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  • Published on: 14th September 2019
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Theories of social media marketing

This section reviews major theoretical frameworks which may be applicable to the study and understanding of social media. These theories help us understand how social media marketing can be applied in fashion marketing.

Theories and models

Characteristics (what it does)

Relevance to social media marketing

References

Word of mouth ownership theory and perceived control.

This theory states that the data conveyed by companions and relatives is translated to be more sound, legit, and dependable than that produced from advertisers since the communicators are most certainly not made up for the referral.

Because the information is trusted and credible other customers will be more willing to visit new fashions cites hence, increase brand awareness.

Pan, B., & Crotts, J. (2012).

Social exchange theory

The theory states that social behaviour is based on the company's assessment of the cost benefits of the brands product. How the brand creates communities and relationships?

The theory is relevant for social media marketing because it elaborates how communities are formed and how fashion brands can create different communities for different products.

Emerson, (1976).

Homans, (1958)

Social penetration theory

The theory characterises how social media users exchange information and form relationships.

Social exchange theory states that human beings form close relationships through self-disclosure

how fashion brands can create relationships with their customers through social media marketing.

Altman and Taylor (1973)

Social network analysis

Social network hypothesis sees

 groups of people as associated performing users, furthermore, utilizes scientific models to study its structure, advancement, and development.

It treats social media users as communities that are connected with different ties. For example, different customers like different fashion collections and outfits and as a result follow different bloggers because of the different styles.

This theory is relevant to social media marketing because it shows how one community can be a basis and creates more communities that increase brand awareness.

Pan, B., & Crotts, J. (2012)

Mcluhan's media theory.

The social media network content transforms people and societies.

Social media changes behaviour by setting new trends that people follow.

Mcluhan's theory is relevant to social media marketing because it elaborates how how brands can set trends depending on how they carry out their marketing. Similarly, fashion brands set new trends that customers.

McLuhan, (1995)

Word of mouth ownership theory and perceived control.

Past research has shown tourism specialists finding that information from friends and relatives is the most often acquired and persuading source of data utilized by buyers in their travel basic leadership (Crotts 1999; Perdue 1993). The information conveyed by friends and relatives is translated to be more trustworthy, legitimate, and reliable than that produced from advertisers, since the communicators are most certainly not made up for the referral. Developments in the Internet and Web 2.0 technologies presently permit consumers to access personal reviews not only from friends but also outsiders (e.g. travel web journals, which keep on growing in prevalence). As a representation, TripAdvisor, at present indicates more than 40 million audits pulling in more than 50 million extraordinary clients every month (Dépêches 2010).

Relatively, fashion stylists and bloggers help spread word of mouth to their friends who trust their fashion taste. However, the intention to make either a negative or positive review might be a longing to control or impact the business indirectly in a way linking with its future potential clients. Faithful buyers\' thought processes in posting positive audits on travel online journals are endeavors to reward firms; the intentions of non-steadfast clients depend on the fulfillment of being useful to different purchasers Pan, B., & Crotts, J. (2012).

Social exchange theory.

Given that all online networking are subject to clients giving substance, a comprehension of the thought processes of why people partake seems principal. Social trade hypothesis was begun from human science considers investigating trade between people or little gatherings (Emerson 1976). The hypothesis basically utilizes money saving advantage system and correlation of contrasting options to clarify how individuals impart with each other, how they frame connections and securities, and how groups are framed through correspondence trades (Homans 1958). The hypothesis expresses that people take part in practices they find fulfilling and maintain a strategic distance from practices that have as well high a cost. As it were, all social conduct depends on every performer\'s subjective appraisal of the money saving advantage of adding to a social trade. They convey or trade with each other dependent upon complementary activities from the other conveying party (Emerson 1976). The shared support could be examined through a microeconomic structure, however commonly the prizes are not money related but rather social, for example, opportunity, distinction, congruity, or acknowledgment (Emerson 1976).

Social penetration theory.

Like social trade hypothesis, social entrance hypothesis clarifies how human trade shapes connections (Altman and Taylor 1973). Nonetheless, the last core interests more on the individual and dyadic levels while the previous could clarify conduct at amassed and authoritative levels. Social trade hypothesis expresses that individuals shape cozy connections through self-divulgence. Utilizing a relationship of peeling off the layers of an onion, one must unveil him or herself through the proceeding with the procedure of uncover one\'s internal identity and character. It begins with open, unmistakable, and shallow data, for example, sexual orientation, garments inclinations, and ethnicity; gradually, as the relationship advances, one begins to share his or her emotions; in the most profound level, one will uncover his or her objectives, aspiration, and convictions (Altman et al. 1981).

Social network analysis.

Informal organization hypothesis sees the group of people as associated performing artists, also, utilizes numerical models to study its structure, advancement, and development (Wasserman and Faust 1994). Informal organization examination treats singular on-screen characters in a group as hubs; the interchanges between those performers are esteemed as ties, edges, connections, or associations. Interpersonal organizations can shape in many levels, from distinct individuals, to families, groups, and countries. Those ties could be correspondence recurrence, fellowship, family relationship, monetary trade, sexual connections, or basic interests or convictions.

Mcluhan's media theory.

McLuhan is a Canadian rationalist and teacher, the creator of the renowned quote \"the media is the message\" (McLuhan 1995). He contended that the media itself, rather the genuine substance of the media, will change individuals and society. The real messages individuals are imparting won\'t be any extraordinary on the new media; the intuitiveness and recurrence of new correspondence example will change our conduct until the end of time. Accordingly, the media\'s consequences for society are much more noteworthy than the substance of the media. He isolates media into \"cool\" media and \"hot\" media. The previous one requires a watcher to apply much exertion and interest in comprehension the substance, for example, TV, classes, on the other hand, kid\'s shows; the last alludes to those media that upgrade one sense, so the watchers don\'t need to apply much exertion, for example, movies, radio, and photography (McLuhan 1995).

On the off chance that we utilize McLuhan\'s contentions, social media will change the clients not due to the substance it contains, however because of the method of correspondence it involves. For instance, Twitter is just a smaller scale blogging administration with a confinement of 140 characters. Hypothetically one can play out every one of the elements of Twitter through a blog benefit. Be that as it may, it is precisely its constraining element which made Twitter defter and ongoing. Many breaking news stories were spread out on Twitter, for example, China\'s Sichuan seismic tremor and Mumbai\'s fear monger assault in 2008 (Parr 2009). As business administrators and purchasers, one needs to understand the changing conduct because of the utilization of new online networking administrations and receive a state of mind of acknowledgment toward those advances and conduct.

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