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Role of Social Media in Marketing
Robert Benders
Columbia Southern University
RCH 5302
Professor Michael Laverty
Role of Social Media in Marketing
Introduction
The proposed aspect of study in this report seeks to integrate a comprehensive analysis of the future of social media in the marketing context. In understanding this, the study is structured to provide the research background, identify the research problem, as well as various research questions generated. The research will also offer substantial evaluations of the qualitative and quantitative methods and approaches that are applicable to the study.
Research Background
In the modern world, it is ideal to highlight that business enterprises are viable to adopt social media as an avenue toward success. The assimilation of social media provides an opportunity to incorporate an interactive structure between the clients and the providers in a business setting. Given this field has experienced diverse evaluations, this research will rely on existing literature. As a result, the need to emphasize the future trends in social media effectiveness in marketing offers a study aspect with a lower focus (Bala & Verma, 2018). It is based on the establishment that vast studies major on the formulation, implementation, and compatibility of social media in marketing.
Accordingly, understanding the future of social media in marketing mandates an evaluation of its history. Over the last years, there are increasing trends in the adoption of social media on the internet among consumers. Conversely, there seemed to be minimal consideration of social media as a marketing tool that helped improve the communication avenues in the delivery of consumer-based goods and services aided by social media platforms (Misirlis & Vlachopoulou, 2018). Hence, proposing the study on social media in marketing will help present businesses with a potential future trajectory on the effectiveness of social media as a marketing tool.
Research Problem
In this study, the problem identified seeks to analyze the future of social media marketing considering the potential advancements that will be potentially experienced in social media in improving or undermining business marketing. Insightfully, it is necessary to note that social media constitutes connections, relationships, and interactions (Misirlis & Vlachopoulou, 2018). As such, it signifies that the possible interactions are evaluated based on the provider-consumer relationship established on social media platforms.
Research questions
Based on the established research problem, several research questions were highlighted as follows.
1. What is the influence of social media on business branding and influence on success?
2. What hindrances are viable to counter social media in marketing?
Ideally, these questions are substantial in comprehending elements of social media’s future in marketing. In contextualizing the future of social media, it is insightful to evaluate the influence and role asserted by social media. Besides, integration of social media aspects is valued as an approach that aims to mitigate business challenges experienced. Therefore, elaborating on the viable obstacles in social media marketing will offer acumens on the proposed future trajectory.
Comparing Qualitative and Quantitative Research Methods
Developing comprehensive research necessitates effective assimilation of the research methods that help enrich ideas presented in the study. Primarily, the qualitative research methods are highlighted as those that offer an explanatory perspective to evaluate diverse approaches conceptualized through an empirical study (Greckhamer et al., 2018). Through this, it will empower the researcher to acquired robust knowledge and understanding of different factors, motives, as well as the need for empirical research. Also, it is assistive in comprehending information or data and opinions projected through quantitative approaches to research.
Comparatively, quantitative research methods are effective in presenting a quantified research problem through statistical data which ease interpretation and conceptualization. Here, it will allow the researchers to evaluate the trends in consumer perspectives as the main participants analyzed in the study. The quantified data is valued as more structured in comparison to qualitative data (Zyphur & Pierides, 2020). It is because, in quantitative research, there is the incorporation of surveys that are readily available through social medial platforms for users to fill. Further, this method allows for the inclusion of telephone-based interviews and observations.
Given the two research methods, this research tends to rely more on the qualitative approach. In this selection, the writer considers the effectiveness of the research method in providing explanatory perspectives that are easily examined through a literature review. Moreover, adopting the qualitative research method will allow assessment of the potential challenges encountered in social media marketing which allows for the prediction of the future (Aspers & Corte, 2019). The cost-effective nature of the qualitative research method empowers its selection over the quantitative research method.
Possible Approaches in the Research
Notably, it is highlighted that the research incorporates the qualitative research method due to its effectiveness in enhancing the study outcomes. From this approach, it will allow for substantive analysis of the explanatory literature. To compile the information and data, this research will include studies from various sources that offer relevant resources. These are inclusive of the CSU Library, Google Scholar, and EndNote together with others that present the research with helpful books, journals, and accessible literature guides. In ensuring that the results of the study were relevant, there are several key phrases used such as “influence of social media,” “role of social media in marketing,” and “hindrances in social media marketing.” Guided by these key phrases, it makes it possible to sort the results to exclude or include relevant resources. Since the research seeks to propose a future trajectory of social media in marketing, it is ideal to integrate only the latest and peer-reviewed resources.
Conclusion
Overall, projecting the future of social media marketing is a considerable area to focus on in the study. This is because awareness helps businesses conceive effective approaches that lead to the maximization of social media in marketing. Hence, providing this research proposal plan will be helpful in developing a comprehensive study that can be used by business enterprises in evaluating the need to venture into social media marketing.
References
Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.
Aspers, P., & Corte, U. (2019). What is qualitative in qualitative research? Qualitative Sociology, 42(2), 139-160.
Greckhamer, T., Furnari, S., Fiss, P. C., & Aguilera, R. V. (2018). Studying configurations with qualitative comparative analysis: Best practices in strategy and organization research. Strategic Organization, 16(4), 482-495.
Misirlis, N., & Vlachopoulou, M. (2018). Social media metrics and analytics in marketing: A mapping literature review. International Journal of Information Management, 38(1), 270- 276.
Zyphur, M. J., & Pierides, D. C. (2020). Statistics and probability have always been value-laden: An historical ontology of quantitative research methods. Journal of Business Ethics, 167(1), 1-18.