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Table of Contents

• 1.0 Literature Review
  • 1.1 Overview
  • 1.2 Defining Social Media Marketing and Its Aspect
  • 1.3 Advantages of Social Networks
    • 1.3.1 Finance Related
    • 1.3.2 Social Interfaces
    • 1.3.3 Interactivity
    • 1.3.4 Target Market
  • 1.4 Disadvantages of Social Networks
    • 1.4.1 Time Intensive
    • 1.4.2 Copyright and Trademark Problems
    • 1.4.3 Security and Privacy Problems
    • 1.1.4 Negative Responses
  • 1.5 Literature Gap
  • 1.6 Conclusion
• References

Literature Review

1.1 Overview

The tremendous performance along with the presence of internet based social networks allows people to connect as well as communicate with massive number of people at a moment. Social networks help people to create several content, share and bookmark in order to accomplish online communication. In that case, Agnihotri et al. (2016) have stated that, social networks are used as a platform of representation of the goods and components of an organization, where organizational products are displayed to the customers in order to attract the attention of the customers towards the organization.

Accordingly, Ainin et al. (2015) have stated that the utilization of social networks helps to acknowledge to the customers regarding the brand, product, services as well as its effectiveness. Simultaneously, the organization may be connected with a large number of customers of both local and global and can fulfil the requirements of the customers by providing adequate products and in this approach, the impact of social networks is effectively significant. However, in accordance with Bharati, Zhang and Chaudhury (2015), it has been identified that there is also some specific disadvantage can be followed due to utilizing social networks as a core business component. All the effective factors in terms of advantages and disadvantages of social networks are about to display in this study.

1.2 Defining Social Media Marketing and Its Aspect

As the time flows, social media marketing becomes a new and innovative way of business operations, where organizations can easily get access to a large number of people at once. Consequently, massive number of people can be attracted and communicated at a moment. Diversified social networks channels are taken into granted in order to promote the brand and its products to both the potential and active customers (Bolton et al. 2013). In that case, several online marketing plat forms are taken into consideration in order to promote the value of the organization amid the local and global consumers. On the basis of that, Brooks, (2015) has mentioned that the utilization of social networks plays a significant role within the context of social media marketing. Utilization of social networks not only use as a promotional approach for the products but also, the social media platform provides the benefits to the organization to communicate as well as to provide effective and positive services and feedbacks regarding any products. According to Gensler et al. (2013), social media networks such as e-mail, newsletters and online promotional approaches can cooperate with the organizational operational strategies as well as help to generate the number of customers along with the profit margin and productivity level.

Simultaneously, Hajli, (2014) mentioned that other social media platforms in terms of social networks such as Facebook, Twitter, Google+, LinkedIn, YouTube tremendously perform for promoting the brand value along with the organizational products and features to the consumers, which attracts the attention of the people towards the organization as well as helps people to acknowledge regarding the required products in order to fulfil the needs.

1.3 Advantages of Social Networks

In accordance with Leonardi, Huysman and Steinfield (2013), it has been found that due to promote the brand value along with the characteristics of the organizational products to the both potential and active customers, most of the organizations are interested to invest large number of funds in the field of social networks. The popularity of social networks becomes one of the adequate assets for the organizations in order to promote the identification and the utilization of the organizational products, which is also effective for attracting the attention of the people in terms of potential and existing customers from both the market of local and global (Picazo-Vela, Gutiérrez-Martínez and Luna-Reyes, 2012). Within this context, Rauniar et al. (2014) have mentioned that the utilization of social networks is able to provide some effective and influential advantages to the organization, which may generate the volume of both productivity and profitability. These advantages are described below here:

1.3.1 Finance Related

Financial support in terms of cost related is the most effective advantage that can be grasped by utilizing social networks within the operational business approach of the organizations (Taneja and Toombs, 2014). Within this context, Tsimonis and Dimitriadis (2014) have mentioned that the barriers of finance within the context of social media marketing are relatively quiet stumpy from the other aspects. The major advantage of social network to the organizations is that the accesses to social media platforms are free of cost. Organizations can use the platforms of several social networks without paying money and thus, organization are able to create various blogs, pages, contents and posts for promoting the characteristics features of both the brand and the products. Within this context, Verhoef et al. (2014) have mentioned that the organizations can successfully operate the business in the market as well as generate the profit margin within the organizations by using social media networks in a low budget.

1.3.2 Social Interfaces

The most extraordinary phenomena of social media are to increase as well as create new structures of social interactions. Regarding that Whiting and Williams (2013) have stated that a massive number of people spend leisure time by using several diversified social media platforms such as e-mails, Instant Messaging and other social medias, which are also utilized for communicate with other. In that case, it has been observed that a large number of times are being spent by the people into social media platforms. In that case, several blogs, advertisements, pages can be used for influencing the customers by providing the utilization of the products by social networks (Bharati, Zhang and Chaudhury, 2015). On the other hand, Agnihotri et al. (2016) has stated that social networks can also be used in order to acknowledge the buying patterns of the customers and therefore, the approach might be helpful for the organizations to provide adequate products according to the needs and requirements of the customers.

1.3.3 Interactivity

In accordance with Ainin et al. (2015), it has been observed that unlike the addiction of watching television or listening radio, the interactivity of social networks attracts the customers in an adequate and effectively. Thus, Bharati, Zhang and Chaudhury (2015) have stated that the people may be identified as the passive receiver of stimulation of social media in terms of different social media networks. In that case, influential activities of social networks within the life style of the people also influence the buying behaviour of both the potential and existing customers (Bolton et al. 2013). On the basis of that, organizations are profoundly dependent on the utilization of social media in order to attract the attention of the customers.

Consequently, Brooks (2015) have stated that the influential behaviour of the organizations towards the social networks allow to get access to several social media platforms such as Facebook, Instagram, YouTube and Google+, which effectively helps the organizations to promote the organizational products according to the buying behaviour of the customers. On the other hand, Gensler et al. (2013) have mentioned that several activities of social networks also control the Business to Customers (B2C) relationship, which significantly generate the profitability and productivity within the organizations.

1.3.4 Target Market

Target market segmentation is one of the most effective marketing strategies of every organization. With the help of market segmentation, organizations are able to acknowledge the buying behaviour of the customers along with the new trend and requirements of the customers (Hajli, 2014). On the basis of that, every organization segments the entire operative market into some parts, in which the organizational products is likely to be sold. In that case, Leonardi, Huysman and Steinfield (2013) have mentioned that the utilization of social networks allows the organizations to communicate and to attract the entire targeted market at once. On the other hand, Rauniar et al. (2014) mentioned that to communicate with the consumers of specific target market is quite expensive. Within this context, by using several platforms of social network may attract the entire market at a single moment, which is also effective to accumulate the amount of expenditures.

Figure: 1. Conceptual Framework of Advantages of Social Networks
(Source: As Created by Author)

1.4 Disadvantages of Social Networks

Utilization of social networks not only produce beneficiary environments for the organizations but also some effective impacts in terms of complications as well as challenges may be faced by the organizations during utilization of social networks as a complementary approach of promotion of the organizational products. The lucidity of social networks often creates conflicts within the organizational marketing approach such as planning, propose or the implementation those are highlighted under here:

1.4.1 Time Intensive

The implementation of social networks within the marketing strategy of the organizations helps to generate the volume of consumers as well as the productivity of the organizations. Regarding this, Taneja and Toombs (2014) have stated that the adequate implementation as well as the utilization of social network effectively increases the number of consumers of the organizations. Simultaneously, the significant strategic approach helps to create a trustworthy relationship between the organizations and the customers.

On the basis of that, Tsimonis and Dimitriadis (2014) have mentioned that being a loyal distributor of products to the customers, the organization are required to provide adequate information regarding the products and its characteristics features to a large number of customers in order to attract then attention of the customers. Regarding that, Verhoef et al. (2014) have assured that, the approach of providing information as well as customer service is a time consuming process, which may affect the rest of the operations of the organizations. On the basis of that, it has been discovered that the organizations are excessively needed to invest significant time or else, due to lack of customer service, the business potentials might be affected.

1.4.2 Copyright and Trademark Problems

Copyright and trademark are the most significant approaches those are cannot be overlooked by the organizations. In accordance with Whiting and Williams (2013), every organization are required to maintain the importance of the brand image as well as the brand identity while promoting the brand image into several social networks and platforms. The property and the brand are as highly valuable as the products and the customers of the organizations. In order to promote the brand image and the identity of the products, organizations utilize different platforms of social networks, in which all the people get access to the identity of the organization.

Regarding that, Agnihotri et al. (2016) have stated that the open access of the brand and its products may influence the third parties to get involved as well as to reutilize the information to an another product of other organizations. In that case, Ainin et al. (2015) have mentioned the value of copyright and trademark for both the organization and its signature products. Simultaneously, the significant use of copyright and trademark may save the organizations from other organizations with almost a similar name and products, which may also distract the attention of the customers and the entire business operations along with reputation of the organizations may hamper.

1.4.3 Security and Privacy Problems

Utilizing social networks as well as several diversified social media platforms in order to promote the brand value along with the characteristics features of products also deals with other aspects such as conviction, seclusion and securing data or information. Within this context, Bharati, Zhang and Chaudhury (2015) have stated that, all the organizations are needed to adopt appropriate approach to secure the organizational personal issues as well as the organizations are also needed to provide adequate concentration in order to minimize the potential exposures related to personal information or several important data of the organizations. All the social media platforms are surrounded with some terms and policies those are designed by the government in order to protect the privacy policy of both the organization and the consumers. In that case, Bolton et al. (2013) have mentioned that during utilization the social networks as a platform of promotional approach, all the organizations are required to monitor the policy and terms of that specific social network in order to reduce the chances of conflict within the organizations.

1.1.4 Negative Responses

Social networks are used as an effective method of advertisement of both the organizations as well as the products of all the organizations. In that case, Brooks (2015) has started that several social media platforms are taken into consideration in order to promote the characteristics of the products, which also helps to attract the attention of the customers as well as construct a bridge of trustworthy relationship between the organizations and the consumers. However, due to lack of information regarding any product, several consumers post negative thoughts or feedbacks regarding the products, which may distract large number of consumers. Regarding that, Gensler et al. (2013) have mentioned that the organizations are required to fulfil the complete customer satisfaction service to reduce the chances of negative feedbacks. On the other hand, Hajli (2014) conducted that, to resolve the conflict of negative feedbacks, organizations are required to invest more time and fund, which may hamper the other services of the organizations and also hamper the entire operational business strategies.

1.5 Literature Gap

The entire study focuses on the effectiveness of social network within the operational business strategy of every organization. In that case, it has been identified that there are some both effective advantages and disadvantages situated those can be recognized during implementation of social networks within the organizations for promotion. However, the study has only concentrated within the advantages and disadvantages of social network, there are some additional conflict situation might be seen those are not highlighted in this study. The social networks cannot help to decide the actual amount of customers of the organizations. Consequently, the utilization of social networks displays the signature products of the organizations in front of every individual as well as other organization, which enlarge the competitive market of almost similar products. However, the threat of similar products cannot be reduced or monitored with the help of social networks, which are not mentioned in this following study.

1.6 Conclusion

The entire research has been accomplished by concentrating on the major promotional tools in terms of social networks and the advantages as well as the disadvantages of social networks within every organization. In that case, several relevant journals as well as diversified scholars have been taken into consideration to produce the research paper in an appropriate manner. By means of evaluating the entire study, it has been discovered that there are some effective advantages can be grasped by utilizing social networks as a promotional tool in order to promote the brand image as well as the characteristic features of the products to attract the attention of the customers towards the organization.

Consequently, some other effective disadvantages may hamper the entire business operations of the organizations due to excessive expenditure of both time and wealth to maintain the social media platforms as well as to provide adequate information regarding the products to the customers. In that case, large number of employees and time are needed to monitor each and every corner of the promotional method through social networks. Regarding that, it can be described that the entire study has endeavoured to evaluate the positive impact of social networks to the organizations as well as focused on the negative impacts of social networks within the organizations during promote the brand image and value to the customers.

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