Discuss About The Commerce Involve The Use Of Social Media?
Social Electronic Commerce is a branch under the electronic commercial form of business, where the shopping is done on the online media and websites. As the very name suggests, the social Electronic Commerce involve the use of social media, which is used as a form to communicate in the forms of the e-commerce transactions. The concept of social E-Commerce was developed in 2005 by Yahoo where, online shopping was introduced. It was done on the basis of the rating that is generated by the users. The main purpose of the introduction of this concept is to raise the popularity of a brand and its product by sharing the review and opinion provided by the users (Hays et al., 2013). As the use of social media is believed to be one of the popular forms of spreading information, it has been used as a tool of marketing by many business organizations as a tool of management and reaching out to the target groups of customers.
One of the major advantages of use of social e-commerce is due to the fact that it can help a company to engage with their customers according to the social behavior and buying trends. From the point of view of the customer, this is advantage due to the fact that it can offer various forms of discounts and bonus points due to the fact that they are taking part in raising the popularity of the brand by involving themselves in online promotional activities. The customers are also been affected due to the fact that they are getting a good platform for discussing about the matters related to Feature and quality provided within a product. Hence, there by, they are able to get detailed information about the quality of a product and also understand its value by taking the opinion of other users.
According to Nakara et al., (2012), the shopping that is done through websites and e-commerce platform are mainly done on the basis of recommendation that are provided by the users of the social media. As the users provide good reviews and opinions about a particular brand, their popularity in the online websites are improved significantly. Online social users also get attracted to the particular brand as they get to know about the good reputation. It is important to mention that the scaling of the social e-commerce is involved in all forms of operational aspects. This is possible due to the fact that the evolution of social media platforms and ecommerce have occurred simultaneously. The progress of most social media platforms and e-commerce and also helped each other in promotional activities. Process of continuous development is involved in this case due to the fact that all the new features of a product are described in the social media platforms, which is meant for reaching out to the target group of customers.
The rise of popularity of e-commerce and social media platforms, the restaurant business are also taking its advantage to raise their popularity. The E-Commerce form of business is believed to be one of the effective tools that help to connect restaurant with the target group of customers. Due to the effective technological infrastructure in Australia, the use of the social media is popular due to the fact that, it is easily possible for all people to connect with the digital world. Almost all the popular restaurants in all over Australia use the tool of social media as an important part of the promotional activities. This is one of the effective tools that are used by the Australian restaurants to connect with all the food lovers in the society.
It is also important to mention in the contact that the use of social media in the form of social e-commerce comes with some negative impact. This is mainly due to the fact that social media platforms can be used by anyone to misuse and spread fake information about business organization thereby compromising its reputation within the society. It is thereby essential for all business organizations or restaurants to ensure that the misuse of the social media in the form of e-commerce business is being prevented.
The purpose of this project is to discuss about the advantages and negative aspects of use of social media platforms e commerce business of the Australian restaurant. With the growing popularity of the social media platform, Australian restaurants are using the same as a tool to improve upon their marketing campaigns. This current project will use the existing literature related to the application of social media as a tool of improving the popularity of e-commerce business. It will critically analyze all the aspects of the social media that are used in the modern forms of business. With the help of the analysis that will be done in the literature review, it will be possible to deal understand the overall impact of social media in the e-commerce forms of business.
The analysis that is done in the current project is of more importance due to the fact that it can help to suggest ways to improve the social media marketing strategies that are implemented by the Australian restaurants. The misuse of the social media as a source of spreading the false or fake information can also be prevented. The overall objectives of the project can be noted down as follows:
The social media marketing is one of the popular forms of promotional campaigns that are used by all the restaurants across Australia. With the rise in popularity of the digital marketing, the use of the platforms of social media is also increasing due to the fact that the companies are able to connect to large groups of people. This brings about of plenty of scope and opportunities for the companies to able to expand in new domains. Many new restaurants are also initiating their business exclusively through the help of the digital platforms. The online forums in the social media are allowing the scope for the audience to discuss about the taste and quality of food that are sold in each of the restaurants.There are also new forms of recipes and new food that are being introduced by the restaurants.
In the given context, the scope of the current report is to explore the opportunities of the application of the social media that in the ecommerce forms of business in the Australian restaurant industry. The scope of the project also includes discussion about the advantages that have been gained by the Australian restaurants with the application of the social media in the e-commerce forms of business. The project scope also includes detailed discussions about the matters related to the negative aspects and issues encountered due to the application of the social media platforms in the restaurantsbusiness. For conducting the literature review, all the relevant peer-reviewed journal articles will be chosen that were published on and after the year 2010.
As mentioned byMinazzi (2015), the type of electronic Commerce that uses social media to promote the process of online transactions and be defined as social e-commerce. All forms of social media tools used for this purpose in order to improve the experience of online shopping with the help of online forum and communities. This concept of social Electronic Commerce has been introduced to encourage the users to do their shopping with the help of online platforms. The concepts related to the social shopping are also enhanced with the help of the social e-commerce.
On the other hand,Dong-Hun (2010), has mentioned that the use of social commerce is quite different from that of social shopping. Social commerce mainly involved collaboration of online vendor and the concept of social shopping is meant to describe the virtual online groups that are formed by online Shoppers. Nevertheless, it can be said that with the rise of digital technology in the 21st century, the online shopping E-Commerce business flourished in all parts of the society. It is essential in this context for all forms of business to have special policy is related to social media marketing, which encourages all forms of social shopping and social e-commerce.
The social commerce is mainly defined as a small subsection of the e-commerce, where business communication is mainly made with the help of social media platforms. The proper definition of social Electronic Commerce consists of the properties of social media marketing, which includes word of mouth and all types of buying advice that can be obtained by the user, before they make decision of buying certain products. It is relevant to mention in a context that all the ideas of social commerce involve the concept of community interaction and participation that is believed to be the socio-economic impact on e-commerce business (Kim et al., 2915).
It is important for all business organization to clearly understand the proper meaning and definition of social Electronic Commerce, along with its impact in order to understand its relevance and importance in the context of the modern days.
As mentioned in the research paper ofHuang and Benyoucef (2013), with the rise in popularity all forms of social media platforms including Face book and Twitter, it has provided opportunities for new types of Business models on marketing strategies that can be implemented by all scale of business management. The use of 2.0 of the social media technology is used in the context of the social media. The social media platforms also provided opportunities for all categories of entrepreneurs to easily communicate with the consumer market and profile details about their business product or service.
According to the survey done byLiang and Turban (2011), in their research work, it has been found that 54% of younger generation population has the tendency of taking picture of their food while eating in a restaurant. Most of them have the tendency to post those pictures along with their reviews in various social media platforms. It is important to mention in this context that different types of foods are an important part of the Australian culture. Popularity of social media in the current days among the population of Australiais helping in the promotional activities of all types of restaurants. Liang et al.,(2011), have mentioned the term about social capital, which is one of the important components of the social media marketing or the social e-commerce practice. The Social capital is a network that is formed between people who are active users of the social media. Nice people are sharing pictures and reviews of the quality of food they are eating in the restaurant, it is helping other people in the social media platforms to get aware about the quality of food that is being obtained from the restaurants. With the help of the positive reviews of a published in online social media platforms, it is possible to attract all food lovers by developing a sense of interest in them about the delicious taste of a food. The social media can also be used as a tool of word of mouth value, which is believed to be one of the effective techniques to market the value of the restaurant.
It is also possible for the food critic and bloggers to provide their opinions about the quality and the taste of any particular food in a restaurant, which can be used as a popular tool of marketing. The social media can also be a platform, where popular personalities and celebrities can express upon their opinion. This is one of the effective tools that can be used by restaurants to improve upon their reputation and attract the public. The messages that are being sent by the popular personalities through social media platforms can help to form a level of trust among the food lovers about the quality and taste of food (Hughes &Beukes, 2012).
All the major restaurants in Australia have their dedicated page in every social media platforms, which can be used by the restaurant visitors to provide their opinions and reviews about the kind of quality or taste of food. It can also help the restaurant to improve upon the quality of the service and bring about necessary changes from the opinions that are being provided by the visitors.
From the findings ofLi et al., (2013), it is evident that at an interval of 28 seconds an Australian restaurant are being tagged on Integra, which is also one of the popularly used social media applications for the food lovers. This post on the social media platforms are able to drive up to 87% of the sales of all types of restaurants in the social media. Another finding in the research paper ofLu et al., (2010), suggest that Australian bars and restaurants, which are active in the social media platforms have 20% more sales compared to those, who are not active in the same. It is also believed about the fact that Australian restaurants, which are not using social media platforms like Instagram, are currently declining 10% of their sales that could have been increased with the strategies of social media marketing. The survey done among the Australian food lovers have given the result that 71% of the consumers uses the information and feedbacks from the social media platforms to decide upon the restaurant that they want to chose as the destination of hangouts with friends and families (Afrasiabi Rad &Benyoucef, 2011).
It can be also said that in the current scenario less than half of the brands under the hospitality industry in Australia are actively using the social media as a part of their business promotional strategies. Hence, it is evident from the fact that the opportunities that are involved with the use of social media and not yet been explored by most of the restaurants in Australia. With the help of the use of the social media in the e-commerce forms of business, it is possible for the restaurants to form a meaningful and healthy relationship with the consumers.
Kim et al.,(2013), have mentioned about the fact that the employees of a restaurant can also act as a major influence of the social electronic commerce business. The information that is shared by the employees of the restaurant plays a significant part in the development of the business and thereby able to attract the gu
According toYadav et al., (2013), the adaptation of social media in the restaurant business of Australian industry is primarily aimed to improve the communication of the business with the consumers. The marketing strategy getting pregnant with the help of social media platforms helps to create a positive emotional impact on the minds of the customers. With the help of the available resources, it is applicable to create positive implications that are achieved through the help of most advanced forms of marketing strategies. According to the opinion that are provided by the market investors and strategy makers, the investment in the social media marketing by the restaurant can help to improve help to reduce the overall expenditure that are spend by the restaurants in the forms of traditional marketing activities. This can be viewed as a major decisions as the ways to improve upon the business communication strategy.
In many cases it has been seen that the competitive advantage that are gained by the restaurant depends upon the policies that the implement in social media marketing. With the popularity of the food based social media applications like Zomato, it is possible for all Restaurants in Australia to provide details about the food in their menu and the pricing along with other detail information for public domain. These types of mobile applications are specially designed to provide Information and reviews about different types of restaurant as a form of social media platform. The designer of application uses separate software to ensure that users can get the restaurant of their choice according to the cuisines and the ratings that are provided by the users. With further development, these food based applications can also help the users to get the exact location of a restaurant. This can be possible with the integration of the GPS that are found in all types of smart phones.
According toChiemeke and Evwiekpaefe (2011), with the use of the social media in the business of restaurant, it can provide them with the opportunity of recovering of any reputational damage that is caused due to poor food and service quality.
Application of social media marketing involves several levels of complexities and innovation.He et al., (2013), have suggested about the research framework that can be implied in practice to make use of effective social media marketing strategies. There are 6 elements that are used as a part of the research framework of social media marketing policies.
The primary elements include social networking media, which is possible due to the fact that large number of people in the Australian population is able to connect with each other with the help of social media. This makes it possible for the restaurant owners of Australia take the advantage of social networking and use its attribute in social commerce. The different types of websites like food blogger and social media network are mainly used in this context.
It is important for the restaurants to ensure that the messages that are being sent through the social media website do have some commercial intentions, which can help in the development of a restaurant business. The commercial activities that are carried out with the help of social media can help to improve upon the market popularity of a restaurant. It is also possible to deal with the activities related to the promotional strategies that can help in the purpose of dealing with the restaurant business. Customer relationship management is one of the major commercial activities that can be achieved with the help of social media. It is also possible to enhance the process of recruitment in various hospitality industries with the help of social media platforms. The restaurant can communicate with the interested candidates, who are looking forward for a job in the hospitality sector. The marketing that is done with the help of the social media is done by highlighting upon the central issues or themes that are related to the marketing research activities.
It is also important to use effective research method for the deployment of the social media marketing strategies. It is relevant to mention in the context that there are certain strengths and limitation of individual marketing research methods that are being employed. Hence, it is essential for the marketing experts to evaluate the research methods depending upon the intention of marketing actives (Sigala et al., 2012).
Research theories that are relevant to the social media marketing are implied by the restaurants to deal with the overall activities involved in the business. There are certain motivational theories that are used as part of social commerce for the restaurant business. Finally, in the steps of outcomes, it is possible to decide upon the consequence of the social media marketing and its impact over the hospitality industry.
With rise in popularity of the social media networks that has ultimately lead to social media marketing, there are certain social issues that are encountered by most of the business organizations. The major limitation of social media marketing that are used by the restaurant of Australia is that it is not possible to reach out or communicate to the part of the population, which are not habituated with the use of the digital gadgets. As mentioned byLee and Lee (2012), the security and privacy issues are one of the major limitations that are associated with the use of social commerce and social media marketing. It is relevant to mention in the context that with the social media platforms there are chances of spreading false and fake information it is possible to harm the reputation and brand image of an organization.
The security concerns is one of the major factors in this context due to the fact that according to the research done byNakara et al., (2012), it was found that 55% of the social media users are not comfortable in the fear of misuse of the personal information that are used in the social media platforms. The images of food and the restaurants that are used to attract the guests can often be misleading.
The messages that are sprayed with the help of social media marketing of Australian restaurant, develops consumer impulsive behavior. This can lead to irrational by tendency of the customers, thereby forcing them to buy poor and unhygienic food from the restaurants. One of the major issues that are associated with the use of social media is due to the fact that it is not possible for the restaurant to directly communicate with the target groups. There is a huge chance that the message that is being delivered through social commerce may reach out to unwanted audience, which can ultimately result in the loss of the social media resources (Dong-Hun, 2010).
The challenges related to network issues can also hamper upon the rates of the social media marketing process. Due to the fact that in many remote areas of Australia it is not possible for the people to use the digital gadgets, social media marketing may not be the most effective forms of promotional activities. The content are Used in the social media marketing strategies of restaurants has to be effective and impact. Hence, it is important for all restaurants to use effective content which can be a major challenge in many occasions. Not having the ability to produce effective content that can be published in the social media can increase the chance of losing competitive advantages.
The existing literature of Have explained in details about the opportunities and advantages of use of social commerce in Australian restaurant business. Few of the challenges and drawbacks of the social commerce are also mentioned. Nevertheless, the major gap in the existing literature is due to the fact that it has not described about the intervention measures that can be adopted by the Australian restaurant industry in order to prevent the misuse and problems associated with social Electronic Commerce. The major challenges and its impact are also not described in details. The review section has also omitted detailed analysis of the infrastructure that is needed to implement social media marketing strategies in practice.
Conclusion
In the concluding note, it can be said that the application of social media and social media marketing has helped to expand the restaurant industry of Australia. With the growing popularity of social media, it is believed to be one of the effective tools that can be used as a tool of business to customer communication. This can be helped to deal with most of the challenges that are associated with the poor forms of reputation in the restaurant business
It is essential for the future researchers to focus upon the intervention techniques, which is necessary to deal with the challenges that exist due to the usage of the social commerce in the forms of e-commerce business. This can help to improve upon the brand values and market reputation of the restaurants. From the literature review, it is clear that the restaurants, which are using the social media, have a clear competitive advantage.
Reference
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