How Social Media Sway the Marketing Communication of Companies - Dissertation Example

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The paper "How Social Media Sway the Marketing Communication of Companies" highlights communication by means of SM is still in the evolutionary stages. Companies commend SM as a successful tool to sustain marketing communication, nevertheless, it does not solve all firms' communication needs…

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How Social Media Sway the Marketing Communication of Companies

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Subject: Marketing
Type: Dissertation
Level: Masters
Pages: 75 (18750 words)
Downloads: 4
Author: wymandarrion

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A new era of online approaches encompassing wikis, blogs, virtual world, social networking, and online communities known as Web 2.0 or social media (SM) are progressively grabbing the attention of people across the world (Davila, et al., 2003). With the advent of these novel tools of communication, business witnesses diverse opportunities and challenges. The tools of SM have revolutionized communication with customers, communities, and stakeholders, implicating that SM influences the business procedures of organizations (Wright & Hinson, 2008).

SM is being utilized for marketing strategies by business-to-consumer organizations such as T-Mobile, a telecom company (Alarcon-del-Amo, et al., 2011). There is no disbelief in estimating the power of SM, a powerful tool to reach customers and attain new business. Owing to its invasive influence, companies envisage as well as respond to its propositions. The present epoch is witnessing the SM revolution, conversely, jeopardy and incentives SM possesses are in their evolutionary phase. Businesses have adopted SM bearing in mind its importance in keeping pace with the growing competition, designing strategies for successful implementation of SM marketing but still, there are many lacunae in strategies that impede these companies to thrive well.

Considering that SM has a great impact on people and companies and the pace with which communication and information move in this domain, a paucity is observed in existing studies regarding the coordination of messages through SM. Such reasons paved the way to initiate this research. The research will contribute to identify and understand strategies and possibilities for telecom companies to make the most of SM as a successful marketing tool. The motive of this research is to afford a profound understanding of SM as a marketing tool that enables brands as well as businesses to be closer to their target audiences and achieve better sales of their products.1.1.

BackgroundMarketing communication has undergone modifications over time. Consumer's approach and outlook also changed over the years.

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