Impact of social media on marketing Dissertation

Impact of social media on marketing - Dissertation Example Despite these shifts, it is not known to what extent social media has impacted marketing as a function. There appears to be a gap between marketers’ claim and consumer expectations. Thus, with the aim to evaluate the efficiency of social media on marketing, three objectives were set for the study. After extensive literature review, qualitative primary data was gathered through questionnaire survey administered through the Internet. All three objectives of the study have been achieved. Social media has transformed the marketing process; it has transformed the way people interact and communicate. Social media has been able to leverage relationships, enhance communication and interactions between marketers and consumers. User-generated content has become a powerful source of information and has affected how marketers influence consumers. Customer engagement on the social media has made this function dynamic. This has brought a shift in consumer attitude and behavior as consumers rely on user-generated content to make their purchase decisions. Consumers think positively about companies that have their own web space and blog, and about those companies that are alert and responsive to consumer posts. Based on consumer perceptions, two main attributes that could enhance social media marketing have been identified. These include transparency in information thereby leading to trust, and making the advertisements more personal and carrying an emotional appeal. Marketers need to recognize that social media marketing cannot be a standalone strategy as consumers seek a seamless experience across all channels. The study concludes that social media has definitely changed the way marketers present their brand and communicate with consumers but the scope and potential of social media in the marketing function has yet to be exploited. Recommendations for further study on the subject have been made. Table of Contents Chapter I Introduction 1 1.1 Background 1 1.2 Rationale for Research 2 1.3 Research Aims and Objectives 4 1.4 Scope of the Study 4 1.5 Structure of the Study 4 Chapter II Literature Review 6 2.1 Chapter Overview 6 2.2 Definition and concept of social media 6 2.3 Social Media Platforms 7 2.3.1 Social networking sites 8 2.3.2 Blogs 8 2.3.3 Twitter - microblogging 9 2.3.4 Video Sharing 9 2.3.5 Photo Sharing 10 2.4 Social media and marketing 10 2.5 Impact of social media on marketing 15 2.6 Changes in purchase behavior 17 2.7 Consumer benefits through social media 18 2.8 Customer Expectations on social media 19 2.9 Chapter Summary 20 Chapter III Methodology 22 3.1 Chapter Overview 22 3.2 Research Philosophy 22 3.3 Research Approach 22 3.4 Data Collection Method 23 3.5 Data Analysis 24 3.6 Limitations of the Study 25 3.7 Ethical Considerations 25 3.8 Chapter Summary 26 Chapter IV Findings 27 4.1 Overview 27 4.2 Findings 27 4.3 Chapter Summary 32 Chapter V Discussions 33 5.1 Chapter Overview 33 5.2 Effects of social media on Marketing 33 5.3 C hanges in consumer behavior 35 5.4 Attributes that could enhance social media marketing 37 5.5 Chapter Summary 40 Chapter VI Conclusion and Recommendations 41 6.1 Conclusion 41 6.2 Recommendations for further research 43 References 45 Appendix A 48 Figures & Charts Figure 2.1 Social Media Triangle 7 Figure 2.2 Traditional Marketing 11 Figure 2.3 Social Media Marketing 12 Chart 2.1 Why consumers share their experiences? 19 Chart 4.1 User-Generated Content in Purchase Decision 28 Chart 4.2 Consumers’ Impression of Responsiveness 29 Chart 4.3 Consumer Awareness of Social Media 30 Chart 4.4 Consumer Suggestions Chapter I Introduction 1.1 Background The function of marketing has evolved from being a one-way