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Internet marketing also known as online advertising or digital marketing is a consumer base technology and an act of advertisement and marketing through which the use of web technology and email, are being used to make direct sales transactions via Electronic Commerce.

It offers marketers the prospects and opportunities to generate leads that would help with channels of communication which in turn leads to better visibility. These transactions can also be done using the traditional channels of communication such as radio, television, newspaper, journal, and other means.

Therefore, research will examine the impact of social media e-commerce context and to ascertain the extent medium have influence on the users purchase intention, and to compare and contrast traditional and social media marketing and through data collection, we analyze the research model. Conclusively, at the end, findings will suggest some implications and recommendations for researchers and practitioners.

1.0 Introduction

One channels of marketing on the web that is getting more attractions from the businesses and marketers, to even students, academics and the likes are the social media marketing (SMM). Reason for that is we observed a lot of businesses and markets successes had strived over the years and heading towards making a world one small social global market day-by-day. A situation where the users make use of social interactions, conversations, information sharing and exchange of market ideas to get more prospecting clients and to influence customers purchasing intents.

As social media continues to gainer more popularity and wider acceptance, the marketers are busy searching for a firm foundation to base their strategic decisions on how to employ social media interface in engaging and influencing their customers (Hoffman and Novak, 2012).

1.1 Problems Statement

There is also lack of limited knowledge on the SMM, and research is minimal.  Also how to manage and integrate social media technologies into overall business in order to achieved desired goals is still being a major challenge, couple with the issue of data privacy breach which is a security threat.

1.2 Purpose of Study

Analysis of the statistical evolutionary trends of electronic commerce in the context of social media market.

1.3 Aims

To examine the impact of social media in the current e-commerce trends.

1.4 Objective

After comparison analysis, then to ascertain to what extent this favorable medium have an influences on the users purchase intents.

1.4 Significance of Study

Influence of internet marketing in addition to raising level of user's to issues of security and data privacy inherent in SMM.

1.5 Research Questions

What are the impacts of social media over an e-commerce business that would leads to proper coordination and integration toward achieving the target result

2.0 Literature Review

2.1 Background of Social Media

Social Media refers to coming together of multiple people from different locations spread all over the world purposely for social interaction and coordination in order to create an enabling environment for information sharing and exchange of ideas in virtual communities and networks (Ahlqyist el al., 2008). This type of communication is called one-to-many communication method, a process whereby a group of internet based applications that are built based on ideological and technological foundation of web 2.0 are allowed to create and exchange user generated contents (Kaplan and Haenlein, 2010). Social media marketing strategies also follows the same process of user-generated content where users based on mobile and web-based technologies tends to create a highly interactive platforms through which web users have a robust interactive session such as; sharing, discussion session, modification of user generated content, this would broadened users appeal to new technological techniques and promote face-to-face engagement platform session (Moran el al., 2011).

Social media is gathering momentum among marketers and businessmen alike, this is because they used social network sites techniques to distribute their business contents, which in turn leads to significant increase in their revenue growth.

Social media provides an enabling environment platform that ease customers interactions, enhance the prospects interaction session, this would also increase brand awareness online, and also help marketers and businessmen achieved desired target goals set to achieved.

Social media tools are categorised based on their functionality, into various groups. These groups include blogs, message boards, podcasts, micro blogs, bookmarks, networks, communities, and wikis. A few prominent examples of social media applications and their use are listed below:  

2.2 How SMM evolves, influences customers purchase intents

According to Statistical media analysis made in 2013, billions of people have access to social media network which 700 million users access Facebook from gadget devices,  while about 500 million users access Twitter, 130 million used instagram in 2013. 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.

4.2 Quantitative Data Collection Analysis

Survey sampling was conducted, a questionnaire of 10 questions. 2 of the questions were simple demographic questions and the rest were directly related to the study. Students and staffs of FTMS College are the major target for conveniences, the target size is 100.The purpose was to measure the current trends in media evolution and how it influence respondents purchasing intents.

5.0 Summary, Conclusion and Recommendations


From the above analysis and discussion, we are able to drawn a conclusion and to evaluate the role of social media as an effective communication channel and marketing strategies, which have continue to evolve rapidly due advancement ICT especially social media. With all the social vices to the society, I believe if social media is being regularized rightly, it can definitely bring more benefits than harm in all social life. For example, the way social media has changed the way and manner the traditional media marketing operates through their various techniques of information sharing, commenting and tweeting in social media handles, and vigorous online products campaigns and awareness which is very helpful in boosting the market opportunities. Businessmen and marketers are using social media interface to influence consumers purchase intentions through the use of recommendation and product suggestion. However, to build on this study, there is a need for further research.


Social media interface platforms is indeed an emerging evolutionary trends globally. For greater effective optimization, these are some of the salient recommendations for future plan expansions.

i. It is very necessary for the governments and the private sectors to come together and provide internet facilities to the growing populace especially those in remote areas; Facebook founder and some experts, lead this global drive for internet to all.

ii. There is a need for orientations and Awareness programs to be publicly organized solely to train and educate members of the community.

iii. There is must be an affordable and availability of tools and gadgets accessories at all time through some government intervention policies and measures.


' 45th Hawaii International Conference on System Sciences, 2012 IEEE

' GEOGRAFIA Online TM Malaysian Journal of Society and Space 12 issue 2 (83 - 94)

' Essential step-by-step guide to internet marketing, V. Pamela, 2014

' Social Media:  Business Benefits and Security, Governance and Assurance Perspectives, 2010)

' The strategic market process 2nd Edition ' 2013

' Kee-Young Kwahk, College of Business Administration Kookmin University, 2012. 45th Hawaii International Conference on System Sciences

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