Social Media Marketing Tuten Sol
Lora Ceasor
The adoption of social media marketing by organizations for branding, marketing communications, and customer relationship marketing creates a need for a new course in the marketing curriculum. For marketing faculty accepting the task of teaching a course on social media marketing, there is a learning curve based in part on the recency with which the field has developed. In this special session, a framework for teaching social media marketing will be presented along with resources and suggested activities by marketing faculty with experience teaching the course.
Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. Part 1: Foundations of Social Media Marketing; Part 2: Methodologies and Theories in Social Media; Part 3: Channels and Platforms in Social Media; Part 4: Tools, Tactics, and Techniques in Social Media Marketing; Part 5: Management and Metrics in Social Media; and Part 6: Ethical Issues in Social Media.
The SAGE Handbook of Social Media Marketing seeks to advance our knowledge and understanding of social media and social media marketing and to provide a foundation upon which social media marketing strategists and researchers can build. Social media marketing is the utilization of social media technologies, channels and software to create, communicate, deliver and exchange offerings that have value for an organization and its stakeholders (Tuten, 2021). It is made possible by the digital infrastructure of the web, facilitated on social media vehicles such as Facebook, Twitter, Instagram and others, empowered by social software and algorithms and enabled by smart devices. ...
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Social commerce is a subset of e-commerce (the practice of selling products and services viaonline). It is used through social media apps to enable online shoppers to interact and collaborateduring the shopping experience. It encompasses social shopping, social marketplaces, and hybridchannels and tools that enable shared participation in a buying decision. This is great for thosewho love to shop with others (have purchase pals) but would rather do it at home in theirpajamas.
Social shoppers use social media as they move through the decision making process which areproblem recognition, information search, alternative evaluation, purchase, and post purchaseevaluation. Stage 1, problem recognition is facilitated by social commerce tools such as socialads, shared endorsements from friends, curated images , location based promotions, andparticipatory commerce. Stage 2, problem recognition is facilitated by conversation such ascomments, ratings and reviews, product and pricing information, social sharing of wishlists andgift registrations, and more. Stage 3, evaluation of alternatives is facilitated by barcodescanning/price comparisons using apps, recommendations, testimonials, and rating and reviews.Stage 4, purchase is facilitated by shop within network options, social shopping malls, peer topeer marketplaces, and conversational commerce. Stage 5, post purchase evaluation is facilitatedby comments posted on social networking sites, request for help or comment to brand on socialnetworking sites, participation in loyalty programs with social benefits, submission of rating andreviews, reviews and product experiences posted on blogs.
Social media in the context of online marketing has been a topic that has drawn attention from both academics, and practitioners. There are many research articles that have examined social media marketing from different perspectives that reflect the many purposes these networks serve, from brand equity and management in online settings (Ashley and Tuten, 2015; Pham and Gammoh, 2015; Lovett and Staelin, 2016), to customer relationships (Trainor et al., 2014; Wang and Kim, 2017), and employee attraction (Sivertzen et al., 2013).
Alalwan et al. (2017) emphasize the necessity to study and examine the impact of different social media platforms (i.e. Facebook, YouTube, Instagram, Twitter, LinkedIn) on the return on investments of marketing expenditure in the form of promotional activities aimed at reaching targeted customers. Social media sites instigate impulse purchases, drive sales from new and recurring customers, and also provide marketing intelligence sources of customers and their attitudes, interests, perceptions and so on (Lindsey-Mullikin and Borin, 2017).
Especially when online interactions occur between companies and social media users, they provide insights for product marketing (Lindsey-Mullikin and Borin, 2017). Chandra et al. (2012) found that active and regular consumers of social media tended to have a more positive attitude for advertising these platforms, which provided help in buying decisions.
The manuscript reviews recent literature on social media marketing, by exploring the main trends of research and association of this concept with other marketing terms. The rest of the paper is structured to include a review of relevant literature, examining the strategic opportunities of social media marketing for organizations (non-profits organizations or for-profit companies, etc.). Finally, the paper concludes with theoretical and managerial implications, and proposes directions for future research.
With increased popularity in academia and practice, social media marketing (SMM) has gained multiple points of view of different authors. Some researchers define this concept as a facilitator of connectivity and interactions with existing and prospective customers (Dwivedi et al., 2015; Yadav and Rahman, 2017; Choi et al., 2016; Pham and Gammoh, 2015; Tuten and Solomon, 2016), whereas other authors establish the root of SMM in meeting business goals, as they relate to consumer equity, loyalty, satisfaction and purchase intention (Choi et al., 2016; Felix et al., 2017; Yadav and Rahman, 2017; Tuten and Solomon, 2016).
Social media offers many opportunities for both consumers and organizations. On one hand, in using social media, consumers have developed new ways to interact with brands, to voice their opinions about particular brand experiences, and have also helped them in searching, evaluating, choosing and buying goods and services (Albors et al., 2008). On the other hand, organizations have the opportunity to invest in their social media presence and develop more targeted campaigns, communicate with consumers, use the medium to drive direct sales, gain insights into how customers perceive and appreciate a brand, as well as lifetime value targets, such as customer acquisition and retention.
Social media marketing is highly correlated with advertising and its potential for driving business and conducting promotional activities to reach and communicated with targeted customers (Alalwan et al., 2017).
Facebook achieved in $27.6 billion in total revenue in 2016, with $8.62 billion in the final quarter (Facebook, 2016). Moreover, as reported by Facebook itself (Facebook, 2016), it had an overall daily active users of 66%, of its total of 1.8 billion users. That means that approximately 1.18 billion people are actively engaging in social media activities on Facebook, providing marketing opportunities for global and local brands that can target this large audience based on various demographics and interests. In June 2017, this highly popular social media platform reached a new milestone as now more than 2 billion people from all around the world use Facebook (Facebook, 2017).
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