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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Social Media Network—A Seminal Paradigm for Interactive Marketing
Author(s)
Kumarashvari Subramaniam, T.R. Gopalakrishnan Nair
Full-Text PDF
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DOI:10.17265/1537-1514/2013.02.010
Affiliation(s)
Kumarashvari Subramaniam, Institute of Postgraduate Studies, Faculty of Management, Cyberjaya, Malaysia.
T.R. Gopalakrishnan Nair, Aramco Endowed Chair, Prince Mohammad bin Fahd University.
ABSTRACT
In the era of globalization, effective communication between the enterprises and the target audience is a crucial issue in achieving strategic targets in business. However, with the advancement in the technology, especially the introduction of Internet in the 20th century, marketing communication channels are subjected to a quiet transition incorporating the facilities of the social media networking. This paper discusses the transition scenario of marketing communication channels from traditional architectures to social media networking. It is an undeniable fact that the traditional channels like newspaper, billboards, radio, etc. are still in vogue. However, the presences of the social media networking started influencing the way enterprises communicate with their target audience. It has become quite evident now that more individuals and enterprises are engaged in communication using the social media networking sites for business transactions. At the same time, large number of end users makes use of social media networking in reading “reviews” and the post-purchase feedback notes. The changing scenario in this domain of marketing communication has influenced this research and it involved a study spanning one year (September 2011-October 2012). This paper also intends to highlight the uniqueness of the social media networking. It also depicts how the user oriented applications manage and influence the purchase decisions of the audience. The statistical analysis is carried out to study the influential properties of social media networking and it involves the quantitative analysis of the user preferences. The samples organized for this study portrays the involvement of enterprises in the utilization of social media networking. It can be concluded that the existence of social media networking not only augments to social interaction but also extends the experience of having a desirable shopping experiences for the consumers. It also offers the enterprises an opportunity to interact with their target audiences resulting in the transfer of marketing messages.
KEYWORDS
traditional marketing communication, social media networking, virtual shopping
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