Winnie Section 2.docx - Introduction Social marketing has...

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Introduction Social marketing has been widely perceived as a connection between consumers and organization’s brands. In the contemporary technological-driven society, social media and social networking connections have been widely applied in linking consumers and the retailers. Social networks have frequently offered an individualized channel and currency for personal social interactions and user cantered networking. In this regard, the approaches and tools used for communicating the business strategies and marketing practices within and outside the organization have greatly changed as a result of emergence of social media. Thus, today’s businesses must learn to use their social media platforms in a way that is in line and consistent with their corporate strategies. This is particularly true for those organizations in pursuit of accomplishing and gaining competitive advantages. This paper thus evaluates the contemporary literatures and theories that focuses on the use of social media by retailers and businesses as an extension of their promotional and strategic corporate strategies. Since the social media phenomenon has been widely developed in the last decade, this research has majorly laid emphases on; exploring the effects of organization’s integration of social media and the subsequent behaviours of the consumers and evaluating the foundations, theories and concepts used in this phenomenon. This article begins with a brief explanation of the terminologies used in the definition of social media, then thereafter discusses the theories and themes that potentially have explained the use of social media as a tool in social marketing. Understanding Aspects of Social Media Marketing For businesses and retailers to comprehensively understand social media as a tool of marketing products as well as a business’s promotional strategy, then, it is imperative for them to understand the key underlines of Social Media. In understanding social media, it is
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crucial if we first comprehend Web 2.0 since it is key in understanding social media aspects. Web 2.0 is a wider term used to describe the new approaches and methods through which end users consumers World Wide Web (WWW) - a virtual place where processes of content alteration are executed frequently by all operators in not only a collaborative manner but also a continuous way. According to () WWW is today much more of what people are using the information technology information than merely retrieving the information. Through creation and consumption of the information acquired from the web, users are thus adding more value to the particular websites that allow then to retrieve, add and consume information (). Thus, Web 2.0 for the last decade has evolved from an artless interface to one that is more collaborative, interoperable and interactive.
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