Impact of social media marketing on Marketing Industry

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Table of Contents

CHAPTER # 1: INTRODUCTION6

Background of the study6

Problem Statement7

Purpose of the Study8

Significance of the Study8

Rationale of the Study10

CHAPTER # 2: LITERATURE REVIEW13

Marketing Mix of Social Media Marketing Industry17

Strategic Marketing of Social Media Marketing Industry19

Marketing Methods21

SWOT Analysis27

Strengths28

Weaknesses28

Opportunities29

Threats29

Social Media PEST analysis30

Porter's Five Forces Strategy Analysis31

CHAPTER # 3: METHODOLOGY33

CHAPTER # 4: RESULTS AND ANALYSIS36

Demographics36

Professional Development, Communication, and the Adoption of Innovation37

Statistical Analysis of Results44

CHAPTER # 5: DISCUSSION & CONCLUSION46

Study Limitations51

Future Research52

Conclusion53

REFERENCES56

APPENDIX62

Questionnaire62

Chapter # 1: Introduction

Background of the study

“For all information's self-reliance and span, it is persons, in their groups, associations, and organisations, who finally conclude what it all entails, and why it matters” (Brown and Duguid 2000, p. 18) Digital data technology, as broadly documented, has really revolutionized the natural environment where buyers seek, come by, and utilize information. The Internet, the biggest mesh ever conceived by humans, endows persons to effortlessly come to the biggest storage of data through individual computers or handy wireless connection apparatus, for example PDAs or cellular phones. Visiting a retail shop bodily is no longer the only way to glimpse the genuine gaze of merchandise or to find the comprehensive data about it.

In this electronically networked natural environment, rather than, buyers can effortlessly search/browse data supplied by businesses, observe accessible goods brandished in three-dimensional types, and even customize them founded on their own preferences. Advertising academics have acquiesced that the increased likelihood of two-way interaction, which is apprehended by the notion “interactivity” (Leckenby and Li 2000), makes the computer-mediated natural environment (CME) distinct from the customary mass media environment. Communication in the mass media natural environment is mostly unidirectional in the sense that a couple of overriding media companies consigns normalized information/contents to passive mass audiences.

Non-excludability, first, entails that no one can be omitted from the advantage of public items one time they are provided. In a virtual community, the data supplied by a individual can be accessed and utilised by any individual inside the community despite of producing his/her own contributions. Second, joint ness of provide entails that an individual's utilisation of a public good does not decrease the percentage for others' consumption. Because the allowance of utility buyers can get continues the identical, this suggests that an individual's exploitative demeanour does not origin direct confrontations with others. Due to this inducement structure, a one-by-one may be effortlessly tempted to act exploitatively lurking behind the assistance of others. As an answer to the free-rider difficulty in virtual groups, this study suggests to change a public connection space into a mesh of ...