Impact of Social Media Marketing - Research Paper Example

Social media marketing and its impact on the attending plan of audience in music events held in the US of the of the Table of Contents 1. Introduction 3 2. Problem statement 3 3. Purpose of the study 4 4. Research question 4 4.1. Sub question 4 5. Research hypothesis 4 6. Literature review 4 6.1. Music events in the US 4 6.2. Impact of social media based event marketing on attending plans of audiences 5 7. Research method 6 7.1. Strengths and weakness of design and methods 6 7.2. Threats to validity and methods of addressing the same 6 7.3. Justification for chosen research methodology 6 7.4. Research measures and constructs 6 7.5. Sample population 7 7.6. Sampling method 7 7.7. Data collection 7 8. Ethical issues and considerations 7 9. Data analysis method 7 10. Data accuracy measure 7 11. Potential problem in research design implementation 7 1. Introduction The advent of information technology powered by an increasingly globalized world has led to the creation of what we known as social network in the contemporary world. Not only has it provided people with a means to maintain a robust interconnectivity with one another but it also provides them with a reliable tool for seeking information. This is precisely the reason why social media has been increasingly used by business organizations in order to establish a connection with their customer base. The robust interconnectivity between millions of social media users all around the world is what prompts organizations to target customers by profiling them through data accessible on social media networks. These platforms have provided them with an inexpensive means of marketing and communication whereby they can organize events, competitions, discussion forums in order to promote their products services or any event (Algesheimer, Dholakia & Herrmann, 2005). This is where the utility of platforms such as Facebook and twitter lies. On the other hand business entities have also utilized social media in order to create motion advertisement and share the same with internet audiences all around the world. Such utilities of social media have also been captured by event organizers all round the world. Social media based event marketers have also used social media platforms extensively in order to spread awareness a particular event with the underlying aim of grabbing the attention of their target customers base and encouraging them to attend music events in person. This has been a common trait among social media marketers throughout the world. This trait is most evident in social media event marketers based in the music industry who have used social media platforms effectively in order to encourage audiences to attend live music events (Ali-Knight, 2008). This is precisely because of the fact that a considerable proportion of the overall world population consists of avid music followers. It is with regard to this fact that the researcher will conduct a detailed study regarding the impact that social media based event marketing has in encouraging audiences to visit live music events in person. 2. Problem statement The impact of social media marketing has been researched on a number of dimensions. Findings provided in empirical researches have highlighted conclusive evidences on statistically significant positive impact of social media marketing on brand loyalty (Ali-Knight, 2008; Chan, 2008). Studies have also been conducted regarding the impact of social media marketing on the purchasing behavior of consumers. Nonetheless very scant researches have been conducted on the dimensions of social media based event marketing. This is where the relevance of this research lies as the researcher will endeavor to identify the aspects of social media based event marketing that encourages internet audiences to attend live music events. 3. Purpose of the study The fundamental purpose of this study is to bridge the gap that has been identified in the empirical literatures. As mentioned above, not many research have been conducted regarding the impact of social media based event marketing on attending plan of internet audience especially in terms of being present at live music events. The researcher will attempt to evaluate the relationship between social media interaction, emotional connection, brand relationship quality, word of mouth promotion and attending plan of internet audiences (social media users to be precise). 4. Research question - What is the impact of social media based event marketing on the attending plans of internet audiences in terms of being present at live music events? 4.1. Sub question - What is the impact of social media interactions on the attending plan of internet audiences? - What is the impact of brand relationship quality on the attending plan of internet audiences? - What is the impact of emotional connection on the attending plan of internet audiences? - What is the impact of word of mouth endorsement in social media platforms on the attending plan of internet audiences? 5. Research hypothesis H0: Social media interactions have no impact on the attending plans of internet audiences. H1: Brand relationship qualities have no impact on the attending plans of internet audiences. H2: Emotional connections have no impact on the attending plans of internet audiences. H3: Word of mouth endorsements have no impact on the attending plans of internet audiences. 6. Literature review 6.1. Music events in the US The music industry in the US is perhaps the most rapidly growing and famous industries throughout the world. People across the globe are avid listeners of pop music created in the US. It is this fame that has allowed musicians and pop artists to sell millions of records all throughout the world. The fan base of pop artists has grown to such an extent that inspired the artists to perform in live music events. Till date most of the live music events have garnered houseful viewership and hence proven to be very successful. People all over the world have showed great interest in attending live music events which in turn has provided pop artists with the opportunity to promote their upcoming singles releases through such live events (Basuroy, Chatterjee & Ravid, 2003). However, the aspect which encourages people to attend such events is still unexplored. Empirical research have highlighted that event organizers engage in extensive promotion and marketing of such events which in turn enables them to establish a robust relationship with the target consumers (Ammeter, et al., 2004). Audiences are more inclined to attend those events which are extensively promoted over different forms of communication (Bagozzi, Gopinath & Nyer, 1999). However, the intricacies of the relationship between promotion of such events and the attending plan of audience are unsolved equations. 6.2. Impact of social media based event marketing on attending plans of audiences As mentioned above, social media marketing has a statistically significant impact on the buying patterns of public. This means that consumers will always be in favor of buying those products and services which are extensively promoted or marketed regardless of the marketing medium. In a similar manner, audiences will always be in favor of attending those events which are heavily promoted. However, over the last few years event marketers have extensively conducted social media based event marketing and promotion instead of doing the same on other means of mass media. This is precisely because social media has a far wider reach than other forms of mass media. In addition to that, social media also provides an inexpensive mode of marketing and communication to event marketers (Chan, 2008). Given the fact that nearly one third of the world’s population is currently engaged in social media based activities, it provides event marketers with the option of targeting a broader population. Moreover community based social media platforms such as Facebook and twitter allows event marketers to target the leader of a particular community which in turn helps them to target thousands of followers obliquely. Social media based event promotion helps event marketers to maintain a strong engagement with the target audience. With extensive promotion of events and other event related aspects (such as performers, tickets, venues, schedules, completions etc.) social media users are able to form an emotional attachment with the event and its aspects (Godes & Mayzlin, 2009). Event marketers also create promotional videos as well as hosts discussion forums and online competition which in turn enhance the quality of relationship between the public and brand. This in turn also influences their plans to attend music events in person. Following an extensive marketing and promotion of music events, social media users start interacting with other users which results in word of mouth thereby encouraging more and more people to be present at live music events (Lee, Back & Kim, 2009). This is the underlying motivation of this study where the researcher will primarily be conducting an in-depth research regarding the aspects that have a statistically significant impact on the attending plans of internet audiences as far as live music events in the US is concerned. 7. Research method The researcher will be adopting positivism research philosophy as it will help the individual to establish a robust foundation on the basis of which an extensive quantitative analysis can be carried out. This research philosophy does not offer any room for qualitative study. As far as the research approach is concerned the researcher will be adopting inductive approach as it will help the individual to research generalized issues first and then test hypothesis by emphasizing on specific issues (Saunders, Lewis & Thornhil, 2009). The researcher will be conducting a quantitative study on the basis of feedbacks obtained from a questionnaire survey. The questionnaire feedbacks will then be fed through a regression model and Pearson correlation model in SPSS which in turn will help the researcher to determine the statistical relevance of the social media aspects. 7.1. Strengths and weakness of design and methods The major strength of this research is its quantitative attributes. A quantitative research will allow the researcher to give a more logical explanation of the research findings on the basis of facts and figures obtained from statistical analysis. The most notable weakness of this research is that there is no room for qualitative study. A qualitative study involving an interview would have allowed the researcher to get a more holistic perspective on the research subject. 7.2. Threats to validity and methods of addressing the same One of the major threats to validity is the source of primary and secondary data. The researcher will have to ensure that secondary data is obtained from authentic and reliable database such as journals, books and reliable online database. Whereas primary data has to be collected from a concentrated sample population in order to avoid biased feedbacks. 7.3. Justification for chosen research methodology The research methodology explained above is absolutely justified considering the limited timeframe for the research. Conducting interview may be difficult as it is an extremely time taking process. In addition, a qualitative primary research deals with the perspectives of human beings, therefore coming to consensus may prove to be difficult for the researcher. In this respect, a quantitative research is more appropriate. 7.4. Research measures and constructs In order to ensure a robust construct of the research, the researcher will have to prepare the questionnaire properly. The questions have to be to the point and specific to the research issue that is being dealt with. It should encompass all aspects that are being researched. The likert scale will have to be properly defined in order for the respondents to appropriately code their answer (Brace, 2013). Detailed literature review has to be done to provide a rigid construct to the study. 7.5. Sample population The researcher will be conducting questionnaire survey with officials and students from two famous universities based in Boston. The respondents must belong to the age group between 18 and 65 and can be of any gender, from any cultural or ethnic background, education and occupancy level. 7.6. Sampling method The researcher will be adopting random sampling method in order to get a wider representation of the overall population. This will allow the researcher to avoid biased feedbacks. In random sampling method, respondents will have equal opportunity to participate in a survey (Mukherji & Albon, 2009). 7.7. Data collection Secondary data will be collected from reliable and authentic sources such as peer reviewed journals, online databases and books whereas primary data will be collected from questionnaire survey. 8. Ethical issues and considerations Some of the major ethical issues include biased results, identity of information and impact of survey on respondents. In order to make sure that they do not deteriorate the quality of research, the researcher will maintain the anonymity of respondents. The primary research will be conducted under strict proposal which will help the researcher to make sure that biasness is avoided as much as possible. Lastly the questionnaires will be prepared in such a manner that they do not pose any mental or physical harm to the respondents. 9. Data analysis method The survey feedbacks will be assessed using Pearson correlation and regression model in SPSS. On the basis of this statistical analysis, the researcher will be conducting a comparative analysis by comparing the same with theories highlighted in empirical researches. 10. Data accuracy measure There is no pre-defined method of determining data precision. The only way to ensure data accuracy is to collect the same from authentic and reliable sources which have been explained before. 11. Potential problem in research design implementation The researcher may face problems while collecting the primary research data. This is precisely because not many people are willing to participate in surveys which in turn may restrict the researcher from collecting an extensive data. This may deteriorate the overall quality and validly of the research. References Algesheimer, R., Dholakia, U. M. & Herrmann, A. (2005). The social influence of br& community. Journal of Marketing, 69(3), 19-34. Ali-Knight, J. (2008). International Perspectives of Festivals & Events: Paradigms of Analysis. United Kingdom: Elsevier. Ammeter, A. P., Douglas, C., Ferris, G. R. & Goka, H. (2004). A social relationship conceptualization of trust and accountability in organizations. Human Resource Management Review, 14(1), 47–65. Bagozzi, R. P., Gopinath, M. & Nyer, P. U. (1999). The role of emotions in marketing. Academy of Marketing Science Journal, 27(2), 184-206. Basuroy, S., Chatterjee, S. & Ravid, S. A. (2003). How critical are critical reviews? The box office effects of film critics, star-power, and budgets. Journal of Marketing, 67(4), 103-117. Brace, I. (2013). Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research. United States: Kogan Page Publishers. Chan, C. C. (2008). Intelligent value-based customer segmentation method for campaign management: a case study of automobile retailer. 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