This has evaluated that government data, Google analytics and searching activities has used different bottom-up insights techniques for improvement of understanding on customer information. Further, this process of increasing complexity for tracking management challenges has developed a complicated administrative system in identification and management of information for operational improvement activities.
Extensive reliability on social media platforms has increased challenges for facing serious economic harm to customers. It was evaluated on the “impact of social media on producers’ reputations, and identified the characteristics of infringement, such as how certain social media channels are used over others and how particular sectors or goods are targeted” (ASSETS PUBLISHING SERVICE GOV, 2023). This activity, also facing challenges related to pirate and fraud challenges in economic and operational management activities, has essentially increased issues related to genuine product development activities. It also includes challenges of ineffective and in-genuine product purchasing that would have a negative impact in facing challenges of using social media for creating serious economic development opportunities.
Figure 4.4: Different aspects of innovation management
(Source: Bhimani et al. 2019)
Social media marketing channels creating serious issues related to abstract and wrong information management activities has led businesses to make unnecessary strategies to manage their operational effectiveness. Innovation plays an important role in management of organisational abilities for improvement of organisational operational effectiveness. However, insufficient management of information in social media along with changing market trends has created serious issues in business innovation management (Bhimani et al. 2019). Lack of organisational abilities in identification of changing customer and market behaviour has significantly created issues for social media management abilities in innovation and operation management.
Technical barriers while increasing issues of intellectual property rights, IT and privacy concerns have increased issues for businesses to use social media for innovation management. In the views of Bhimani et al. (2019), gap in practical understanding on “adoption/launch and impact stages of innovation and exploration of company-built SM, company-licensed SM and innovation intermediaries” in businesses . This has increased challenges for businesses to create serious challenges in social media management for innovation and operation management abilities in businesses.
Theme 5: Recommending potential strategies that can help to minimise impact of challenges that are faced in this process of new marketing methods
The challenges faced in case of new marketing methods consist of losing control of content sharing activities, technology management and extensive reliability in the social media. As stated by Narang et al. (2022), strategy for reducing control over content in the social media is to have a shared idea session with the team members to ensure that the stronger effect is from their content. This strategy is indicative of content sharing in a learning environment that shows that an engagement with the learner is likely to have a better impact of content on an individual. However, Vieira et al. (2019), has observed the content of the paid or owned digital inbound and media platform plays a huge amount of impact on a consumer. For ensuring, the content sharing activity stays in control is to ensure that the consumer is affected by it through a media platform that is owned by the user. It indicates that the B2B customer acquisition is likely to be enhanced with the emerging market and it also increases the marketing for an e-commerce product.
The digital communication components for minimising the losing control over content is using paid media, owned media and digital inbound marketing. Based on the study by Vieira et al. (2019), digital inbound marketing helps reflect on a marketing strategy in which the potential consumers are attracted to a firm’s website voluntarily. This is based on investing in a third party agency for ensuring that consumers are affected by the social media platform and blogs of these third-parties and become part of the digital inbound marketing of an organisation. Another issue that is faced in case of social media use in the new marketing method consists of the technology management in an organisation. In contrast, Li et al. (2021), has stated that updating the CRM system implementation is likely to enhance the marketing efficiency with technology advancement. CRM strategy is likely to help with the social commerce strategy and social content strategy for a firm. Li et al. (2021) has stated that the SMMS “Social media marketing strategy” helps with the marketing strategy and management of technology with its components like “driver, input, throughput and outputs”. This would help with modern marketing as it is likely to ensure that the social interaction action with the social network would influence the consumer division. Therefore to handle the technology in the social media influence in the marketing the use of the SMMS is likely to intensify the social interaction and connection pattern.
There is an issue with the reliability of social media platforms that consumers do not trust enough to purchase a product. These reliability issues are likely to be reduced if organisational culture and promoting content on owned media creates better reliability for consumers (Vieira et al. 2019). Therefore, in modern marketing these strategies are likely to provide a competitive advantage to a firm in a market with better privacy protection and protecting content in social media platforms.
4.2 Key Findings
It has been found from Theme 1, that a wide customer base is likely to be beneficial for the brand image and it would create an awareness that is likely to help the new marketing process in social media platforms. It has been evaluated that the accessibility of social media platforms has assisted the customer with interconnectivity opportunities for organisations. Enormous number of users has been evaluated to be using social media in the world that could be potential consumers for a firm and enhancing social media creates better awareness for a product or service in the market. The platforms like Instagram, Twitter, Youtube and Facebook have a huge number of users in the world and hence communication with the customer is easier through this platform.
In this research study, it has been evaluated that the increased brand awareness is highly influential with the use of social media channels. As stated by Cheung et al. (2019), effective use of “Instagram, Twitter, Youtube and Facebook” creates opportunity for better brand engagement for a firm with its consumers. Improvement of organisation image and brand value is highly affected with the use of social media marketing.
From Theme 2, it has been evaluated that the brand attraction, innovation and equity management of an organisation creates opportunity and it is achieved with the use of modern marketing processes. Advance technology that is used by an organisation is likely to help ist business with idea generation, launching marketing campaigns and finding sponsors. It has been evaluated in the research study that use of social media enhances the opportunity of an organisation with better innovation management and marketing of a product and service in the market. According to Muninger et al. (2019), “the framework for a key capability for social media use in the innovation process” has a flexible process and structure for supporting a digital infrastructure. This indicates that the management needs to analyse its networking, knowledge and collaboration management that would create an effective use of social media for successful utilisation of social media marketing. It has been found that the social media platform is used by organisations to illustrate their activism, CSR and philanthropy causes to increase its brand value in the market using social media platforms.
From Theme 3, it has been found that the social media market is a better cost management with respect to customer attraction and acquisition by using platforms like Instagram, Tik Tok, Facebook and Twitter. Social media platform helps firms to develop a secure web development for communication and information sharing to its potential customers and it is improving brand value while being cost effective. Social media users have increased over the years and it has been analysed that the use of instagram, Tik Tok, Facebook and Twitter attracts consumers. As per the view of Belanche et al. (2019), short videos and advertisements cost less and are effective marketing campaigns. Since it successfully reaches the potential consumers based on an algorithm that indicates that they might need that product or service based on their search history.
The organisation enhances their ability to attract a wider range of consumers by showing them that they are interested in a product based on their search history, shopping patterns and other information available. Tik Tok and Instagram have a large popularity that makes it a reliable platform for marketing as sharing information is easier and cost effective and reaches a large number of customer base.
Based on Theme 4, it has been evaluated that there are many challenges faced in the use of the new age marketing based on the media sites. It has been found that the challenges faced in using social media premonition consists of losing control on content sharing that reduces authenticity of a management activity. There was another challenge faced in adapting to social media marketing that is extensive reliability on this platform that creates economic harm to consumers. Extensive regulation has been observed to have an impact on producer reputation, and characteristic infringement. These challenges are found to be often having a negative impact on economic development opportunities. It has been found that the technology barrier has an increasing issue with privacy, and technology advancement.
From Theme 5, it has been found that the content sharing activity stays in control with the use of owned media or paid media strategies that are essential for handling the challenges. Based on this study it has been found that the paid media, owned media and digital inbound marketing are some of the strategies that help attract consumers without losing control over content sharing activity. CRM system implementation is also likely to reduce challenges that are faced in adoption of technology in the modern marketing platform. Therefore, privacy protection and protecting content is essential and strategies are needed to be implemented to ensure that consumer trust is built in the firm.
4.3 Summary
Based on this chapter, it has been summarised that a wide customer base is likely to be affected with the social media platform that is highly effective in modern marketing. It has been concluded that the social media market is an effective marketing platform with respect to customer attraction and acquisition and also being cost effective for a firm. There are many challenges faced in the use of the new age marketing like losing control on content, reliability of social media marketing and technology management. Therefore, strategies like CRM system, and using paid media is likely to reduce these challenges in implementation of social media marketing.
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Chapter 5: Discussion
5.0 Introduction
The discussion chapter is a critical part of research that provides the results of a study by using the collected information and literature to develop insight into the research subject and fulfil the aims and objectives. Accordingly, this chapter provides a discussion on the ways that modern marketing strategies are using social media platforms such as TikTok, Facebook, and Twitter to achieve marketing objectives. The purpose of this chapter is to evaluate the results of the research to ascertain the ways that modern marketing endeavours are using the new wave of media on digital platforms.
5.1 Discussion
The contemporary world exhibits a high reliance by people on social media platforms such as Facebook and Instagram. It has been determined from the study that social media platforms form a major source of entertainment for people today. Similarly, there has been a social transformation that has further influenced non-users to start using social media platforms due to peer pressure. In this context, the number of regular users of social media platforms has grown substantially in the last few years. From this study, it has been determined that there is an increased potential for businesses to use social media platforms to reach a huge number of people. Hence, social media platforms have become viable tools for businesses to achieve favourable marketing outcomes (Odgers and Jensen, 2020). However, social media platforms feature a high degree of freedom of expression where users can freely post their opinions. Accordingly, a new challenge has emerged for contemporary businesses as social media platforms can encourage people to write negatively about companies that they do not like. It has been analysed that critical comments can have a negative impact on businesses as they can influence others to develop a negative perception of the brand. Hence, it is essential for contemporary businesses to be careful in terms of using new-wave media to conduct marketing operations to avoid the above-mentioned threat and achieve favourable marketing results.
Social media influencers have gained significance in current trends, which has made them important for businesses to conduct marketing campaigns on social media platforms. Influencers comprise individuals that have a substantial following on social media platforms. It can be analysed that social media influencers heavily influence the perceptions of their audience by engaging with them on these platforms (Bassano et al., 2019). Hence, it is easy to understand that businesses have an opportunity to influence the perceptions of the public regarding their brand by employing social media influencers within their marketing strategy. It has been determined that contemporary businesses hire influencers on platforms such as Tik Tok and Facebook to illustrate their brand in a positive light. This helps companies to improve their brand reputation by utilising the audience of the influencers to achieve favourable marketing outcomes. However, it has also been determined that influencers are often limited in their reach to audiences in terms of only being able to influence the people who follow them regularly. Therefore, digital marketing measures currently adopted by businesses utilise social media influencers as an additional measure instead of making it the central strategic approach to marketing. Furthermore, it has been discussed that new features such as Live Streams and social media surveys have increased the ability of organisations to collect information from the public. It helps businesses to understand the needs of customers and modify their business model accordingly.
Social media marketing has become the primary approach to marketing for most companies in the present times. The cause of this can be explained by the high user base of these platforms that make the platforms viable for conducting extensive marketing campaigns (Meisner, 2021). However, most contemporary businesses currently partake in this marketing strategy, resulting in the growing competition for the attention of the audience on social media platforms. Accordingly, it has been explained that contemporary firms need to differentiate themselves from other brands to achieve true dominance in social media platforms in terms of marketing. For this purpose, firms often adopt a social media marketing strategy where they deploy an independent team that takes care of the social media branding activities for the organisation. Social media marketing strategy is an effective method to develop a positive brand image in contemporary times (Meisner, 2021). Hence, it is easy to understand that a major role of the new wave media in the marketing process of contemporary companies is that they help businesses improve their brand reputation among the public. It helps businesses to influence and attract customers to purchase their products or services. However, it is important to note that the competition on social media platforms to capture the attention of the viewers leads to the most creative firms gaining the most positive marketing outcomes.
Issues such as limited information on the usage patterns of social media platforms such as Twitter and Instagram lead to poor decisions being made for the marketing strategies of contemporary companies. Accordingly, it is important for modern businesses to conduct extensive research to ascertain the trends in social media usage among their targeted customer base. This can not only help businesses to improve the relevance of their social media marketing strategy but also in developing new products or services according to the determined needs of customers. Additionally, it can be understood that modern businesses need to constantly compete for market share and for this purpose, marketing to develop a unique brand perception is helpful. In this context, social media marketing provides an immense opportunity to enhance the marketing operations of a brand by providing access to a wide audience that can be influenced through creative and engaging content. However, a lack of financial resources can present a challenge for businesses to conduct marketing operations, which can limit their scope to expand their clientele (Ali et al., 2020). Hence, it is clear that contemporary businesses need to invest sufficiently in social media marketing operations to achieve favourable marketing outcomes in terms of increasing their clientele. It can help businesses increase their profitability and brand reputation in the market.
The limited number of talented IT employees in contemporary businesses can limit their ability to utilise the new wave media to conduct favourable marketing operations. It is a major challenge for businesses as firms need to deploy talented individuals to complete the technical side of their marketing campaigns such as setting up servers and maintaining the stability of the network. These operations help businesses to stabilise their presence on social media platforms, which is essential to constantly engage with the audience through comments on platforms such as Tik Tok and Facebook. From this outcome, it has been discussed that engaging with the audience on social media platforms helps to develop a personal relationship between a brand and individuals. The development of the relationship can help imbibe positive emotional attachments to brands, which can improve the brand’s reputation and loyalty among its customers (Bassano et al., 2019). Hence, it is easy to understand that constantly engaging with customers on social media platforms is an essential measure to achieve effectiveness within marketing strategies using new-wave media. However, contemporary businesses need to deploy a team of social media experts who can conduct this constant engagement online with the organisation’s audience. In this context, the challenge of a limited number of IT experts can severely degrade a company’s ability to swiftly reply to its audience, which can lower the connection between customers and the brand. Therefore, it is essential to hire and deploy a sufficient number of IT experts to achieve proper marketing outcomes.
The brand equity management process needs to consider elements of social media marketing such as customer awareness to improve outcomes related to brand attraction. In this context, it is essential for companies to apply innovation management to introduce creative marketing campaigns to achieve better marketing outcomes. Accordingly, areas such as creative content writing and digital designing have become important as these help in improving the appeal of marketing posters and infographics to capture and sustain the attention of the audience. However, contemporary businesses need to consider the lifestyle and demographics of their audience to develop content that they can connect with. Hence, it is necessary for conducting an analysis of the audience of businesses on social media platforms to determine the topics and styles of expression that connect with the majority of the audience. This can help businesses adopt a suitable style for developing marketing posts on social media platforms to improve the positivity of audience response (Ali et al., 2020). Additionally, exhibiting a high ethical standard through posts on social media platforms can help businesses achieve favourable perceptions among audiences. For this purpose, contemporary marketing posts on social media platforms portray brands as being considerate of social and environmental issues and often tackle sensitive topics that are prevalent in present times. For instance, businesses greatly emphasise providing organic solutions to customers to fulfilling their needs by introducing sustainability within their operations. It helps companies illustrate themselves as being a responsible brands, which can positively influence the perceptions of the audience.
Social media marketing is more cost-effective in contrast to traditional marketing which requires companies to print advertisements or purchase slots in newspapers for running campaigns. On the other hand, social media platforms are free to use for all users including company profiles. Therefore, it has been discussed that contemporary businesses have a cost advantage in terms of conducting social media marketing campaigns because of the lack of any costs associated with releasing marketing posts on platforms such as Facebook (Messner, 2021). However, it needs to be considered that due to the cost-free nature of social media platforms, small and big companies can conduct marketing campaigns on these platforms. Therefore, there is a lack of boundaries between organisations based on their size. In this context, it has been determined that companies face marketing competition from other organisations in the same industry despite the difference in the size of business operations. Therefore, organisations need to adopt innovation within their marketing campaigns to achieve effectiveness in marketing outcomes. Furthermore, this dynamic of the new wave of media is particularly encouraging for SMEs to conduct marketing campaigns on social media platforms to outperform their dominant rivals in the market. Therefore, the new wave of media presents an opportunity for smaller businesses to replace bigger firms in the market by conducting attractive and creative marketing campaigns to increase their market share.
Privacy concerns have become the most prominent challenge faced by businesses when using new-wave media. Social media platforms are free for everyone to use and have resulted in the rapid growth of the users of Instagram, Facebook, YouTube, and other social media platforms. Therefore, these social media platforms house a lot of information on the users that use these platforms. However, there has been recent news of data leakages from the social media platform Facebook, which has brought the issues of privacy to the forefront of public debate (Odgers and Jensen, 2020). In this context, it is essential for businesses to adopt a high ethical standard to ensure that their marketing operations on social media platforms conform to the principles of privacy. Accordingly, contemporary businesses need to address the challenge due to privacy in social media platforms by avoiding any unethical practices such as revealing the identity of people that desire to remain anonymous. It has been discussed that it is important to protect sensitive information of people to avoid punitive and legal action by governmental agencies. Therefore, contemporary businesses need to adhere to relevant legislation to ensure that they can avoid instances of brand degradation due to actions by governmental agencies.
5.2 Summary
It can be summarised that contemporary organisations are increasing their emphasis on new-wave media to improve their marketing outcomes. The main reason for this change is that social media platforms such as Facebook and Tik Tok are rapidly growing in popularity and today have a high number of users. It has led to the increased ability to reach audiences through these new-wave media platforms by contemporary organisations. Hence, it has been identified that modern businesses use new-wave media to overcome challenges in achieving favourable marketing outcomes and developing a positive brand perception among the public.
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Appendix 1: Time Horizon
|
Main Operations |
Week 2 |
Week 3 to 4 |
Week 5 to 8 |
Week 9 to 13 |
Week 14 to 17 |
Week 18 to 21 |
Week 20 |
|---|---|---|---|---|---|---|---|
|
Topic Confirmation |
Ø | ||||||
|
Creating Research Outline |
Ø |
Ø | |||||
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Reviewing Literature |
Ø | ||||||
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Selecting Research Technique |
Ø |
Ø |
Ø | ||||
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Gathering Secondary Data |
Ø |
Ø | |||||
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Data Analysis |
Ø |
Ø | |||||
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Interpretation of Findings |
Ø | ||||||
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Preparation of Conclusion |
Ø | ||||||
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Rough Project Overdraft |
Ø | ||||||
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Final Submission |
Ø |