دانلود رایگان مقاله انگلیسی بازاریابی رسانه های اجتماعی: تکامل و تغییر - اشپرینگر 2018

Background of the Study

Historically, communication has facilitated the relationship between sellers and buyers, with sellers using words, signs and symbols for drawing the attention of potential customers to their products and persuading them to buy them. While the underlying goals of marketing communications— differentiate, remind, inform, and persuade (Fill, 1999)—remain unchanged, the nature of marketing communications has changed with the development of new media systems, ever-growing in scope and complexity. Web 2.0 technologies, specifically the social media, have added the element of real-time interactivity, removing the traditional restrictions of time and geography. The most significant consequence of social media has been the shift of power from the institution to the individual. Social media gave users a voice, an open platform where they could connect, collaborate and cocreate content for themselves and others. This user-generated content is perceived to be more trustworthy and has been found to be a bigger influence on consumer behavior and purchase decisions.

Concluding Remarks

This study was guided by the need for a holistic view of SMM from the communication perspective. It provides a systematic analysis of the current academic literature on social media and successfully identifies the underlying themes in the existing research. With the retrospective analysis concluded, this study identifies three key research areas that will allow future research to proceed with a firmer footing. The research highlights the potential of using social media for building a brand-consumer relationship and leveraging both online and offline interactions to influence consumer behavior. The research highlights the importance of understanding the profile of social media consumers and their online behavior patterns. The study also suggests evaluating consumer engagement as a key factor in increasing the effectiveness of marketing communication through social media.