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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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Currently, social media consume much time of world population. Analysis show that 23% of Facebook users check their account more times every day, there are also a total of 1,000 comments per second in Twitter platform media, while having over 5 million pictures and videos being shared in 24 hours over Instagram platform (Noor Azuan Hashim, el al, 2016).

Few more Facts on social media platforms are 3 out of 4 people use social networks regularly, and Social media has overtaken email as the no. 1 activity on the web, that is about (17% of all web users), and more than 200 Million Blogs are available on the entire web, this corresponds to about (900,000 blogs posts every day), there are also about (34% post opinions about companies, brands and products), while 93% of Social media users believe companies should have a presence in social media.

The increased popularity of these mediums has opened opportunities for new business models for electronic commerce also called social commerce (Turban et al., 2012).

Conceptual framework


The framework used for this study on this investigation on social media on factor influencing s-commerce, we noted out two things; social interaction and user contributions.

According to study made in 2010 by ENGAGEMENTdb; it said: “most valuable brands in the world are experiencing a direct correlation between top financial performance and deep social media engagement. Findings of the study show that enterprises that aggressively embrace social media as part of their strategy are more financially successful.” (Social Media:  Business Benefits and Security, Governance and Assurance Perspectives, 2010

Here, we are going to focus on the few major ones among them that are already on the usage such as:

Figure 2

Source: Mark Zuckerberg Personal Facebook Profile

2.2.2 Facebook

Facebook is the most successful online social media platform with a total active users of 1.59 billion monthly as of fourth quarter of 2015 and it is increasing, founded by Harvard alumni Mark Zuckerberg and his roommates during their university days, in the US.   

2.2.2 Twitter

An online social media that enable users to send and receive 140-character messages. Founded by four group named Noah Glass, Biz Stone, Evan Williams and Jack Dorsey, in 2006, in the US. With an active users of 332 million as of January 2016. It is a social media microblogging internet service site.

2.2.3 Linked in

It is mainly professional and purposely built for business oriented purpose selling access to their user's information. Founded by Reid Hoffman and founding team members from PayPal and Social net group, in December 2002 and launched in 2003 in the US. With a total acquired users of over 400 Million, a multilingual interface with about 24 languages and a major player in the lead generation game.

2.3 Comparisons between social media marketing and traditional marketing

The comparison presentation in tabular form:

Basic Elements Social media marketing Traditional media marketing

Basic meaning A process of reaching customers through direct social interaction and conversation on the net process of performing  market research, sales and advertisements   

Platforms interface Blogs, Online communities, Social Networking and sharing sites etc. Offline channels; TV, Radio, Newspaper, Banner, Magazine, fliers, Outdoor ads etc.

Communication channel & style Many-to-many, Conversational, Multi directional One-to many, company to consumers

Marketing Mix elements People, Platform, Participation and Promotion Product, Price, Place and Promotion

Required budget Less cost effective Incur high cost

Feedback Real time feedback Not real time

Customer Relations Inclusive and Participatory Intrusive

2.4 security Threat Issues

The Risks, Security and Privacy Concerns are notwithstanding not to be left out uncheck because it is of paramount important to have acquired the techniques of how to secure the infrastructural facilities. Therefore, it is vital strategic process which have a plan to address the risks that accompany the technology.

Although user generated contents via social media could be faked by some intruders with the intention of infiltration, many think that is normal.

To them, even though social media interfaces may counter some risks that may negatively affect their enterprise security, this would not discourage them because of the ample potentialities and benefits inherent on it. Therefore, the only thing is to initiates a new security policy strategy that would bring a solution to that risks. They have to consider the risks of employee access to corporate network while on social media sites and also while using issued mobile gadgets because this one's sometimes are not directly monitored and controlled as the corporate computer systems. Malicious infiltration of the employee's personal social media page makes the corporate network unsecured and the application tools vulnerable to attack. Enterprises must be cautious since there have also been negative impacts such as liability for libel, privacy violations and damage to brand recognition. Furthermore, social media users privacy are being protected by way of acceptable online behavior and etiquette and the used of social media customized applications on their gadgets.

3.0 Research Methodology

Looking into fundamental marketing principles, the researcher tried to discover the theories and relationship between social media and business philosophy with the long concept of marketing, this review have studied different materials ranging from journals, articles and sites. Social media is a new concept which is still in review leaders of thought and practitioners are still doing research on that, to accomplish it we are going to check, review blogs, write ups, key author, and publish books.

3.1 Data Collection Method  

The methods of Data collection here has been broadly categorized based into two types of data collection analysis, quantitative data collection analysis by way of statistical data analysis and distributing sample survey questionnaire, and qualitative data collection analysis which was conducted by research and review of the already existing relevant literatures.

4.0 Data Analysis Discussions  

Qualitative is to discussed and analyzed theoretically, and quantitative research is to analyzed and discussed statistically. See Appendix section

4.1 Qualitative Data Collection Analysis   

Case Study 2: Dell Computers

Title: Social Media Turns Dell Computers from Hell to Heaven  

In 2005 when Dell Computer Company made a mistake and did not respond to a complaint from a very popular blogger when his laptop system experienced technical fault, this has generated a lot of talks over the media circles and become a topical news story in the media circle termed as ‘Dell Hell'. This had really brought up an issue to Dell, and portraying it as in exhibiting nonchalant attitude and unprofessional towards its customers. This prompted Dell into launching an official blog purposely dedicated to its customer's service relation. It also launched a strategic way of handling its customers called ‘IdeaStorm' in 2007. This is to bring direct access and good communication between dell and its customers. Lately, they added an “Extensions” where comment made on their products can be entertain.

This ‘IdeaStorm' community interface has contributed almost 17,078 ideas, which have been voted on over 736,692 times, with about 95,690 comments and 500 ideas got implemented through method.

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