Social Marketing as Social Networks : Interests or Passion

Literature Review:

Consumer Likes or dislikes for word of mouth communication and online social networks

Meeyoung Cha (2010) has addressed that direct links in social media represents about anything whether intimate friendship for common interests or passion for the gossips of celebrity. Such activities determines the flow of information and indicates about the influence of users. It is the crucial concept of viral marketing and sociology. Author has analyzed the information using in-depth comparisons of the factors such as retweets, mentions and indegree. The findings of the study determines that popular users having higher indegree are not influenced by the spanning retweets or mentions. At the end of the literature, it is concluded that influences are not gained through concerted efforts such as limited tweets for a single topic (Meeyoung Cha, 2010).

This paper has investigated about the effectiveness and role of proactive management in creating customer to customer communication. The researchers were more focused towards understanding the fact that how words of mouth affects the communication (Kim, 2011). For this purpose, the data has been collected using two sources: (1) the field test of customers and non-customers is conducted and, (2) online experimentation is done. The whole process of experimentation was divided into two sub problems: (1) how word of mouth drives the sale and, (2) which agents are most effective in creating this kind of sales? The results of the study determine that sales through word of mouth are driven by the less loyal customers. This kind of sales occurs between acquaintances (Godes & Mayzlin, 2009).

Kozinets, Valck, Wojnicki, & Wilner (2010) had provided a comprehensive study about the word of mouth marketing. This is being disclosed in the research that word of mouth marketing is the firm’s intentional approach that has launched for influencing the communication taking place between the customers and retailers. With the passage of time, this has became an increasingly important technique. This article has illustrated that how marketers who have adopted social media marketing methods were facing a situation of networked coproduction of narratives. For the collection of data, eight-three blogs were followed by the researchers for around 6 months. The findings of the study revealed that network of communication adopts four strategies mainly that involves endorsement, embaracement, explanation and evaluation. The narrative model of study employed for the analysis of data has discovered that word of mouth does not only amplify the marketing messages while it also alters the meaning of marketing messages through embedded processes (Kozinets, Valck, Wojnicki, & Wilner, 2010).

Digitalization of Word of Mouth acting like a promises and challenges for online feedback mechanisms

Chrysanthos Dellarocas (2003) has discussed about the mechanism that differs from social marketing to traditional word of mouth networks. Online feedback mechanism has provided evident information about the bidirectional communication capabilities for the word of mouth networks. Organizations like e-bay and other technological organizations working for fostering cooperation and building trust among the online market customers has a great impact of social marketing. The growing popularity of social marketing has the potential impact on the wider range of management activities such as customer acquisition, brand building, product development, quality assurance and customer retention. This paper has surveyed about the factors that are affected by the new possibilities and challenges (Dellarocas, 2003).

Christy M.K. Cheung (2008) examined that web based technologies has risen numerous opportunities for many social networking and online sites. Electronic word of mouth communication is the result of such technologies. This phenomenon has a great impact on the online customers. The easily accessible information on internet plays a vital role that affects the online consumption decisions of the buyers. The purpose behind this research is to investigate the reason that is lying behind opinioin seekers for adopting the virtual sharing platform. For  examining the information collected, a dual process theories were developed. The findings of the study defines that quality contructs is the biggest factor that lies behind the adoption of electronic word of mouth. In th whole process, relevance and comprehensiveness are the most effective contents (Christy M.K. Cheung, 2008).

Erin M. Steffes, 2009 has researched over the power of word of mouth (WOM) and its influence over the cusomers decision making power. It is evidenced that the present ability of online customers for the adoption of online communication has facilitated for the fundamental changes in the structure of word of mouth interaction (Staab, et al., 2005). This has exposed the customers from virtual strangers for WOM interaction. The data for the study is collected using survey through questionnaires. The survey contains 20 questions. The final results of the study reveals that with the emergence of social networking and different websites on internet, the interest of the customers and users has spawnned. This is the first study that has evaluated the strength of electronic Word of mouth in the context of homophily, decision making and strength. The study has also thrown some light over the existing theories that has detailed about the preferences of customers for online word of mouth (Erin M. Steffes, 2009).

Bibliography

Christy M.K. Cheung, M. K. (2008). The impact of electronic word‐of‐mouth: The adoption of online opinions in online customer communities. Internet Research , 18 (03), 229-247.

Dellarocas, C. (2003). The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science , 49 (10), 1407 – 1424.

Erin M. Steffes, L. E. (2009). Social ties and online word of mouth. Internet Research , 19 (01), 42-59.

Godes, D., & Mayzlin, D. (2009). Firm-Created Word-of-Mouth Communication: Evidence from a Field Test. Marketing Science , 28 (04), 721-739.

Kim, S.-C. C. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising , 30 (01), 47-75.

Kozinets, R. V., Valck, K. d., Wojnicki, A. C., & Wilner, S. J. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing , 74 (02), 71-89.

Meeyoung Cha, H. H. (2010). Measuring User Influence in Twitter: The Million Follower Fallacy. Association for the Advancement of Artificial Intelligence.

Staab, S., Domingos, P., Mike, P., Golbeck, J., Ding, L., Finin, T., et al. (2005). Social networks applied. IEEE Intelligent Systems , 20 (01), 80-93.

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