Fluent Essays

SLP3 – using Track Changes in Word, revise your Ch. 2. Delete, rewrite, add, whatever, to improve Ch. 2.Also submit a short paper with one or two paragraphs regarding your changes you made to Ch. 2 – summarize the changes and how you think it made this chapter better.I have a chapter 2 done, however according to the Professor I need to revise it and make adjustments. I have 4 modules I need to do. I have uploaded the paper that he wants me to work on. SLP2 – review Ch. 2, paragraph by paragraph, and make notes that indicate: 1) what kind of information is in the paragraph (source, reference, etc.), 2)what is the main point of the paragraph, and 3) how does it support your Project, how does this paragraph relate to your Project and in what way does it help you.SLP4 – Review the paper you submitted in SLP3, and make a final edit using Track Changes SLP5 – Submit your final Ch. 2. Also submit a short paper with one or two paragraphs regarding your changes you made to Ch. 2 – summarize the changes and how you think it made this chapter better. monica_patrick_slp_2.docx Unformatted Attachment Preview Social Media Marketing Strategies in Small Business Doctoral Study Project (DSP) Presented to the the Glenn R. Jones College of Business of Trident University International in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration by Monica Patrick Cypress, California 2019 (Defended mm dd, year) Approved by: Office of Academic Affairs Mm dd, year Dean: Debra Louis, Ph. D. Director: Indira Guzman, Ph. D. Committee Chair: name of chair Committee Member: name the member1 Committee Member: name of the member2 © 2019 Monica Patrick CHAPTER II: LITERATURE REVIEW Introduction Marketing is the biggest battle to be faced by the marketing team as well as the top management of the small business organization. Whenever a customer thinks of a product or service, the marketer wants to associate that product or service with their brand over the competitors. A small business owner is constantly occupied with the ways to promote their business either through traditional marketing techniques or digital marketing techniques. One of the best ways to win the battle of marketing is by using social media marketing methods (Haigh, Brubaker, & Whiteside, 2012). Haigh, M., Brubaker, P., & Whiteside, E. (2012). Facebook: examining the information presented and its impact on stakeholders. Corporate Communications: An International Journal. Vol. 18 No. 1, pp. 52-69. The paper is a research study by Haigh, M., Brubaker, P., & Whiteside, E. (2012).Marketing has proved to be a problem to many organizations which has compelled firms to embrace digital marketing with tools such as facebook e.t.c.This paper examines faceboook as a digital marketing tool that is gaining prevalence in the contemporary business environment.The key point of the paper is to examine the content of organizations Facebook pages and how the communication strategy employed impacts stakeholders perceptions of the organization. The paper adds to my research study as an experimental literature. There is very limited experimental research examining the impact of Facebook on stakeholders. The paper therefore provides my research with some guidance on the types of communication strategy companies should employ 3 when posting on Facebook as a digital marketing tool. When posting information on Facebook, organizations should employ the corporate social responsibility communication strategy. However, regardless of the strategy employed, interacting with Facebook information can bolster stakeholders perceptions of organizational‐public relationships, corporate social responsibility, attitudes, and purchase intent. Social media marketing is a form of internet marketing which involves creation and sharing the content on social media platforms so that the objective of marketing and branding can be accomplished. It is one of the powerful ways of marketing for all size of businesses. The number of social media users worldwide has increased from 0.97 billion in 2010 to 2.62 billion in 2018. (Social Media Marketing for Businesses, n.d.) The commonly used social media platforms are Facebook, Instagram, Twitter, YouTube, Pinterest, etc. Social media marketing helps the business to meet their marketing goals by increasing website traffic, raising brand awareness, increasing communication and interaction with the audiences, and creating a brand identity (Hassan, Nadzim, & Shiratuddin, 2015). Hassan, S., Nadzim, S., & Shiratuddin, N. (2015). Strategic Use of Social Media for Small Business Based on the AIDA Model. Procedia - Social and Behavioral Sciences. Volume 172, pages 262 – 269 This study are ideas of Hassan, Nadzim, & Shiratuddin.According to the authors,the key point is they propose a strategy for using social media as a marketing tool for small business based on the Attention, Interest, Desire, and Action (AIDA) model. The AIDA model has been applied widely for online marketing strategy but its applicability for social media remains unknown. This literature is important to my research in that it emphasizes on the significant of social media in marketing.The paper will make my research to mean that organizations can embrace an AIDA 4 model which can indeed be applied in strategizing the use of social media for marketing purposes. The proposed strategy serves as a guideline for small business entrepreneurs on how to strategically use social media for marketing. Description and Critique of Scholarly Literature Social media plays a very important role for most of the small business organizations. However, they do not possess the desired strategies while using social media for the expansion of the business. The research presents the desired strategies which should be followed by small businesses to engage with customers. The findings of the paper present how to build the relationship, increase sales, increase brand exposure, focus on the relationship and begin the interaction. The strengths of the article are easy identification of main parts of article like introduction, data collection, data analysis, and soon. The paper clearly states the two research questions: How does a small business known for using social media build their business to gain customer attention? and How does some small businesses increase in sales using social media but others do not?. The analysis shows how quantitative data was collected and obtained the results. Easy interpretation of the conclusion is given. The only disadvantage is the depiction of the complete story like the structure of data gathering from the participants under discussions and findings (Gholston, Kuofie, & Hakim, 2016). Gholston, K., Kuofie, M., & Hakim, A. C. (2016). Social media for marketing by small businesses. Journal of Marketing and Management, 7(1), 24-39. Retrieved from https://search-proquest-com.ezproxy.trident.edu/docview/1843743541?accountid=28844 The study was conducted by Gholston, K., Kuofie, M., & Hakim, A. C.According to the authors, the purpose of this qualitative multiple case study was to explore the SMM strategies small business retailers used to engage customers. Social media is currently a component of most 5 business environments. Therefore, it is very important for small businesses to understand how to use social media networks like Facebook, Instagram, Twitter, etc. Small businesses unfortunately do not have a strategy in place when they being using social media to expand their business and engage their customers. This case study is important to my research since its in line with the tpic under research in that it outlines the Strategies that are suggested on what small businesses should do in order to engage with their customers. Finding include creating relationships,increasing brand exposure, focusing on relationship building as opposed to sales, how to increase sales, and how content start interactions. Overall,it stil emphasizes on significance of social media for marketing by small businesses. Social media has resulted in a drastic change in the availability of information and the delivery of products to the end consumer. Social media has been widely used by small business leaders to increase their visibility and sustainability. Taneja & Toombs (2014) stated that the purpose of the article is to check if the social media is effective in promoting business and which social media site is leading, the difference in the use of social media as compared to the competitors, and the benefits and limitations of using social media as compared to traditional marketing method. The strengths of the article are important highlights has been provided like the comparison between social media and traditional media, benefits of social media by identifying the visibility, sustainability, and viability. Advantages and disadvantages of using social media for marketing and the challenges faced during the implementation. The strategies that can be followed by small business organizations to succeed. The weakness of the article is the lack of quantitative analysis. However, the purpose was to make it simple but missed one of the important aspects to be categorized as a research article. 6 Taneja, S., & Toombs, L. (2014). Putting a Face on Small Businesses: Visibility, Viability, and Sustainability the Impact of Social Media on Small Business Marketing. Academy of Marketing Studies Journal, 18(1), 249-260. Taneja & Toombs (2014) stated that Social media has changed the delivery, structure, and availability of information to reach current and future customers and others. Small business leaders are using social media marketing to promote their business to gain visibility, viability, and sustainability to survive in the current competitive era. This paper is of great significance to my research in that it does expound on my topic by adding literature value by narrowing its focus on the role and relevance of social media in small businesses. The objectives are: (1) to analyze which social media would be more effective in the marketing and promotion of small organizations; (2) to explore the benefits and limitations of social media in small business marketing strategies, compared to the traditional promotion tools; (3) to determine how social media helps in differentiating businesses from their competitors; and (4) to analyze the importance of small businesses incoiporating social media into their marketing efforts. The main objective of advertising is to enhance awareness. In recent years, businesses have shifted from traditional marketing strategies to digital marketing and social media marketing. Small business owners are skeptical of the use of social media marketing and digital marketing. The paper focuses on analyzing the results based on statistical analysis like ANOVA. The paper presents the results based on both quantitative and qualitative analysis. The strength of the article is analysis based on the quantitative data obtained from the respondents who are categorized based on their gender, age, education, and size of the firm. It is easy to interpret the results like Facebook is the widely used social media and email is the digital marketing media used to 7 advertise the products. The weakness of the article is the detailed information is not provided like the participants of the research and data analysis (Cole, DeNardin, & Clow, 2017). Cole, H. S., DeNardin, T., & Clow, K. E. (2017). Small Service Businesses: Advertising Attitudes and the Use of Digital and Social Media Marketing. Services Marketing Quarterly, 38(4), 203–212. https://doiorg.ezproxy.trident.edu/10.1080/15332969.2017.1394026 This study was conduted by Cole, H. S., DeNardin, T., & Clow, K. E. The authors outline that Advertising is embraced by companies as a means of building awareness, sales, and customer loyalty. However, in recent years advertising has changed. Digital marketing and social media marketing have gained a greater prominence. While megabrands spend millions of dollars on advertising, small businesses often view advertising as an expense rather than a means of generating revenue. Small service business owners are often skeptical of the value of digital marketing and social media. This study is important to my research as it takes a different angle by examining various digital and social media channels that can be utilized to grow their business. The businessman is so much involved in the day to day business operations that they do not realize the time they should devote to advertising their business. Many social media options like Facebook, Instagram, Twitter, etc, have evolved in the past few years and used to promote the business. The strength of the article is simple layout used by the writer. The challenges are lack of proper format of research writing, for example, there is no literature review, data analysis, findings, conclusion, and introduction. The results are not supported by other research papers or quantitative data (Dettman-Bielefeldt, 2016). 8 Dettman-Bielefeldt, T. (2016). Small-business marketing evolves with social media. Herald Times Reporter Retrieved from https://search-proquestcom.ezproxy.trident.edu/docview/1759230662?accountid=28844 Accodring to views put forward by Dettman-Bielefeldt, T. , social media has continued to evolve and present new challenges in small-business marketing. Businesses are recognizing that it is not enough to just exist online; that you need to be relevant and that comes from having purposeful online strategy.The study is relevant to this research because it expounds on how a company should strategically market in a competitive business environment. The paper emphasizes that businesses should be more thoughtful about their online strategies. Ninety-six percent of the small businesses say that the activities related to the use of social media for the promotion of business are handled in the house but 19\% says that they would prefer to outsource it. Around 33 hours per week are spent on marketing activities which is equivalent to $273. The strength of the article is the results are presented in the quantitative terms like 40\% business is preferred television and radio ads, 23\% prefers online banners, 20\% preferred local print ads, and 22\% prefers the website. The challenges are lack of proper format of research writing, for example, there are no literature review, data analysis, findings, conclusion, and introduction (Constant contact: Small business owners express desire to outsource social media and other marketing activities, 2013). With the increase in the usage of social media, many businesses have also established their presence on social networking sites. Social media is used to share viral messages (Schulze, Schöler, & Skiera, 2015). The focus of the article is to present the various ways by which the strategies can be framed to fulfill the need for advertisement. The paper focuses on social media marketing for different types of products. The strength of the paper is quantitative nalysis like 9 7\% social marketing strategies targeted for the strangers while rest of them are targeted to the friends, similarly, 11\% off the social media campaigns follows incentive strategies and the rest of them do not follow the incentive strategies. The challenges are lack of proper format of research writing, for example, there are no data analysis, findings, conclusion, and introduction. Schulze, C., Schöler, L., & Skiera, B. (2015). Customizing social media marketing. MIT Sloan Management Review, 56(2), 8-10. Retrieved from https://search-proquestcom.ezproxy.trident.edu/docview/1650910666?accountid=28844 This study was conducted by Schulze, C., Schöler, L., & Skiera, B.The key points and impacts for businesses and in particular marketers is that social media marketing is extremely useful and in some cases more effective than traditional forms of marketing. Key points include although social media marketing is useful it doesn’t work for all products and brands and that the use of social media marketing is only successful when the marketer knows their target market and what social media sites their market uses. By understanding their primary target market, marketers and organizations will be better able to customize their campaign and message to the right consumers in the right place and time.This Article is relevant to my research as it adds value by supporting the idea that social media is increasingly being used in organizations to improve relationships with consumers and mentions how consumers respond well via clicking and liking topics that interest them. Social media marketing has become very useful for the businesses of the 21st century. The article targets to identify the research gap between the two research questions: how is strategic social media marketing defined and conceptualized? and what factors demand consideration when constructing an organization social media marketing strategy? The article provides a theoretical framework related to effective social media marketing strategy (Felix, Rauschnabel, 10 & Hinsch, 2017). The strengths of the article are easy identification of main parts of article like introduction, data collection, data analysis, and so on. The paper clearly states the two research questions. The analysis shows how quantitative data was collected and obtained the results. Easy interpretation of the conclusion is given. The article doesnt have any weakness because each and everything is presented with details. The study was developed by Felix, Rauschnabel, & Hinsch.The author outlines that social media marketing is an integral element of 21st-century business. However, the literature on social media marketing remains fragmented and is focused on isolated issues, such as tactics for effective communication.This study is relevant to my study because the current research applies a qualitative, theory-building approach to develop a strategic framework that articulates four generic dimensions of strategic social media marketing. It is relevant to my topic in that Social media marketing scope represents a range from defenders to explorers, social media marketing culture includes the poles of conservatism and modernism, social media marketing structures fall between hierarchies and networks, and social media marketing governance ranges from autocracy to anarchy. By providing a comprehensive conceptualization and definition of strategic social media marketing, this research proposes an integrative framework that expands beyond extant marketing theory. Furthermore, managers can apply the framework to position their organizations on these four dimensions in a manner consistent with their overall corporate mission and objectives. Social media has been targeted for functional branding instead of intentional branding. The article has presented the relationship between social media marketing strategies, functional branding and intentional branding. Information is collected from 133 participants from Jordan marketing departments. The analysis is based on the statistical tool SPSS. The analysis shows 11 that there is a need to examine the concept of intentional branding and its used in controlling the image of the brand among the customers. The strengths of the article are easy identification of main parts of article like introduction, data collection, data analysis, and so on. The paper clearly states the research questions and hypothesis. The questions are which strategy may attract a customer to convert from a browser into a paying customer? and What is the orientation of social media marketing between the functional strategy and the intentional strategy? The analysis shows how the quantitative data was collected and obtained the results using descriptive analysis and hypothesis testing. The only challenge of the article is the interpretation of the results because the paper focuses on the hypothesis testing which is not easily understandable by the common man (Al-Zyoud & Al-Ahliyya, 2018) The study was developed by Al-Zyoud & Al-Ahliyya.The authors outline that social media presented by the Arab Social Media Influencer Summit (2015) it was mentioned that 86\% of young individuals between the ages of 25-35 are involved in almost every social media website there is. Jordan registered the highest usage within the Levant are of Facebook and WhatsApp with a high usage and involvement among young citizens. The current research study is relevant to my research since it aims at examining the role that social media marketing played among individuals in Jordan; precisely females and how it increased their impulsive purchasing of items through a social media platform. This paper is relevant in that through the quantitative approach, and using the questionnaire as a tool, the researcher analysis indicated that social media marketing had an influence on impulsive purchasing behavior among shoppers noting to the variabl ... Purchase answer to see full attachment