The rise and progress of information communication and technology has encompassed all spheres of our lives. Similar is the case in respect of businesses which have started using technological means in a large scale to promote and advertise their manufactured goods and services (Armstrong et al. 2015). The companies and firms at present have drifted away from their traditional manners of operating businesses by opening physical stores, offices and establishments, branches and regional centres to a form of operation that exists in the virtual world. This has given rise to electronic or e businesses around the globe. Apart from this, it has been observed that the promotional and advertising campaigns that were previously confined to newspapers, billboards and televised ads have now been taken over by online advertisements, pop up ads and promotion and advertising in social networking sites (Kumar 2015). The social media is privileged with a much wider reach in comparison to the traditional media. The barriers of space, time and geographical boundaries does not affect the reach of social media which exists in the virtual world (Erragcha and Romdhane 2014).
In the present times, where technology rules our lives, social networking sites provide a platform for businesses to market the products and services to their customers in an extended manner. Businesses have to adopt new approaches, methods and tools to communicate their marketing messages to the intended target customers so that their business motives are not hampered. This is more important and essential for businesses trying to achieve a competitive advantage (Tuten and Solomon 2014). This paper studies existing work on the development and use of social media marketing practices by businesses. It also tries to understand the various key concepts, terminologies and methods of study undertaken in the various papers and journals reviewed to understand and draw a conceptual framework to undertake the proposed study.
The aims of this proposed review are:
In the practices of marketing, there has been the occurrence of many changes due to the emergence of the Web technologies or Internet. Traditional marketing practices have been combined with the use of internet or online media networks to reach a widely spread customer base (Lipsman et al. 2012). Tim O’Reilly coined the term Web 2.0 in 2005 and it is under use since then. According to the definition of Constantinides and Fountain (2008, p. 232) Web 2.0 can be explained as a technology based medium where there is an assortment of interactive, open-source and online applications that are user-controlled, which expands the knowledge, experiences and power of market. In such an interactive platform, it is the users who are considered as participants in corporate and social processes (Tsimonis and Dimitriadis 2014). Such virtual interactive platform supports the conception of networks comprising of informal users and facilitate the drift of messages or communication. Such messages consist of ideas, thoughts and knowledge. The users are thus allowed to generate, distribute, transfer and even edit their contents. The evolution of web technologies have provided the businesses new opportunities to connect with the markets, acquire information about customer needs as well as direct interaction with the customers paving a way for two-way communication network (De Vries, Gensler and Leeflang 2012.).
The concept of marketing refers to the functions carried out by a company or firm which are associated with purchasing and retailing a product or service. It also includes the activities of advertising, selling and delivering products to the target customers of the firm or company (Kotler et al. 2017). The marketing team of employees of a company tries to attract the targeted customer base by using distinct strategies and policies to convey information about products and services to the desired customers. The firms and companies also maintain a specific budget to spend on marketing campaigns. Empirical studies have proved that there has been a steady rise in the marketing budget allotments of companies especially the budget for the marketing strategies which are used in the social media network. This also underlines the fact that businesses today are striving their best to establish an ‘online presence’ too in order to have a wider reach. (Lipsman et al. 2012)
A marketing strategy consists of the entire plan of events and activities meant to promote a particular product or service to the customers (McDonald and Wilson, 2016). The fundamental goal of marketing strategy is to increase sales and achieve a sustainable competitive advantage. The concept of sustainable competitive advantage refers to the capacity of a firm or company that provides it an edge over its competitors.
Social media refers to all those forms of channels of information sharing networks which are connected to each other through the world wide web or Web 2.0 (Scott 2015). These platforms operate using the web based technologies through the computer and telecommunication networks and create interactive virtual networks for exchange of ideas, communication and information among communities, groups and individuals (Rodrigues, Sarabdeen & Balasubramanian, 2016). Examples of social media are- Twitter, Facebook, Instagram, Snapchat, Google+, Wechat, Youtube, Whatsapp and Viber.
The marketing techniques employed by firms and companies to market their products and services in the virtual world by using web based technologies are known as digital marketing. Similarly with the growing engagement of people in social media platforms companies are also pushed to make their presence felt in these networking sites (Rathore and Ilavarasan 2016). It is for this reason the companies use social media marketing techniques to have a wider reach.
While considering the recent virtual media of communication, it can be found that there are numerous social media networking services. These services virtually connect people with each other. In this modern domain of social media, the widely used networking sites are Facebook, Youtube, Twitter, Instagram, Flickr, LinkedIn and Snapchat. However, according to Malthouse et al. (2013), Facebook, YouTube and Twitter are the widely used communicative platform for marketing purposes.
The transformation of consumer behaviour has compelled the firms and companies to pause, revisit and reframe their marketing strategies in context of the digital domain. This has shifted the focus of most researches more on the customers than on the firms (Laroche, Habibi and Richard 2013). This study espouses the standpoint of an organization to simplify the empathy of digital marketing and social media usage, comprising of the assistances and inhibitors. The second generation of internet-based platforms boost advertising exertions by permitting businesses to contrivance ground-breaking procedures of message and co-create facts with their clients (Tiago and Veríssimo 2014).
Social Media has a very significant role in furnishing the information to the consumers in much a faster pace which leads them to decision making. Hence, the present study was designed to study the impact of social media and its role in marketing.
An important subject being considered in social media as a promotion tool is Virtual Brand Communities (VBC). VBC can be defined as a group of consumers occurring via the internet who have the same interest in a product. It has been proved when a member of such a group is trusts the VBC that they are part of, it increases their participation in it. Customers who develop a positive participation experience eventually become more loyal to the brand. The aspect of trust and security are the major factors affecting consumer’s behaviour towards the social platforms (Boateng and Okoe 2015). The study done by Casaló, Favián and Guinalíu (2008) establishes the controlling way that VBC and an online communication channel between clients can have on their purchasing behaviour. Studies also found that within these VBCs many new forms of social communications are taking place such as Electronic Consumer to Consumer Interaction (eCCI), which are communications between clients of e-services (Georgi and Mink 2012).
Paquette in his paper tries to study the use of various social media networks as distinct tool of marketers to reach their target audience. The paper examines existing work of literature that emphases on a retailer’s expansion and use of social media as an allowance of their promotion approach.
The study conducted by Ashley and Tuten used the method of content analysis of the creative strategies used in content of social media by some top brands. The results reveal which channels are used, which creative strategies are used and how these methods help relate to consumer engagement. Previous studies conducted in this field suggested that brands need to focus on maintaining a steady presence in all social networks with fresh and frequent media content (Trainor et al. 2014). They must also include in such contents special offers or incentives for increasing consumer participation. In addition to this the study also highlighted the need for several creative methods and strategies which were experiential and exclusive associated with customer engagement and brand building. The research method of content analysis was adopted to conduct the study. The limitation of this study was the reliance on two lists of names of brands that were identi?ed as the best performers in social media. Thousands of brands are using social media to communicate with customers and this study does not incorporate most of them or even a representative sample of them.
Ublova in another paper tries to study the use of various social media networks as distinct tool of marketers to reach their target audience. The paper examines existing work of literature that emphases on the development of retailers and usage of social media as the allowance of their advertising approach especially in relation to consumers in the fashion industry.
The impact of social media on brand equity of customers with a case study of Jordanian mobile services showed how social marketing is used as a means to build the brand image (Zahoor and Qureshi 2017). A concrete relationship has been established between brand equity and social media through the social media. The meaning of social media was specified as the association of media and social communication in which people share and discuss data (Hennig-Thurau, Hofacker and Bloching 2013). From the study, it can be highlighted that the usage of Facebook and social media marketing creates an effective branding opportunity. The study enclosed diverse grounds of social media marketing: Online communication, Interaction, sharing of content, accessibility and credibility. It also highlighted the relation between social marketing and brand equity, which attracts new clients to the firm. The discussion engulfs the importance of reminding clients about organization and working as an emotive tie to the firm (Ublova 2015).
The use of social media tool of marketing is the final stage of a continuous strategic effort on the part of businesses to improve the quality of product or service and the organization. This can be explained with the help of a e-marketing pyramid which represents the relationship between an e marketing strategy with the rest of the marketing process (Constantinides 2014). There are four levels of the pyramid and social media is at the tip of the structure. The four levels of the pyramid are: 1. Product or Service
E marketing pyramid
(Source: created by author)
The above diagram represents the visual presentation of the conceptual framework to proceed in the direction of the research. It represents marketing and the evolution and use of digital marketing due to the rise of web technologies along with traditional marketing practices. The result of the use of social marketing gives the marketer the advantages of catering to a widely dispersed customer base. It also helps in building the brand image and modifying customer behavior to attract purchasing decisions.
The social media websites are portrayed in seven blocks of functionality according to the Honeycomb model of Smith. They are- identity, conversation, sharing, presence, relationships, reputation and groups. Each of these blocks allows understanding the structure of social media websites based on various opportunities it provides to the users. This study aims to have an understanding of the functions of social networks and their role in social media marketing. The building blocks are mutually inclusive and all social media sites do not comprise of it. These actually represent the constructs which helps in understanding how several levels of functionality of social media can be estimated.
The use of customer-orientation based technologies, like CRM and social media, help firms to support and give birth to the development of strong relationships with. Researchers hold the view that the real value of customer-oriented technologies is associated with the manner in which the orientation processes of customers utilize the necessary information. They use such information provided by orientation platforms to enhance customer experience. This eventually leads to improvement of the sales performance as it enables firms to tailor the products and services they offer according to customer needs (Alkhowaiter 2016). Past studies depict that the process of customer orientation is positively associated with the performance of the firm.
The table below represents few chosen articles published in journals and books in order to conduct the study on how the marketing techniques of using social media can help businesses. The first column of the table represents the name of authors, the second column represents the name of the article and the third column represents the total number of citations in Google scholar for the articles.
|
References |
Articles |
Goolge schoalar citations |
|
Husain, S., Ghufran, A., and Chaubey, D. S. 2016 |
Relevance of social media in marketing and advertising. |
96 |
|
Ashley and Tuten 2015 |
Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement |
147 |
|
Schivinski, B. and Dabrowski, D. 2015 |
The impact of brand communication on brand equity through Facebook |
61 |
|
De Vries, Gensler and Leeflang 2012 |
Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing |
82 |
|
Erragcha and Romdhane 2014 |
New faces of marketing in the era of the web: from marketing 1.0 to marketing 3.0 |
14 |
|
Hajli 2014 |
A study of the impact of social media on consumers |
139 |
|
Luo and Zhang 2013 |
How do consumer buzz and traffic in social media marketing predict the value of the firm? |
67 |
|
Lipsman et al. 2012 |
The power of ‘like’. How brands reach (and influence) fans through social-media marketing |
20 |
|
Tuten and Solomon 2014 |
Social media marketing. |
242 |
This research paper has adopted quantitative research method for investigating the impact of brand communication through Facebook on Brand Equity. The research has clearly denoted the dependent and independent variables for gaining exact research outcome. The aim of the research paper is to explore the impact of brand communication on brand equity through Facebook. Therefore, this research paper has chosen independent variable as brand communication through Facebook and dependent variable as brand equity. Moreover, the research paper has established effective relationship between the independent variable and dependent variable for getting authentic research result. Moreover, the dependent variable has been changed throughout the overall research study through experimental manipulation of the independent variable. The research study has also framed a conceptual framework and set of hypothesis for identifying proper linkage between the brand communication through social media channels and brand equity (Schivinski and Dabrowski 2015). Proper evaluation of such hypotheses has actually provided accurate research result.
The research has been conducted by arranging survey method for collecting authentic information about the impact of brand communication through Facebook on brand equity. In order to specifically conduct the research, the research paper has specifically focused on three industries namely non-alcoholic beverages, clothing and mobile network providers. The industry selection for this research paper was based on relevance and variance criteria. Moreover, the research paper has chosen some consumers from all of these industries as research respondents for analyzing the differing impact of brand communication on their brand equity through Facebook. The information collected from these selected respondents will provide accurate information regarding the impact of social media on their purchasing intension. Such information has in turn evaluated the impact of brand communication on brand equity through Facebook. Moreover, the information collected from the sample respondents is actually first hand data without having any manipulation. Therefore, it has provided all useful and authentic information about the impact of social media marketing.
Finally, the collected information from the respondents has been analyzed through reflective measurement. Moreover, Cronbach’s alpha and confirmatory factor analysis (CFA) has been used for analyzing the reliability and validity of the collected data.
Quantitative research has assisted this research paper to measure and analyze the data in more detailed manner. The information collected from the selected respondents has built effective relationship between the independent variable and dependent variable. Moreover, such effective relationship has been built upon detailed investigation of independent and dependent variables. The quantitative analysis has led to more objectivity in the data analysis and findings of the research paper. Therefore, quantitative research method has provided more accuracy in the ultimate research result. In addition, quantitative research has also been employed in testing the hypotheses in the research experiment. This method has the ability to measure the data using statistical process.
Quantitative method has led to broader study of the research topic, which has involved greater numbers of subjects. Therefore, quantitative method has driven more generalization of the research of the independent and dependent variables. In this way, the generalization of the research variables has extracted exact outcome about the research study. Furthermore, the quantitative method has also looked closely at the relationship between the brand communication through Facebook and brand community. Therefore, it has established cause and effect relationship among these two research variables in highly controlled circumstances. The research method has also enabled evaluation of multiple dataset and hypotheses more accurately and faster for getting accurate research result (Schivinski and Dabrowski 2015).
In quantitative research method, it was also possible to make clear documentation regarding the application and content of the survey instruments. Therefore, it was quite easy for assessing the validity of findings. Utilization of quantitative research has also led to summarization of vast sources of information. In this way, it has assisted in comparison of information across the categories and over time. Such comparison has extracted accurate and authentic research result through cross verifying different information collected from different types of respondents. In this way, personal biases in the information have been avoided through the gaps between the participating subjects and utilization of computational techniques. Moreover, the standardized approached used in the research method has permitted the research study to be replicated in different areas having production of comparable findings. Furthermore, in this research method, it was also possible to keep control on the extraneous variables, which might have impact on the research towards misleading interpretation of casualty. Apart from that, the probabilistic prediction and inference has permitted in sound implementation and rigorous assessment of research hypotheses.
The prime limitation of quantitative method was lack of detailed observation. Moreover, the context of detailed observation has been ignored in this research method. Oftentimes, quantitative method does not investigate the matter in natural settings. Moreover, it does not also discuss the meanings of things for different observations as the qualitative research does. Therefore, such limitation can hamper the quality of the research result. Furthermore, the quantitative research also required large sample population for enhancing the accuracy of the research result. Gathering such wide sample population was too costly for the research study. Furthermore, biased nature of the information collected from the selected respondents can lead to misleading research result, which can hamper the quality of the ultimate research outcome.
Development of standard questions can also lead to structural biases and false representation, which can avoid the participating subjects of the research study and hamper the quality of the research outcome. Quantitative method has also limitation in regards to its flexibilities. Moreover, the method is inflexible to modify its instruments once the study begins. Furthermore, the administration of unstructured questions often leads to unnatural situation, which can alienate the selected respondents.
In this article, the author has incorporated the findings from several case studies and therefore has used the qualitative case study method. From this article, it can be found that the author has tried to gather huge information from multiple real organizations and fetched the data from varying sources. Each of the sources can be referred to as the past data against the selected companies. The observations are extremely keen and accurate against the topic that has been selected. From this article, it can be said that the author used such data that provides factual information against the research topic. It can be understood that factual data helps in constructing accurate flow of information that increases the authenticity of a research. Similarly, in this empirical research article, author creates a concrete idea about the usage of social media (Husain, Ghufran and Chaubey 2016). There was no interview though the article provides descriptive analysis for each of the organizations.
The author has initially placed the information or findings in the form of data. These data construct the base of factual information. It can also be said that information is affluent from varying sources and from varying years of publications. Critical analysis is even though missing in the article and therefore it can be said that author tried to place direct response against each of the sources without any contradiction. Argument is lacking in the article, however accurate information limits the biasness and generates authenticity. It can also be said that industry reports are used in the article along with core factual data from real organizations so that relevance is justified.
Descriptive analysis with positivism research method is quite prominent in the article. Since data with digits and facts are presented, hence it can be said that positivism research philosophy is followed in the research. On the other hand, deductive research approach is prominent in the research as each of the industries and organizations are described efficiently. Considering research strategy, it can be said that case study has been selected by author so that secondary data is gathered from varying sources. Data from multiple sources has helped in gathering ideas from varying perspectives so that the main topic is justified at the best. Finally, it can be said that the author has used descriptive data analysis method and this has finally helped in presenting social media approach in three distinct strategies.
The topic of the research is “Relevance of Social Media in Marketing and Advertising” which indicates there cannot be any particular organization or industry. Therefore, the author has selected the right methodology for collecting data, which is secondary. Eventually, the author has able to collect data from internet based sources and researches that has been previously done by other researchers. Based on the secondary data and some information available on the websites, the author has tried to establish a concrete research through descriptive analysis. The main source of data has been found to be from case studies. These case studies were mostly empirical researches previously done by other scholars. Therefore, considering the main research topic, secondary data collection and descriptive data analysis has been accurate however since there was no objective, hence linking with research objectives were not provided (Husain, Ghufran and Chaubey 2016). As a result, the recommendation was not clear about the use of social media for further research scope. Also, it can be said that using secondary method, author got the freedom to analyse data from various perspectives to quantify the outcome in a directed way.
Even though the author has tried to analyse the collected information thoroughly, still there are several laggings. From the very beginning, in the introduction section, the author has failed to quantify and highlight the main research objectives. From the introduction, itself author has started to place information. Therefore, it can be said that there are massive issues in proper structuring the empirical article. On the other hand, there is no specification of research variable such as independent or dependent factors. Eventually, there is no hypothesis testing and the conclusion is not concrete. In the literature review section, the author has failed to discuss about the research concepts and models. For a good empirical research article, a researcher needs to initially discuss the theories, concepts, models and ideas pertaining to the research topic. However, in this research the author has predominantly tried to gather information and facts without relating with research theory. Also, the researcher did not discuss about methodology that has been used. One must understand that descriptive analysis has been done by the author. At many places, it is clear that the author tried to use own words and assumptions from limited findings. The sources that have been used in the research can be considered quite old. This is because the article was published in the year 2016 and the author must be included information not before year 2012. Therefore, overall it can be said that the research article is only providing data, facts, figures and information from historical sources, which might be not accurate for the recent era.
Conclusion:
While concluding, it can be said that enterprises are becoming extremely beneficial especially while promoting their services in virtual platform. The usage of social media platform is not only cost reductive but also the most convenient medium to reach out to consumers. On the other hand, the communication fluency has established the mutual trust and acceptance between clients and firms, which has resulted enhanced response towards brand equity and brand value. Web 2.0 while being in active from the last 3 years, has been the most fluid form of virtual communication as this has opened the scope of communication with remote devices, which are integrated with real time trafficking with official website. This smooth exchange of information has resulted in better communication and business outcome.
The benefits of social media for businesses can be explained in the following manner:
Gain valuable customer insights: The social media platforms are very helpful to understand the customers, whom a business caters ultimately. Social media provides a valuable storehouse of information specifically, because the data illustrates the feedback the current customers are sharing among each other and also with the potential customers. The information also explains which aspect of a product or service they are talking about or what is the product they are taking about as well as the channel through which they are communicating (Hajli, 2014).
Increase brand awareness and loyalty: Social media marketing can help create awareness and improve brand presence. This will lead to the growth of business as well as strengthen customer relationships. Such strong customer relationships result in the customers having a loyalty towards the brand.
Run targeted ads with real-time results: targeted ads refer to advertisements targeted to a specific target customer base which have the greatest possibility of buying the products. Real-time advertising with its high efficiency, target setting and real time bidding and auctions have contributed greatly to the effectiveness of online advertisements. The ad publishers get the best price, and advertisers get the best advertising space resulting in profits.
Generate higher converting leads: The process of marketing to stimulate and capture interest in a product so that a pipeline for sales is developed in the future is known as lead generation.
Provide rich customer experiences: The process will also help in providing good customer experiences that will help in retaining customers for the business to thrive.
Increase website traffic and search ranking: Increasing traffic to the website of the e businesses through maximization of search engine will lead to profitable returns for the business. The process involves designing, writing, and coding the e business website in a way that it increases the number of hits or entry to the website. The higher the number of hits the website gets, the higher is the rate if its visibility to the customers (Keen, 2015).
Information about competitors: It is very important to keep a regular watch on the activities of the competing websites and the flow of traffic to them.
Share content faster and easier: Use of the most efficient technologies and the appropriate keywords will help sharing of information faster and quicker for the businesses. This will also lead to cutting down costs for the company that needs to be spent on additional labor force.
Geotargeting: Targeting the customer base on the basis of their geographical location, keeping in mind the customer preferences will help e businesses cater to the specific demands of the customers. This will also help in understanding the different customer bases spread over the virtual networks (Constantinides, 2014).
Build relationships: By understanding who its customers are and what is the content they are looking for the e businesses can run their operations to suit the customer demands. They can strategize their functioning in providing the best product and delivering the best service to the customers thereby landing into a relationship that lasts for longer period of time.
These benefits of social media have the potential to expand the reach of e businesses amongst the customers. Therefore the social media channels should be incorporated in the marketing campaign of companies to increase their businesses.
Social media plays a very important role in marketing strategies by new opportunities for customers to involve in social interaction. An effective use of social media platforms and online communities will help in increasing the brand recognition as well as the reliability of the channel too. Social media networks are a storehouse of customer information which can be utilized to build strong relationships.
Social media provides different values to companies like enhanced brand popularity, facilitates word-of-mouth information, increase of sales and sharing information in a business context (DeMers, 2014). Moreover, online communities and social networking sites (SNSs) can be termed as an effective web technology for social interactions and sharing information. Additionally, the individuals connected in virtual networks through social media provide shared values, leading to a positive impact on trust of the brand and firm. Trust is at the heart of developing a e business. It is therefore very important to evaluate the trust of the customers in the e business in its transactional operations. Social media helps in building this trust so that more and more customers use the products to give profitable returns. This involves in value co-creation with customers instead of value creation for consumers (Constantinides, 2014).
This also makes the organization understand what needs to be done to increase the quality of their websites, social media accounts, quality of content and feedback responding that needs attention to increase views. This also gives an understanding as to which social media platform is the most appropriate to market the product, which social media helped generating highest customer attention and all such analysis.
It is very important to understand that a researcher faces various problems which tend to limit the research. The researcher faces the limitations of the lack of resources, constraints in budget and also the constraint of time. Moreover, the existing works focused on specific aspects of social media in relation to marketing approaches. This leaves a scope for further research that can be carried out the understand the overall impact that businesses have due to the use of social media marketing.
Ashley, C. and Tuten, T. 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), pp.15-27.
Boateng, H. and Okoe, A.F. 2015. Consumers’ attitude towards social media advertising and their behavioural response: The moderating role of corporate reputation. Journal of Research in Interactive Marketing, 9(4), pp.299-312.
De Vries, L., Gensler, S. and Leeflang, P.S. 2012. Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), pp.83-91.
Erragcha, N. and Romdhane, R.. 2014. New faces of marketing in the era of the web: from marketing 1.0 to marketing 3.0. Journal of Research in Marketing, 2(2), pp.137-142.
Hajli, M.N. 2014. A study of the impact of social media on consumers. International Journal of Market Research, 56(3), pp.387-404.
Hennig-Thurau, T., Hofacker, C.F. and Bloching, B. 2013. Marketing the pinball way: understanding how social media change the generation of value for consumers and companies. Journal of Interactive Marketing, 27(4), pp.237-241.
Hudson, S., Huang, L., Roth, M.S. and Madden, T.J. 2016. The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), pp.27-41.
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look out for. Journal of Marketing, 79(1), pp.1-9.
Laroche, M., Habibi, M.R. and Richard, M.O., 2013. To be or not to be in social media: How brand loyalty is affected by social media?. International Journal of Information Management, 33(1), pp.76-82.
Lipsman, A., Mudd, G., Rich, M. and Bruich, S. (2012), “The power of ‘like’. How brands reach (and influence) fans through social-media marketing”, Journal of Advertising Research, Vol. 52 No. 1, pp. 40-52.
Louviere, J., Lings, I., Islam, T., Gudergan, S. and Flynn, T., 2013. An introduction to the application of (case 1) best–worst scaling in marketing research. International Journal of Research in Marketing, 30(3), pp.292-303.
Luo, X. and Zhang, J., 2013. How do consumer buzz and traffic in social media marketing predict the value of the firm?. Journal of Management Information Systems, 30(2), pp.213-238.
Malthouse, E.C., Haenlein, M., Skiera, B., Wege, E. and Zhang, M., 2013. Managing customer relationships in the social media era: introducing the social CRM house. Journal of Interactive Marketing, 27(4), pp.270-280.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network operations and marketing to enhance customer satisfaction. International Journal of Operations & Production Management, 37(1), pp.105-123.
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