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Proposal - Essay Example

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The proposed research seeks to determine the viability of Social Engagement Marketing as a principal tool in Strategic Branding. The study shall explore…
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Download file to see previous pages This shall form the foundation for recommending specific and practical directions for the integration of such tools for business, and a citation of advantages and pitfalls that may be expected as a result.
1. Novelty – The research shall examine attributes of a newly emergent phenomenon, the widespread use of social media and the growth of online communities as channels of opportunity for global marketing
2. Significance – Based on existing literature, the aforementioned channels present strong potentials for use in social engagement marketing in the international arena, due to ease of access, wide reach, low cost, and powerful content delivery.
3. Dearth of research – To date, there have been few articles written about the topic, and research has been fragmented and limited. Scant investigation has been conducted on the systematic use of strategic branding through online communities in social media.
4. Continuing development – The proliferation of social media has assumed several forms in the past which had provided the setting for earlier research. Social media, however, is in continual evolution due to the rapid changes in personal electronic data communication. Technical advances continue to enhance the potential of this channel which must be explored through continual research.
5. Necessity of integration – As mentioned, previous research has been fragmented, and depending upon the time they were undertaken, limited in scope. Advances made since then highlight social media and the creation of online communities as viable strategic tools to be integrated into the marketing function of a business undertaking. This research seeks to establish links among the technical, social, and commercial aspects of social media and online communities.
Other than the foregoing criteria, the researcher is particularly interested in the topic because it encompasses two areas of personal ...Download file to see next pagesRead More
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