SOCIAL NETWORK
Nishi Shah
INTRODUCTION:
The term social networking refers to the use of internet-based social media sites to stay connected with friends, family, colleagues, customers, or clients. Social networking can have a social purpose, a business purpose, or both, through sites like Facebook, Twitter, LinkedIn, and Instagram.
OBJECTIVES: To study the underline phenomenon of Social Network.
LITERATURE REVIEW:
1. ROLE OF SOCIAL NETWORK IN THE STARTUPS
Almeida, F, et al (2020) says startups play an important role in the social and economic context, contributing to several areas such as technological advance, opening of new markets, increase in the quality of services, or decrease in the unemployment rate.LinkedIn can be used by startups to obtain several benefits such as brand awareness, identification of new opportunities, customer feedback, among others. The results of this study are essentially useful in a practical dimension for companies that plan to start or improve their internationalisation process on social networks. The target audience can provide a characteristic of your new ideas as well as give you suggestions where you should be moving further. Social networks provide the establishment and development of international relationships, contributing to increasing initial credibility, access to additional relationships and established channels, help firms in lowering costs and minimising the risk of internationalisation.
2. MARKETING TECHNOLOGY TOOL
Han, H. et al (2021) says social networking services (SNSs) and their websites (e.g Twitter, Facebook, and Instagram) have considerably influenced and altered customers’ responses and behaviours.Since age is regarded as one of the most vital personal characteristics, academics have investigated age and its role in a variety of consumer behaviour and tourism sectors.Their findings revealed that the relationship between innovativeness and attitude and its influence on intentions are considerably moderated by age. Consistently, SNS engagement with a brand/product/place refers to customers’ level of involvement in conversing and communicating with others about a particular brand/product/place through social networks both directly and indirectly. Despite the importance of social networking services (SNSs), their engagement and their role as a critical marketing technology tool in explaining travellers’ approach behaviours are not well known.
3. FASHION MARKETING
Castillo-Abdul, et al (2021) says social media fashion influencers try new fashion products, adopt fashion trends and have power in what their audience purchases. Social media fashion influencers gain a following through promoting fashion products, and posting about their lavish lifestyles attained through their higher socioeconomic status. THE FASHION SECTOR has changed its way of accessing an increasingly massive and demanding public as an interpretation system and as a relevant economic sector for our community. It has been transformed and groomed in a general way. The processes of analysis production distribution and consumption have changed due to a consolidation of this new global and connected contact.
By 2020, 82% people will be using fashion platforms to connect people as brand purpose INSTAGRAM, FACEBOOK, TIK TOK, WHATSAPP.
4. COSMETIC INDUSTRIES
Amrina, U. et al (2021) says cosmetic advertising is the promotion of cosmetics and beauty products by the cosmetics industry through a variety of media. The advertising campaigns are usually aimed at women wishing to improve their appearance, commonly to increase physical attractiveness and reduce the signs of aging. Due to covid pandemic there was a fall in the cosmetic industry but as nowadays consumer demand has been shifted to personal care cosmetics rather than any other beauty products. Cosmetics SMIs have faced many challenges as their main aim is to produce good and higher quality products without making any waste. SMIs has used a strategy called Model Based Strategy to help managers and stakeholders for better decision making.
5. THE EFFECTS OF INSTAGRAM MARKETING
Cho-I, P. et al (2022) says instagram is a place where people tend to interact, communicate related to a product. It is a place to communicate and exchange their opinions (whether they love the product or hate the product ) via the mode of social media. Social media or social network is a platform where one can establish their business and can get success. Customization refers to a degree which social media provides customers to meet their preferences or expectations. In marketing brand equity is important as it refers to assets and liabilities with its logo and name. Brand equity has 4 sub constructs i.e. (Brand Awareness, Brand Loyalty, Perceived Quality and Brand Image).
6. HOTEL BRANDING
Breznik, K., et al (2021) says branding is a renowned concept and a useful tool for companies to identify and differentiate products or services in consumers’ minds.Hotel branding is a hospitality industry 2.0 is more than just choosing a name, logo and a key value proposition. Nowadays with the advent of social media a proper strategy needs to encompass storytelling in order to not only define your value but also to communicate them. Frontline employees are the ambassadors and practitioners of an organisation; their attitudes and behaviour influence the firm’s image.Frontline employees are the ambassadors and practitioners of an organisation their attitudes and behaviour influence the firm’s image.
7. MODERN AND TRADITIONAL FORMS OF MARKETING
Korenkova, M. et al (2020) says market-based measures complement accounting measures by providing deeper insights into corporate performance and incorporating future performance expectations. Modern marketing is long term oriented. Traditional marketing focuses on products only. Modern Marketing concepts focus on customer’s needs and wants. It targets customers in focus of product/service selling and availing high profit.Several specialised articles have conducted surveys on the influence of various forms of advertising on customer behaviour and decision-making, or have dealt with the analysis of individual social network.According to information available, only a few authors have dealt with the customers´ perception of advertising. If a company wants to succeed in a tough competitive environment, it must consider all the options to be more visible. One of these possibilities is advertising, which exists in a considerable variety of forms.
8. SUSTAINABLE PARTNERSHIP
Tzu-Fei Hsiung, et al (2021) says value creation provides customers with novel, more effective, or higher-quality products or services that bring new economic benefits to the enterprises. These partnerships involve two or more businesses teaming up with each other for mutual benefits related to sustainability goals. Sometimes, a corporate brand and a nonprofit from the same industry will pair up, but, otherwise, entities from multiple sectors get together and pool their resources. Service-oriented marketing is required to draw attention to the operant active resources constituting competitive advantage and performance competency. Under the product-oriented marketing strategy, the process of traditional value creation is placed inside the enterprise.
9. HEALTHY FOOD ON SOCIAL NETWORK
Pilař, L. et al (2021) says social networks and social media are highly interrelated concepts. An example is the Twitter platform, which is a social medium that is built on users’ social networks. A basic analysis of the frequency of the use of individual hashtags in 2020 revealed that the hashtag #healthy lifestyle was the most used hashtag in connection with the hashtag #healthy food. Thus, weight loss may not be associated with obesity but may be connected with the need to get a figure in the underweight. The results revealed that users most commonly associate healthy food with a healthy lifestyle, diet, and fitness. Foods associated with this hashtag were vegan, homemade, and organic. Given that people change their behaviour according to other people’s behaviour on social networks.
10. IMPACT OF SHOPPING BEHAVIOUR
Online shopping during the pandemic has its pitfalls, such as impulsive purchases. Naeem presented interesting studies on how social media can shape fear and consumer responses during the COVID-19 pandemic, focusing on analysis of the role of social media to create panic behaviour and thus a panic buying reaction. Social media has had a significant role during the coronavirus crisis. Its influence and impact are visible in various areas of our lives—from work, through education and entertainment, to shopping. The COVID-19 pandemic and the associated social distancing and lockdown made individuals increasingly turn to social media for support, entertainment, and connection to other people.
CONCLUSION
Social media changed our life so much. Our life became more convenient because social media is a very useful tool for us in the 21st century, it could help us to improve our life. However, we have to be aware of how we use them. If we could use social media smartly, having social media will become a good change for us. Social networks helps the people to start up their own business through marketing via different modes of social apps like (Instagram, Twitter, etc). Their are many effects of marketing products from the help of instagram like (cosmetics industries, fashion marketing, etc).
REFERENCE:
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Amrina, U., Hidayatno, A., & T Yuri, M. Z. (2021). A model-based strategy for developing sustainable cosmetics small and medium industries with system dynamics. Journal of Open Innovation : Technology, Market, and Complexity, 7(4), 225. doi:http://dx.doi.org/10.3390/joitmc7040225
Breznik, K., Law, K., & Gorenak, M. (2021). Hotel branding exposed: A content analysis of related organisational values. Organizacija, 54(3), 180-191. doi:http://dx.doi.org/10.2478/orga-2021-0012
Castillo-Abdul, B., Bonilla-del-Río, M., & Núñez-Barriopedro, E. (2021). Influence and relationship between branded content and the social media consumer interactions of the luxury fashion brand manolo blahnik. Publications, 9(1), 10. doi:http://dx.doi.org/10.3390/publications9010010
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