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SLP4 – Review the paper you submitted in SLP3, and make a final edit using Track ChangesAlso 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. monica_slp_3.1_doc_660.docx monica_slp_3_updated.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 © 2020 Monica Patrick CHAPTER II: LITERATURE REVIEW 1 INTRODUCTION Since the 1990s, social networks have become widespread globally (Campbell, Anitsal, and Anitsal, 2013). The development of Internet technology has changed the form of communication that affects billions of people. Social networks are online communities based on Internet technologies that enable the functions needed for greater interaction between companies and customers. Due to the expansion of Internet users, broadband connectivity, ease of use, and rapid distribution of social networks; more and more companies have developed appropriate marketing strategies (Goi, 2014; Zhou and Wang, 2014). The higher growth rate of registered Internet and social media users is why marketers are joining social media platforms (Carim and Warwick, 2013). Social networks are important for understanding all aspects of customers and the company. When customers utilize “social media,” they can access product information, online reviews, eligibility for goods and services, and pre-purchase decisions through social media (Wang and Chang, 2013). As a result, companies have more options to define marketing strategies, such as building customer relationships, public communications, digital content channels, flexible advertising, and cheap operations (Best, Manktelow and Taylor, 2014). Social media marketing has been studied through quantitative and qualitative research. For example, in quantitative research conducted by Schniederjans, Cao, and Schniederjans (2013), the use of social network sensitive management strategies in behaviors between praise, intimidation, organizational promotion, and begging is largely related to business outcomes. It can cover financial aspects and marketing results. In this study, the marketing results include SMEs results, which can be both financial and non-financial indicators. Therefore, marketing results can be 3 evaluated based on the results of the previous year, such as increased sales growth, net profit, reduced cost of sales, and leader or manager satisfaction (Eid and El-Gohary, 2013; OSullivan and Abela, 2007).Furthermore, most social network research has focused on consumer perspectives such as consumer behavior, electronic verbal communication, and online shopping (Eagleman, 2013; Wang and Chang, 2013; Wolny and Mueller, 2013). These topics highlight research gaps in the literature. Interestingly, in the context of ecommerce, there are two main points, namely the rapid growth of registered users of any social media platform; however, the percentage of using social media strategies in B2C transactions is still the lowest. This is a warning and challenge in e-commerce operations; we also need to understand how to build a competitive advantage and successful marketing results. Marketing is the biggest battle that marketing teams have to face, and its also the senior management of small businesses. Whenever a customer thinks about a product or service, the seller wants to link that product or service to its brand compared to its competitors. Whether through traditional or digital marketing techniques, small business owners are busy promoting their business. One of the best ways to win the marketing war is to use social media marketing methods (Haigh, Brubaker and Whiteside, 2012). Social media marketing is a form of internet marketing that involves creating and exchanging content on social media platforms to achieve marketing and brand goals. This is one of the most powerful forms of marketing for companies of all sizes. The number of global social media users increased from 970 million in 2010 to 2.62 billion in 2018. The most commonly used social platforms are Facebook, Instagram, Twitter, YouTube, Pinterest, etc. Social media marketing helps companies achieve their marketing goals by taking advantage of Increased website traffic, increased brand awareness, communication and interaction with the public, and the 4 establishment of brand identity (Hassan, Nadzim and Shiratuddin, 2015).Therefore, the main purpose of this study is to investigate the relationship between the SMEs dimension and marketing results in e-commerce companies. 2 LITERATURE REVIEW In this study, a conceptual framework of social media marketing strategy and marketing outcome is explicitly discussed and elaborately examined. SMMS is a big problem for Internet marketers and can help companies improve their marketing results in the digital age. One aspect of social media marketing is meeting traditional marketing needs, which is a new type of information management practice (Dahnil et al., 2014). Thats why social media is a new type of media that companies should engage with their customers in social media design and planning. In addition, previous research found that social networks are new marketing tools to interact with customers. Therefore, Parveen, Jaafar, and Ainin (2015) point out that social network are used for various purposes, such as advertising, promotion, brand development, information retrieval, and strengthening customer relationships. In addition, it impacts business results by reducing marketing activities and customer service costs. Similarly, the study looked at the impact of social networks on the Malaysian banking industry, such as dialogue, communication, publishing and participation. Therefore, communication between banks and their customers requires the use of social networks, especially to support the development of new products or product innovations, improve customer satisfaction, and establish an image of “organizing and promoting strategic development” (Goi, 2014). This shows that social media marketing can be not only a new communication tool, but also a new way to showcase the products and services that companies are working to promote and achieve better competition in the digital age. In addition, Dateling and Bick (2013) revealed three 5 main points of the commercial utility of social networks in South Africa, including: digital product promotion, customer service / reputation management in online delivery, and potential content in the marketing process. Social networks can not only communicate with existing customers, but also acquire new customers. Based on the literature review, this study defines SMMS as a marketing action plan that covers all sales, public relations, and customer service through social networks, online communities, or any collaborative media. For better performance (Barker et al., 2013; Evans, 2010). The implementation of the conceptual framework can provide dimensions for social media marketing strategies integrated into previous research (Badea, 2014; Frambach, Prabhu and Verhallen, 2003; Ma, Pant and Sheng, 2011; Bodlaj et al., 2012). These include customer communication channel methods, product diversity introduction knowledge, proactive ability to understand competition, and the direction of market response capabilities, as explained. Social networks play a very important role in most small businesses. But when they use social media to grow their business, they dont have the strategy they want. The study identified the strategies that small businesses must use to interact with their customers. The document results show how to build relationships, increase sales, increase brand awareness, focus on relationships and start interacting. The advantage of this article is that it is easy to identify the main parts of this article, such as the introduction, data collection and upcoming data analysis. The document clearly raises two research questions: How do small businesses known for social media build their own businesses to attract customers attention? How can small businesses increase sales through social networks instead of other social networks? Analysis shows how to collect quantitative data and get results. The only drawback is the introduction of the entire history, as well as the structure of the data collection for discussions and outcome participants (Gholston, Kuofie and Hakim, 2016). 6 Social media has led to fundamental changes in the availability of information and the way in which products are delivered to end consumers. Small business leaders use social media extensively to increase awareness and sustainability. Taneja and Toombs (2014) pointed out that the purpose of this article is to check whether social networks have effectively promoted the company and which social network is leading, the differences in the use of social networks compared to competitors, and the advantages and limitations of traditional social networks the way. The most important information in this article is the most important information that has been introduced, such as the comparison between social networks and traditional media, and the advantages of social networks in identifying visibility, sustainability, and profitability. The pros and cons of using social media for marketing and the challenges encountered during implementation. Successful strategies that small businesses can apply; the weakness of this article is the lack of quantitative analysis. However, the goal is to simplify but ignore one of the important aspects that should be classified as a research article. Taneja and Toombs (2014) report that social media has changed the way information is provided, structured and usable to reach current and future customers and other customers. Small business leaders use social media marketing to increase their business visibility, feasibility, and sustainability to survive in todays highly competitive era. This document is very important for my research because it reveals my theme by increasing the value of literature by reducing the emphasis on the role and importance of social networks in small businesses. The goals are: (1) to analyze the most effective social networks in marketing and promoting small organizations; (2) to study the advantages and limitations of social media in small business marketing strategies compared to traditional promotional tools; (3) to identify social networks How to help companies differentiate 7 from competitors; (4) Analyze the importance of small businesses that include social media in their marketing activities. The main purpose of advertising is to increase awareness. In recent years, companies have shifted from traditional marketing strategies to digital marketing and social media marketing. Small business owners are skeptical of social and digital marketing. This document focuses on analysis of results based on statistical analysis such as ANOVA. This document presents the results based on quantitative and qualitative analysis. The strength of the article is an analysis based on quantitative data obtained from respondents classified by gender, age, education and company size. The results are easy to explain because Facebook is a widely used social network and email is the digital marketing medium for advertising products. The weakness of this article is that it did not provide detailed information as a participant in research and data analysis (Cole, DeNardin and Clow, 2017). The entrepreneur is so involved in day-to-day business activities that he doesnt realize how much time should be spent advertising the company. In recent years, many social media options (e.g. Facebook, Instagram, Twitter, etc.) have been developed and used to promote the company. The strength of this article is the simple design used by the author. The challenge is the lack of appropriate forms of writing research, for example, a lack of literature review, data analysis, conclusions, conclusions, and acceptance. The results are not supported by other research documents or quantitative data (Dettman-Bielefeldt, 2016). According to Tettman-Bielefeldt, T., social media is constantly evolving and presenting new challenges in the marketing of small businesses. Companies recognize that online presence alone is not enough. It must be appropriate and have an online strategy for a specific goal. The study is relevant to this study because it explains how companies make strategic sales in a competitive 8 business environment. The document indicates that companies should consider their online strategies more carefully. Ninety six percent of small businesses report that social media activities used for business promotion are managed at home, but 19\% of companies tend to outsource them. About 33 hours per week are used for marketing activities, which is equivalent to $ 273. The advantage of this article is that the results are presented in a quantitative form, because 40\% of companies prefer to advertise on TV and radio, 23\% of companies prefer online banner ads, and 20\% of companies prefer local media with advertising, 22\% of companies prefer websites. The challenge is the lack of appropriate forms of writing research, for example, a lack of literature reviews, data analysis, results, conclusions, and recognition (continuing contact: small business owners willing to outsource social media and other marketing activities, 2013). With the popularity of social networks, many companies have stabilized their presence in social networks. Social networks are used to exchange virus information (Schulze, Schöler and Skiera, 2015). The purpose of this article is to introduce different approaches to developing a strategy that meets your advertising needs. This document focuses on social media marketing for different types of products. The purpose of this work is to perform quantitative analysis. For example, social marketing strategies for strangers account for 7\%, while social marketing strategies for friends account for 7\%. Also, unlike other strategies, reducing activity in social networks by 11\% is consistent with incentive strategies. Follow incentive strategies. The challenge strategy is the lack of properly documented research formats, such as data, results, conclusions, and performance analysis. Social media marketing has been very useful for companies in the 21st century. This article aims to identify the research gap between two research questions: How to define and conceptualize strategic marketing in social media? What factors should be considered 9 when developing an organizations marketing strategy in social media? This article provides a theoretical framework related to effective marketing strategies in social media (Felix, Rauschnabel, and Hinsch, 2017). The advantage of this article is that it is easy to identify the main parts of the article, such as introduction, data collection, data analysis, etc. The document clearly points out two research questions. Analysis shows how to collect quantitative data and get results. There are no weaknesses in this article, as each weakness is described in detail. Social networks target functional brands, not target brands. This article introduces the relationship between marketing strategies in social media, functional brands and target brands. The information comes from 133 participants in the Jordanian market sector. The analysis is based on the SPSS statistical tool. Analysis shows that the concept of the target brand should be explored and used to monitor the brand among customers. The advantage of this article is that it is easy to identify the main parts of the article, such as input, data collection, data analysis, etc. The document clearly defines research questions and assumptions. The question is: which strategy encourages customers to switch from browsers to paying customers? What is the direction of social media marketing between functional and targeted strategies? The analysis shows how to collect quantitative data and how to obtain results through descriptive analysis and hypothesis testing. The only challenge in this article is the interpretation of the results, as the document focuses on hypothesis testing that is not easily understood by ordinary people (Al-Zyoud and Al-Ahliyya, 2018). Arrigo (2018) provides a comprehensive and important systematic approach to the academic literature on social media marketing. The focus of this article is to use relevant headings to distinguish aspects such as introduction, theoretical basis, research methods, data extraction, results and discussion. The challenge for this article is the lack of quantitative data analysis, the 10 use of literature reviews to draw conclusions, and the difficulty of finding the results of this article with numbers. Over the past decade, social marketing has proven to be a major area of research. The study involved 371 students from a large university in India. Social media marketing activities have five dimensions. Social media marketing has a positive impact on customers, and customer equality factors have a positive impact on customer loyalty. The advantage of the article is the use of statistical analysis to obtain results. The challenge of this article is that it is difficult to understand the results of hypothesis testing, the structure of the research documents that are missing from the documents (such as introductions, literature reviews, research methods, etc.) and the results of difficult to identify documents due to too much information. He provides content that prevents readers from reading the entire document (Yadav and Rahman, 2018). It turns out that social media is a powerful tool to promote the companys development, which can not only increase revenue, but also increase brand awareness and provide a competitive advantage. Small businesses must determine what they want to achieve and plan their marketing strategies accordingly. Some important factors to consider are controlled social media channels and target market analysis. The advantage of sources is that applications can be easily interpreted based on marketing strategies. Weaknesses include the lack of a format suitable for writing research. For example, research does not include abstracts, data analysis, literature reviews, conclusions, etc. The study did not propose an analysis based on any theory, but merely a peerreviewed article. This theory has not been empirically verified (Choudhary, 2018). According to Choudhara, social networks have become a great medium for all businesses today. Because these platforms can generate more revenue, attract more companies, and increase brand awareness, todays companies must have sound social media marketing strategies. These 11 channels can be used to connect with recipients to generate high-quality content, multimedia and personalization. The document complements my research background and emphasizes the importance of social networking. Small businesses must consider the current environment in order to be able to use social media effectively. However, most companies do not specify a pre-sales strategy. It is necessary to determine the pros and cons of social networks, their applications and customer engagement. Some advantages are flexibility and cost effectiveness, while disadvantages are confidentiality and hacking. The strengths of this research are discussions related to important achievements that have been achieved, such as strategies, customer engagement, applications, strengths and weaknesses, applications and methods in small companies. This article doesnt have any weaknesses because everything has been covered in detail. Sources of terms used in this article are scientific journals and bo ... Purchase answer to see full attachment