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Defending the Practice of Social Media Marketing Essay
Pages:3 (969 words)
Sources:3
Subject:Communication
Topic:Social Media
Document Type:Essay
Document:#17440556
How to Use Social Media Influencers to Promote Products
Social media marketing has become an important marketing strategy for companies today, as many consumers turn to social media for information on products and for their peers’ opinions on products (Lou & Yuan, 2019). Through influencers, blogs, video-sharing platforms, and messaging apps, companies can use social media to gain followers, build brand equity, and answer questions and tease coming products (Ki & Kim, 2019). Thus, companies that want to influence the consumer’s intention to purchase are looking at social media as the best way to do this (Lim, Radzol, Cheah & Wong, 2017). This paper will describe the pros and cons of social media marketing and examine an example of a practical application.
Pros and Cons of Social Media Marketing
The pros of social media marketing are that it allows the company to directly connect to consumers on platforms that consumers themselves choose to use for the purpose of getting information about products and services. Companies that use Facebook, Twitter, Instagram, YouTube and other platforms can answer questions, post videos promoting concepts or products, put out press releases, address rumors, and work to control a narrative in moments of crisis. The pros are that consumers feel connected to a company that cares about them, and the company’s brand equity can grow as consumer confidence in the company’s image increases through this level of direct engagement and interaction.
The cons are that social media marketing is not as easy to control as other forms of marketing. There is always a narrative out there being spun about a company or its products on social media, and the job of social media marketing is thus a full-time job. It…
…a favorable impression of the company’s products and are more likely to go out and try them or buy them. It is a much better way of marketing than a commercial, mainly because the target market is not watching TV like in the past and the target market trusts influencers to tell them the truth about products.
Conclusion
Social media marketing is a great way for companies to leverage digital technology and the Internet for their own purposes. More people are connected than ever before thanks to online sharing platforms like Twitter and YouTube. These platforms allow users to give their favorable impressions of products and services; however, they also allow people to share their own views and this can mean that negative reviews spread more easily on social media than anywhere else. Using social media influencers to promote products is a good way for an…
Sample Source(s) Used
References
Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905-922.
Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
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