دانلود رایگان مقاله انگلیسی بخش پنهان بازاریابی رسانه های اجتماعی: دیدگاه یک کاربر - اشپرینگر 2018

Introduction Digital transformation initiatives are forcing organizations to envisage new ways of marketing their products and services (Trapp, 2016). The relatively new phenomenon of social media marketing, accelerated by Web 2.0 broadcasting, promises to have great potential for reaching out to a wider set of social media audiences and establishing engagement within a very short span of time using limited resources (Chen, De, & Hu, 2015). It is expected that the number of social media users will grow to 2.95 billion by 2020 (Statista, 2017). A recent survey indicates that the top two reasons for the use of social media marketing communication are (1) to increase exposure to the organization’s business so as to increase traffic, and (2) to generate leads for sales of products and services. Though many small and large firms are making considerable investments in social media initiatives with a view to enhancing their profits, there are many unresolved uncertainties related to the envisaged returns (Dickinson-Delaporte & Kerr, 2014).

Conclusion

Recent years have seen an exponential growth of social media tools by businesses and individuals for multifarious purposes. Currently, social media is considered a useful marketing tool. A systematic literature review on the subject of social media marketing revealed that the bulk of research on the subject talks about the positives or the bright side of social media marketing. Owing to its pervasive and ubiquitous nature, social media not only provides affordances to its users but may impose constraints that need to be acknowledged. Surprisingly, prior research is largely reticent about the dark or shadow side of social media marketing. Grounding this work in a systematic literature review, we develop a framework and typology for better understanding the shadow side of social media marketing. Specifically, we classify the dark side of social media marketing into two kinds of constraint: intended and unintended. Through a rich discourse of literature, we develop and describe the two kinds of constraints. We also elaborate the need to tackle these constraints systematically through policies, practices, and regulations to avoid the negative impact of social media marketing on different user groups.