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Chapter 2

This chapter reviews relevant literature and studies on social media marketing. It discusses that social media has become the dominant form of communication in the 21st century. In the Philippines, Facebook is the most popular platform followed by YouTube and TikTok. Social media can boost market research effectiveness by crowdsourcing ideas from customers. Social media marketing allows companies to build brand awareness and engage customers inexpensively by interacting on social networks. It provides a low-cost way for companies to introduce new products and services with a wide reach. Effective social media strategies depend on the corporate strategy and metrics are influenced by the social media approach.

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Ariane Jewel Espiritu
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54 views3 pages

Chapter 2

This chapter reviews relevant literature and studies on social media marketing. It discusses that social media has become the dominant form of communication in the 21st century. In the Philippines, Facebook is the most popular platform followed by YouTube and TikTok. Social media can boost market research effectiveness by crowdsourcing ideas from customers. Social media marketing allows companies to build brand awareness and engage customers inexpensively by interacting on social networks. It provides a low-cost way for companies to introduce new products and services with a wide reach. Effective social media strategies depend on the corporate strategy and metrics are influenced by the social media approach.

Uploaded by

Ariane Jewel Espiritu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Chapter II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the related literature and studies

after the thorough and in-depth search done by the researchers to

assess the need for further research.

Social Media Marketing

Various modes of communication have evolved and influenced


day-to-day living throughout history. Social media has become the
method of expression in the twenty-first century, allowing us to
communicate our beliefs, thoughts, and manner in an entirely new
way. During 2021, Facebook is reported as the most popular social
media platform among internet users in the Philippines, where
Youtube comes in second followed by Tiktok according to a
September Pulse Asia poll conducted via face-to-face interviews
of 2,400 respondents nationwide (Malig, 2021). It is undeniable
that social media may boost the effectiveness of market research
activities when marketers, for example, build up online
prediction markets may be used to crowdsource fresh ideas or mine
internet forums where customers can discuss on product designs
and provide suggestions for changes for already-existing items
(Hoffman & Fodor, 2010). SMM is a method of addressing brand
awareness, engagement, and word-of-mouth objectives by
interacting with or capturing the interest of present or
prospective clients via social media networks (Saravanakumar &
SuganthaLakshmi, 2012) and minimizes the cost of marketing
undertakings, as well as allowing one to reach a highly specific
target group (Wawrowski & Otola, 2020). Advertising items or
services on television, radio, or in movies is prohibitively
expensive. Promoting one's goods or services on social media, on
the other hand, creates realistic and acceptable costs. It is not
only effective, but also a low-cost method of introducing new
items, brands, or enterprises to the market. Furthermore, the
style of such a campaign has a particularly wide reach
(Wanniarachchi, 2020).
Social media platforms have evolved into an effective marketing
tool with numerous benefits for businesses (Iblasi et al., 2016).
However, there are significant distinctions amongst social
networks, and companies must select which platforms are the most
beneficial for them in terms of target audience, available
resources, and objectives (Iblasi et al., 2016). Metrics for
social and business actions are heavily influenced by the related
social media strategy, which is influenced by the corporate
strategy (Looy, 2022).

According to Social Media Marketing: A Strategic Approach,

several factors set social media marketing apart from traditional

marketing. The first distinction is between control and

distribution. Traditional marketing aims to control the content

viewed by the audience, whereas social media marketing emphasizes

audience participation while giving up control over most of the

information. Effective social media marketers can occasionally

affect what users say and think about their brand, but they

seldom have complete control over the conversation. The second

significant distinction is trust building; in order to construct

their image, businesses must develop trustworthy connections with

their target audience. In contrast to traditional advertising,

which is one-way: from company to potential customers, social

media marketing is two-way. In social media, trust is slow to


earn but very easy to lose (Social Media Marketing: A Strategic

Approach, n.d.).

Social Media Influencers

Companies are increasingly looking for power-users or people who

already have influence in the world of social media (Social Media

Marketing: A Strategic Approach, n.d.)

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