...Leading in a media-rich virtual world: Impact of the media on the society November, 15 Abstract Mass media refers to the different technologies used in communication and interaction. It can include, but it is not limited to Google, emails, twitter, facebook and other common forms of social media. It is evident that we have different forms of media that we are exposed to at present. Indeed, the influence of the media on the society is increasing, and more people are now into the media for different reasons. The media is a rich source of information, for example, we are bombarded daily with news in media, we share information through the media and we market and sell products online. This means that people can never do so without the media since it influences the society. Also, the improvements in technology have changed the modes of interaction. The media has become an inseparable part of our daily lives. The media plays many roles in the society today as noted it is a source of communication, entertainment, means of marketing and information sharing. This explains why the media is an extremely important tool in the society today. Introduction. There are several types of media available and can be categorized into the print and electronic media. The print media remains one of the oldest forms of communication available to people and has been a medium of information sharing. The print media comprised of mainly newspapers, magazines and journals. The newspapers and...
Words: 2885 - Pages: 12
...DO SOCIAL MEDIA MARKETING ACTIVITIES ENHANCE CUSTOMER EQUITY/VALUE PERCEPTION? | By GUL KHAN. | Thesis submitted to the Lahore School of Economics in partial fulfillment of the requirements for the degree of [MBA] | [2013] | [Word count] Supervised by: [Ms. SHAMILA KHAN] 1. Introduction The luxury market is a high revenue market across the globe and is continuous on rise. This rise can be increased through expansion for the existing and new brands. This industry is a high value-added industry based on high brand assets. The number of customers for this industry can be increased through specially designed social media marketing techniques. There are great opportunities in emerging markets such as China, India and the Middle East for the luxury brands, so the expansion can be done in these markets. Right now, Luxury brands cannot rely only on strong brand assets and hence secure regular customers. The entrance of new brands follows heated competition and hence signals unforeseen changes in the market dynamics. The global economic downturn has forced the luxury brands to change the business models. The brands cannot rely only on brand symbol and consideration of other factors like brand legacy, quality, esthetic value, and trustworthy customer relationships is necessary in order to succeed. The success element for the companies is that they have to provide value in every possible way. Luxury brands have skewed their eyes toward social media marketing...
Words: 1966 - Pages: 8
...About Social Media Social media websites and applications allow users create online communities to share content, such as videos, personal messages, pictures, ideas and other information about themselves. Most forms of social media accept individual users as well as organizations, such as businesses and nonprofit groups. A business's social media profile may include links to its website, contact information and pictures of products or services the business offers. Marketing Businesses are constantly finding new ways to implement their marketing strategies through social media. Prior to the development of social media platforms, businesses relied on fliers sent through the mail, television commercials and word of mouth. While these marketing tactics are still useful, businesses can now use social media to instantly inform consumers about sales, the arrival of new products and exclusive promotions. Consumers can connect with their favorite retailers online to stay informed about new developments. Communication Social media also affects the way many retail businesses communicate with their customers. Instead of calling the store, writing a letter or sending an email, many customers prefer to communicate with a business using its social media profile. Customers may send private messages to the business, or they may post information publicly. Customers use social media to provide both positive and negative feedback about products or customer service. If a customer posts this information...
Words: 1944 - Pages: 8
...CUSTOMER RELATIONSHIP MANAGEMENT AND EBUSINESS John Muiga Wanjiku School of Human Resource Development, Jomo Kenyatta University of Agriculture and Technology, Nairobi, Kenya Email: mjwanjiku@gmail.com, Abstract — These paper looks into customer relationship management which is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty and explores it in context to e- business. It goes ahead to relate social networking revolution and its implication to business both positively and negatively and its impact on electronic Customer Relationship Management. Index Terms - Customer Relationship Management, Electronic-business, Electronic Customer Relationship Management INTRODUCTION The effective management of the customer has become the dominant objective for firms seeking to sustain leadership in their markets and industries. With their expectations set by world class companies and interactive technologies, today’s customers are demanding to be treated as unique individuals and requiring their supply chains to consistently provide high-quality, configurable combinations of products, services, and information that are capable of evolving as their needs change. Companies know that unless they can structure agile infrastructures and supply chains that can guarantee personalization, quick-response delivery, and the ability to provide unique sources of marketplace value their customers will quickly...
Words: 5496 - Pages: 22
...TABLE OF CONTENTS INTRODUCTION 2 The history of social networking 2 THE IMPACT OF SOCIAL NETWORKING ON BUSINESSES 2 THE FORMS OF BUSINESSES WHICH DEPLOY SOCIAL NETORKING SITES TO ACHIEVE COMPETITIVE ADVANTAGE 4 THE EXTENSIONS CAN BE BOLT ON TO MAKE SOCIAL NETWORKING SITES MORE ATRACTIVE 6 CONCLUSION 8 REFERENCE 9 INTRODUCTION The history of social networking Over the last few years, the Internet has extended with dominant applications such as video, online maps, multiplayer gaming, online news, blogs, instant messaging, e-commerce, VoIP (which includes peer to peer voice communication), podcasting, photo sharing, GPS services and a lot of other conditions have entered into the vocabulary as these services became accepted with people who use them. As the Internet came out with more and more complicated services, encouraged entrepreneurs brought many of these services together into sites that intended to join people. With such widespread use, it was only natural then that people began using the Internet as more than just a means of seeking information. People found that the Internet could be used to connect with other people, whether for business or commercial purpose, and also to make new friends and to renew old friends and long lost connections. The social networking revolution was born. Today, social networking sites form the mass of most lists of highly valued Internet companies. This is because just about everyone who uses the Internet is a member of...
Words: 2318 - Pages: 10
...Abstract Social Media is one of the most popular ways of commutating around the world today; it has connected people like nothing we have ever seen. Social media is a relatively inexpensive platform for business and organizations. Because so many people use social media many people will use social media to promote themselves such as singers, actors, and all types of businesses. Technology is everything social media marketing has become a major instrument in organizations’ marketing strategies. The development of many social networks such as Facebook, Twitter, and Insta-gram there are so many avenues available for companies to advertise their products and services. Discuss the four (4) components of a legally astute social media-marketing manager who utilizes social media outlets for consumer transactions and how each component can mitigate the risk involved in doing business in cyberspace. Because of social media, there are many ways a consumer can utilize data and shop. For example, anyone can negotiate contracts to build trust and relational governance techniques. The company must protect and constantly enhance all of their technology, because of online contracts. Companies offer different options for the consumers’ transactions such as a secure web page. Also they leave traditional methods of payment as well; check money, order, etc. this creates job opportunities. Some characteristics of a media-marketing manager would include an acceptance of how important the law is...
Words: 1454 - Pages: 6
...This essay will explain the difference between marketing in the Business and Healthcare industry by discussing the key aspects and impacts of the external environment with each industry. I will develop and address the issues presented by customers want and needs in aspect of the healthcare professional and debate the need for marketing in the hospitals versus clinics. As a healthcare provider of a clinic, explanation will be given to differentiate the advantages of my clinic of choice versus other clinics. Marketing and business development in the business industry are processes of cultivating ongoing relationships that lead to deep trust and long-term value-exchange between the business and their stakeholders to develop and maintain purpose-based relationships. Marketing is all about putting customers/patients at the heart of the business and responding to their needs and wants toward implementing a mission and goal. In a challenging economic climate, the customer needs to trust that the product offers something unique in terms of style, quality and sustainability - these all derive from strategic planning. Business ethics can be powerful marketing tool and should form a key part of your marketing strategy when combined with the quality and style of the product. Dell Computer is a great example of bold and daring marketing that has endured. When the computer industry was employing nothing but conventional wisdom and selling through complicated and profit-draining distribution...
Words: 1235 - Pages: 5
...Effect of Social Media Marketing to the Choice and Preference of 4th year BSBA students of LSPU in Buying a Products or Services Chapter 1 The Problem and It’s Background Abstract This study examined the effectiveness of social media marketing. With the increased speed and technological implications of the Internet, this study aimed to determine the effect of social media marketing to the choice and preference of 4th year BSBA students of LSPU in buying a products or services. This may provide a clear picture of the online behavior of the 4th year BSBA students of LSPU and analyses the way they use the Social Media in their everyday life, and the effect it has on their decision-making process, particularly in the decision on buying a product or services.. This study also examined social media’s effect in an organization regarding reputation and innovation. Data are collected by means of survey questionnaires to the 4th year BSBA university students. Through data analysis and percentages, the researcher found that the 4th year BSBA students of LSPU want organizations to interact with them through social media. The study also shows that the majority of the 4th year BSBA students consider organizations using social media as innovative and that the use of social media can improve an organization’s reputation. Introduction The aim of this thesis is to further the understanding of consumer responses to marketing in social media. The rise of social media over the past decade...
Words: 3475 - Pages: 14
...Running head: SOCIAL MEDIA Social Media: Managing it from a Legal Perspective Angela Leon Professor Daniel Smith LEG100-Business Law I February 2, 2013 Social Media: Managing it from a Legal Perspective Discuss the four (4) components of a legally astute social media marketing manager who utilizes social media outlets for consumer transactions and how each component can mitigate the risk involved in doing business in cyberspace. The four characteristics of a legally astute manager, include an acceptance of how important the law is to the success of the organization, a proactive attitude toward legal issues and regulations the ability to use informed judgment when faced with decisions involving legal implications, and having the knowledge of specific laws, regulations, tools and resources. A social media marketing manager must be specific in these qualifications due to the fairly new concept of social media when comparing it to other avenues of marketing like television, print and radio. It is important for a social media marketing manager to understand the current laws that affect his company in regards to customer privacy, data mining, taxation and interstate commerce. This manager must take responsibility in understanding and following the various regulations involving his specific industry. This responsibility will be characterized by taking a proactive approach in conducting researching, working with the business's legal department...
Words: 1268 - Pages: 6
...Social Media Marketing: Getting the Point Across Walter Williams Strayer University Introduction In an age where technology is everything social media marketing has become a major instrument in organizations’ advertising strategies. With the development of several social networks such as Facebook, Twitter, and Instagram there are so many avenues available for companies to advertise their products and services. In this paper I will be discussing why the use of social media marketing has increased dramatically for businesses, the advantages and disadvantages of social media marketing for entrepreneurs, how Pepsi has gain an edge with customer insight with the use of social media marketing, the impact that social media marketing will have over the next decade, and the skills need to take advantages of social media marketing. I will also provide two businesses that use social media marketing and how their use allows them to gain an edge on competition. Social Media Marketing Today Social media marketing has experienced a large increase over the last couple years. An overwhelming 94 percent of marketers, when surveyed, stated they employ social media marketing in their advertising (Stelzner, p. 10). Although, according to Stelzner, this number dropped 7% from the previous year, social media marketing is still highly beneficial to a vast majority of businesses. Influencing the power of content and social media marketing can help increase customer fan base and audience...
Words: 2504 - Pages: 11
...SAMPLE ANSWER 01 CAM CAM Diploma Marketing and Consumer Behaviour December 2010 Contents Task 1: Marketing Principles Task 2: Communication Task 3: Communication, Advertising and Media Task 4: Consumer Behaviour Task 5: Channel Behaviour Appendices: Background information to THE AGE Appendices to task 2 4 - 14 15 - 20 21 - 31 32 - 43 44 - 47 48 - 54 References 55 - 57 Task 1 Word count 1618 Marketing Planning Planning is an essential task to ensure THE AGE continues to be a market leader. Drummond et al (2005) suggest planning should be systematic and structured, and is required in order to adapt to the changing business environment. The corporate objectives are at the heart of the marketing planning process (Brassington et al, 2000). The marketing plan will contribute to the corporate plan by developing specific functional strategies and tactics to achieve the corporate objectives. Figure 1.1 demonstrates the process. THE AGEs corporate plan is ‘to build on profits from the previous year and continue to be Britain’s number one quality selling newspaper’. From this, the marketing plan could be ‘to increase the number of subscribers’. Marketing planning process diagram A common framework to use in the planning process is the SOSTAC model, see figure 1.2 Marketing planning process • • Situational Analysis – The first stage of the planning process is to look at where the THE AGE is now - Britain’s number one selling quality newspaper with...
Words: 8165 - Pages: 33
...SM Impacts on FR Industry & Strategies for FR to Capitalize SMM Tools In just a few short years, social media (SM) has revolutionized the way people share information and communicate with each other, which turns the conversations into 140-word limited blips and makes e-mails, seemed outdated. While social media leaving its mark on commerce, fashion retailer (FR) industry no exception to adopt social media marketing (SMM) to positively influence consumers towards a website, company, brand, product, service, or a person. Social media marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service. (Melissa B. et al, 2008) Common social media marketing tools, including Facebook, Twitter, blogs, LinkedIn, YouTube and Flickr, etc. Due to the growing number of users as well as fashion consumers of these social media, there may have been tremendous and profound influence on fashion retailers as well as customers, whose tiny actions might spread like wildfire. Positive Impacts on Fashion Retailers First, social media can help fashion retailers to reach a large number of potential customers who immerse themselves in social media communities. Social media sites have the capability to reach large and targeted audience. According to a 2010 ExcatTarget report, companies active on Twitter are reaching nearly 11.5 million US consumers who use Twitter daily...
Words: 2196 - Pages: 9
...Social Media in Business: Recent and Future Trends Social Media in Business: Recent and Future Trends Taylor M. Smith Eastern New Mexico University Social Media in Business: Recent and Future Trends In today’s world, technology surrounds us. Our society is constantly evolving, and is ruled by technology. One of these technologies is social networking through social media. Social networking is becoming a part of everyday life for many people around the world. Social media sites such as Facebook, Twitter, and Linkdin are completely free and allow users to interact with other people across the globe in a matter of seconds. Although these sites may have been originally intended for personal use, individuals are not the only ones using social media sites to communicate with one another. Business, small and large, are also implementing social networking strategies and professional networking to access more potential customers. Social media allows businesses to reach out to their customers – for free. This interaction with customers via the Internet is known as social customer relationship management. Effective social CRM and social media use can be an indispensible marketing tool to a firm by helping to build customer relationships and loyalty, engage customers in conversations, and offer promos and discounts. These are just a few of the many benefits that social networking has to offer businesses and companies. To understand how social media can be beneficial for a...
Words: 2603 - Pages: 11
...Social Media By O’Dane Johnson LEG100 Business Law I Professor Ericka Harden Strayer University, FL 2014 Abstract According to Constant Contact’s 2011 Small Business Attitudes & Outlook Survey, 73% of small businesses & organizations have started using social media marketing and 62% of those not using it expect to start marketing through social media. (Inc., 2011) We are living in a world where technology is changing the way we live, entertain, communicate, interact and more so than ever before the way we do business. The most effective way that companies are promoting and marketing their business today is by means of social media. Social media is a great way to drive repeated business and to attract new customers. Social networks, like Facebook, Twitter, LinkedIn, and Pinterest are the places where social interactions occur more rapidly. In this article we will examine one of the world’s largest and well known social media that is used worldwide to promote and market their business, Facebook. We will look at the more suitable ADR that can be used to address issues that may arise. We will further analyze how the federal government controls the consumer transactions. This paper will further examine the agency relationship for utilizing Facebook for advertising. In conclusion we will look at the overall use and effect of using Facebook as a marketing medium. As social media continues to change and...
Words: 2457 - Pages: 10
...Social Media Technologies and Brand Loyalty | Abhishek Srivastava | Social Media Technologies and Brand Loyalty | Abhishek Srivastava Executive Summary The study deals with finding relation between social media technology and brand loyalty. Nature of the research is secondary. First the sudden explosion of data has been encountered in early sections. Various seminal research papers are undertaken as a part of the literature study, all of which point to one general trend, i.e. of rise of power in the hands of the consumer. Examples of various companies are cited which have embraced this change in the paradigm shift and have emerged on the top. Concept of “Brand Community” has also been discussed at length which is nothing but an entire ecological system that springs about a particular brand. Various models and frameworks have been suggested, some of which are Social Media Strategy Framework and various conceptual frameworks to substantiate the literature. As far as key findings are concerned, the most important is letting the customer adopt a more active role as against to a passive role. One of the ways in which this could be achieved by providing a free environment which encourages discussions and not to erect silos within an organisation. Many studies across the country such as that of Revlon India and Shoppers Stop is analysed. Case studies of Dr. Pepper and Nike are also presented to bring home the point of letting customers become collaborators. ...
Words: 9123 - Pages: 37
