We can create relationships using social media with people who might not otherwise know about our products or service or what our companies represent. You cannot just depend on social media; you must integrate it with other vehicles of marketing. Accordingly, the main aim of this study is to systematically examine and review the current studies that have conducted over the related area of social media and marketing. One of the best benefits of using social media for marketing research … 3. By using The Balance Small Business, you accept our, Laura Lake is a former writer for The Balance Small Business. Dunkin Donuts - That's right, they've found value in social media and have set up a microblogging Twitter account. Social media gives marketers a voice and a way to communicate with peers, customers, and potential consumers. These tools are typically internet or mobile-based. The role and limitations of marketing research "Marketing research does not make decisions and it does not guarantee success". There are no written "right" or "wrong" rules when it comes to social media; only you can determine what will work for you. To Reduce Marketing Research Time. By reviewing approximately 144 articles, the researchers were able to provide an overview of the main themes and trends covered by the relevant literature such as the role of social media on advertising, the electronic word of mouth, customers’ relationship management, and firms’ brands and performance. Marketing is a tool we use to inform consumers about our products, who we are, and what we offer. Seven key themes emerged from the literature. The role of social media in your marketing is to use it as a communication tool that makes you accessible to those interested in your product and makes you visible to those that don't know your product. Donald Trump - In our examples, we can't leave out President Trump. By continuing you agree to the use of cookies. It personalizes the "brand" and helps you to spread your message in a relaxed and conversational way. Unfortunately, many small businesses struggle to use social media … This research reviewed 144 studies on social media in marketing context. She's a marketing professional and author of "Consumer Behavior for Dummies. ScienceDirect ® is a registered trademark of Elsevier B.V. ScienceDirect ® is a registered trademark of Elsevier B.V. Social media in marketing: A review and analysis of the existing literature. In my opinion, this is not due to a … However, many businesses have begun to turn to social media as a cost-effective and in-depth tool for gaining insights into their customers, market, brand appearance and other important market research aspects. A growing number of research studies have addressed the issues of social media in marketing. We can use social media to provide an identity to who we are and the products or services that we offer. Social media makes us "real" to consumers. Research evidences suggests that Facebook and Twitter have been indispensable in recent times, as more companies have adopted these platforms for their social media marketing (Husain et … In this review, it has also studied the most common research approaches adopted to examine the related issues of social media marketing. 95, pp. Nandhakumar, "Exploring the role of social media in importing logics across social contexts: The case of IT SMEs in Iran," Technological Forecasting and Social Change, vol. Considering the numerous ways social media affects individuals and businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Here is how: As you can see social media carries with it a lot of value, but how do you do it right? With social media, research … Equally, the related issues of social media marketing have been also the focus of attention for academics and researchers to expand the current understanding about such phenomena over the marketing area. The downfall of social media, if you could call it that, is that it must be a part of your everyday life to keep the momentum and attention you need for it to be successful. https://doi.org/10.1016/j.tele.2017.05.008. BMW - Utilizing Facebook to promote their 1-Series Road Trip and they have created a Rampenfest Page for fans. By the same token, businesses start looking at such technologies as effective mechanisms to interact more with their customers. There are several social media … Social media plays a vital role in marketing and creating relationships with customers.