At or services. Also, according to Swedowsky (2009),

At the present time, millions of people around theworld use social media daily as a vital survival tool. Social media has made it conceivable for individuals tocommunicate with hundreds or even thousands of people around the globe,resulting in online discussions where people create content, share ideas,network, and bookmarks that have exploded at a tremendous rate. This literature review will analysethe impact of social media on marketing and advertising campaigns using adiverse range of sources. The following three themes will be the focus of theanalysis: importance and link that social media has on marketing andadvertising, how to obtain an effective social media marketing and advertisingcampaign, and the most important advantages and disadvantages of social mediaon marketing and advertising. By reviewing the sources using thesethemes, this literature review will provide a clear understanding of theimportance of social media as a tool on marketing and advertising campaigns. Firstly, it is important tocomprehend the importance and link that social media has on marketing andadvertising. As Ward (2010) established, to find out more about what customersare thinking and have a flawless marketing strategy, it is crucial to obtainreal and current information about the shopper’s preferences, with theobjective to sell their products or services.

Also, according to Swedowsky(2009), social media is a necessity for both businesses and the consumer, tothe extent that the use of social media can increase the number of options beforemaking significant purchases. Further, all varieties of social media provide apossibility to exhibit products and services to active communities andindividuals that might be intrigued (Roberts & Kraynak 2008). Likewise, in terms of the connectionbetween social media and advertising, it is valuable to accept that socialmedia represents an increasingly important role in global advertising strategyas it penetrates peoples daily lives and business practices (Okazaky andTaylor, 2013). In the same way, Xia (2009) highlights a specific example of theconnection between social media and advertising that is the presence ofFacebook in the world. Xia states how advertisers take advantage of Facebookgroup application as a vital tool as viral messages are sent to persuadeconsumers. For instance, it is easier for new brands to become popular through”Fan Pages” on Facebook instead of radio or television, as people are becomingobsessed with technological devices and information obtained through socialmedia sources. Moreover, social media users are highly motivated web consumers.As revealed by Nielsen (2011), 70% of social media users are engaged in onlineshopping.

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 Secondly, it is important toemphasise that to conceive an effective social media marketing and advertisingcampaign, it is essential for the marketer and advertiser to study the companythey are working for and the customers they are dealing with. It should benoted that in order to develop a proper advertising campaign, it is a necessityto make sure that the social media strategy is being used in accordance withthe law (Falls, 2009). In addition, an excellent article by Falls states thatthere are key questions that must be asked before starting to create anappropriate campaign, such as which the audience is, the audience location, howto earn the trust of the audience, and the value provided in term of knowledge. However, Belcher (2009) emphasisesthat the most important aspect at the moment of creating an advertising andmarketing campaign in social media is about the “audience emotions”. The authorsays the purpose must be to satisfy the needs and wants of its consumers. Forexample, in India most of the population is vegetarian as they practiseHinduism. Therefore, if McDonald’s promoted “Big Macs” (consisting of two beef patties)it would have an unfavourable effect due to religious beliefs and may produceadverse emotions. Lastly, it is essential to know themost significant advantages and disadvantages of social media on marketing andadvertising.

One the one hand, according to Hensel et al (2010), advantageswould include the fast, real and effective accessibility of data input frommedia users via social media applications with the purposes to create campaignsby the marketers and advertisers. Data obtained may include characteristics as nationality,age, gender, purchasing power and other relevant details required for thecampaign. Furthermore, Das (2009) states that using social media by marketersand advertisers generate low costs, expanded network and build the brand’scredibility.

For example, an Italian furniture brand using a Facebook Fan Pagewill know how many followers it has around the world and their characteristics,as well as their preferences and critics. Nonetheless, according to Hart(2000) social media conceives not only opportunities but also obstacles andchallenges. There are two key disadvantages such as “time intensive” and “negativefeedbacks” that would need to be addressed regarding the impact of social mediaon marketing and advertising campaigns. Constant interactivity in socialmedia is a priority that can be described as time intensive. The marketers andadvertisers focus is to establish a sustainable relationship between theconsumers and the brands. Therefore, an active and dedicated responsibleindividual in charge it is a necessity (Barefoot & Szabo, 2010). An exampleof this is a recognized airline needing at least a team responsible for theirsocial media campaign in each city they offer their services. On the other hand, negativefeedbacks are a concern for the companies.

Consumers become judges in theinteractions between supply and demand. Thus, consumers construct negative orpositive pressure for the companies and its products and services, depending onthe perception of the quality of products and services provided. As a matter offact, some reviews do not transmit veracity, as there are made by thecompetitors or by people who want to destroy the brand image as a consequenceof an isolated bad experience (Roberts & Kraynak 2008).

For example, adissatisfied customer who writes several online negative reviews against a tourcompany might cause fear for some readers when hiring the service. In conclusion, the above literaturereview has highlighted the importance of social media as a tool on marketingand advertising campaigns as social media is a necessity for both businessesand the consumer, due the fast ways of communication and the amount of sourcesprovided. Moreover, marketers and advertisers need to follow certain legal andstrategic guidelines in order to develop a proper advertising and marketingcampaign. Failure to follow the steps mentioned above could generate adverseeffects for the companies and for consumers as well, as they will not have anadequate offer.

Additionally, the online environment conceives not onlyopportunities but also obstacles and challenges that would need to be addressedregarding the impact of social media on marketing and advertising campaigns.

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