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Defending the Practice of Social Media MarketingThe Concept of Social Media MarketingPromotion is an important element of any marketing campaign to draw incustomers and it involves communication designed to inform, persuade, or remind thosecustomers to buy their products or services (Marshall & Johnston, 2019). There aremultiple elements to a promotional mix which is vital to marketing planning and one ofthe more new approaches is the digital and in particular the social media marketing mix(Marshall & Johnston, 2019). The advent of social media is probably the biggest andmost important marketing technology to come out. Social media now enablescompanies to communicate with their customers as well as the customers tocommunicate with each other for the first time (Alves et al., 2016). This communicationbetween firms and customers helps bring brand loyalty and brand awareness, brandrecognition, and brand recall (Alves et al., 2016). Each social media platform has itsown following. Facebook is currently the largest social networking platform in the worldwith over 1.5 billion users and growing (Marshall & Johnston, 2019). I have Facebookmyself and I believe I only know of one person whom does not have a Facebookaccount and I always find it interesting when someone these days does not have a

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