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Social media may be served as a medium to interact with people by sharing, creating, exchanging information and thought on E-commerce platforms and create networks. Social media networks include Facebook, Instagram, Youtube, LinkedIn, Snapchat and various other channels. Social media is an E-commerce technology that allows people to share their idea such as visuals, texts by online in communities and networks. Social media also plays a vital role in marketing campaigns used by many businesses to promote their products and services in the market (Manzoor et al, 2020). Firms use this to engage with clients, increase sales by promoting as well as advertising, recognizing fast moving customer trends, offer customer support and data collection. Social media channels facilitate people to access data in real time for connecting with others in community. Social media also plays a vital role in increasing online sales for companies. Firms incorporating social media within its E-commerce strategies can enhance customer brand awareness, engage more customers and meet their requirements by understanding market trends.
Social media assists in driving customer loyalty as well as remind customers to see online advertisements and promotion of product from celebrities and influencers. This can enhance the demand as well as engage repeat customers. Customer relationship management team can track social media feedbacks of customers regarding products and services review to gain deep understanding of customer needs (Dolega et al, 2021). Social media also allows companies to see market trends and competitors strategies to gain competitive advantage. Social media also helps companies to implement and adopt new technologies & innovation within their business operations to get extra sales.
Social media also assist firms to evaluate interest level of customer within their products & services using data analytics and chatbots. These technologies allow company to track customer data and search history. Companies are also using social media to get feedbacks and reviews from customers regarding their products & services so that they improve their offering with more innovation and creativity. Moreover, now customers give reviews on channels including Facebook, Instagram, YouTube, LinkedIn and Snapchat. Companies link their E-commerce sites in social media to increase more traffic, raise followers counts, allow customers to post feedbacks with responding those reviews accordingly (Melovi? et al, 2020). Companies are also using media monitoring software’s to collect data from customer feedbacks in single dashboard that makes it convenient for businesses. When incorporating with E-commerce platforms these technologies allow companies to have more control over customer posts and evaluate to handle various issues.
Aim
The aim of the study is to evaluate the impact of social media tools on E commerce growth.
Objectives
To study the concept of social media and its significance.
To analyse the influence of social media tools on E-commerce sector.
To evaluate the challenges of social media tools experienced by e-commerce sector.
To recommend strategies to mitigate the negative impact of social tools on E-commerce sector.
Q.1 What is the concept of social media and its significance in E-commerce sector?
Q.2 How social media tools impact E-commerce sector?
Q.3 What are major challenges of social media tools experienced by e-commerce sector?
The rationale of conducting this study is driven by the role of social media in shaping customer behavior, increasing brand engagement as well as influence buying decisions. Companies that recognize and leverage the control of social media can efficiently connect with target customers. It also helps in increasing interactions and thereby builds effective brand image as well as reputation at marketplace. Social media has raised the visibility & reach, enhanced customer engagement, raised sales as well as offered companies with valuable analytics and data (Chatterjee and Kar, 2020). To be efficient in E-commerce companies can leverage social media to gain competitive edge in the global marketplace. The evolving growth of e-commerce has allowed companies to handle customer needs by satisfying their needs. Staying updated with social media evolution is significant for companies to maintain its competitive edge in digital market.
The significance of the study is to analyze the importance of social media platforms helps companies to engage with target customers. Social media has transformed the way people communicate as well as interact with customers and its impact on sales. The utilization of social media channels for marketing, customer engagement and advertising has allowed firms to reach their target customer and enhance their sales (Laudon and Traver, 2020). The major importance of impact of social media upon E-commerce is the capability to increase traffic to company’s websites. Various social media tools including Twitter, Facebooks, Instagram and many more allows companies to promote its products and service to large number of audience and target market. Companies by providing relevant content can attract large number of customers to buy their products & services and increase their online visibility with rising sales.
Chapter 1: Introduction
This chapter contains details about research aim, objectives and questions that need to be followed throughout the study. It also entails reasons why the concerned study become more important in the recent times.
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Chapter 2: Literature review
In this, brief thesis will be drafted by evaluating the views of different authors relevant to the research topic.
Chapter 3: Research methodology
Third chapter specifies research type undertaken by the scholar for addressing the research problem. It also presents method which has been used for the purpose of data collection and analysis.
Chapter 4: Findings and analysis
This chapter is highly significant which clearly indicates the findings derived through qualitative research and thematic analysis.
Chapter 5: Conclusion and recommendations
Final chapter presents summary of all the findings and give clear indication about the measures that need to be taken for further improvements.
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Literature review or academic writing is a part of academic search that demonstrate understanding as well as knowledge of academic literature about the particular topic. This also involves critical evaluation of secondary data which is procedure of reviewing. This offers an overview of present knowledge that facilitate researcher to recognize relevant methods, theories and gaps in research. Literature review demonstrates the researcher with topic as well as its scholarly content. This also helps in developing a methodology and theoretical framework. An academic review in a writing procedure of synthesizing, summarizing and critique of academic found as an outcome of research. This section will include various opportunities and challenges faced by e-commerce companies in handling social media platforms to gain competitive advantage. The literature will discuss about significance of social media in the growth of e-commerce sector.
In accordance with the views of Tajvidi and Karami (2021) social media signifies the interaction among individuals in which they create and exchange data and ideas in online platforms. Social media is the significant form of real time online based communication. This type of communication is possible by various social media platforms that facilitate users to communicate with each other anytime and anywhere they want. Social media is the vital part of people’s modern life. This offers the way people present themselves online, build personal brand which allows businesses to engage with the large number of customers. On the other hand, Effendi et al, (2020) said that the rise of social media has raised the concern on misinformation and data privacy. This awareness has far-reaching implication on governments, companies and peoples.
Fraccastoro et al, (2021) examined that social media allows customers to maintain network with each other. The rise of social media is very crucial in the life of individuals and organizations in digital society. The development of social media is intricately linked to larger cultural and societal changes, social media reflects on standards, goals and values the affect people maintain and build connection in daily life. Understanding the growth of social media assists companies to foresee the direction with various tools and technologies advancements such as virtual reality and artificial intelligence. Nevertheless, Seo et al, (2020) argued that social media has become very critical force within the global business. This has modified the ways in which firm promotes their products, interact with customers as well as measure achievement. It is essential for the companies to remain competitive by using social media platforms in the digital era.
Cao et al, (2021) defined that social media offers a platform for individuals around the globe to connect and interact efficiently. This breaks down geographical hurdles that allow people to communicate with others. Social media allows users to allow networking and communication in both professional and personal life. Individuals can link with colleagues, family and friends that promote connections and expanding their social life. However, Kumar and Ayedee (2021) argued that social media has a major impact on people’s mental health which includes increased level of stress, anxiety and mental health problems. These platforms also breed ground for cyberbulling and negativity that leads to various health issues.
Li et al, (2021) examined social media channels are the main source of information and news that allow people to quickly share as well as access updates and market trends. For companies, social media is a useful tool for marketing as well as building brand image. This also facilitates firms to offer an online presence, connect with customer and endorse products or services to large number of customers. Social media allows direct communication among companies and its consumers. Firms can connect with their customer by likes, shares, comments and direct messages that offer more customized as well as better customer experience. Content creators such as Youtubers, bloggers and other companies use social media that engage with content. This assists in reaching out larger customer as well as driving traffic to websites, channels and other various platforms. On the critical note, Zafar et al, (2021) argued that excessive use of social media can lead to a reducing in face-to-face communication as well as cut-off in better connection. This can create the feeling of disconnection and loneliness that reduce emotional intelligence as well as empathy. Social media can also lead to connect issues that create conflict among partners. Social media have also impact on relationship and mental health. Extra use of social media can lead to poor posture, obesity and eye strain. Exposure to blue light from screen can disturbs sleeping schedules and health issues.
Krishen et al, (2021) ascertained the fact that social media channels thrive upon user-generated content. Customers contribute to the channels by sharing their experiences, thoughts and innovative work that generate diverse and active online environment. On the other hand, Al-Omoush et al, (2020) said that these platforms gather and store huge data and personal information that can be used to political manipulation and targeted advertising. Social media is also propagation for online scams and fraud, there is also a higher prospect of cyber criminals stealing personal data as well as financial information.
Erlangga (2021) assessed that social media offers direct interaction element among customers that allows companies to engage with target audience. Social media implementation within e-commerce companies can improve customer engagement, build trust and loyalty. Social media tools have turn to be very significant destination for users to explore and discover new products. Social media tool allows companies to reach its target customers and raise their visibility. Companies can link with its target customers and build relations with them. This connection is crucial for building a loyal client base that is very vital for all e-commerce companies. Social media tools facilitate companies to connect with its customers in real-time. Clients can also ask questions, offer feedbacks as well as share their feedbacks with products and services purchased. These reviews are very crucial for companies as it assist them to enhance its products or services. These tools are offer companies with chance to showcase their brand image that can assist in building credibility and trust with clients. On the critical note, Solomon and van Klyton (2020) said that one of the major drawbacks of social media is negative reviews that can turn away potential customers. Feedbacks and reviews on social media tools such as YouTube and Facebook and Instagram has taken seriously by individuals that are in reach of brands. Those negative reviews can harm the image of the company and also reduce their sales. Negative reviews change the mind of new customer and also lead to loss of existing clients.
Tarsakoo and Charoensukmongkol, (2020) ascertained the fact that social media tools have been useful in generating sales for companies. Customers can purchase goods directly from various social media channels. For instance, Instagram has now launched a feature called shopping that allows many businesses too tag their goods within their posts that make it easy for customers to buy the products. Social media tools also offered companies with a chance to create promotions. These promotions can be tailored to target particular interests and demographics making it more accessible for increasing sales. Social media offers companies with a chance to enhance the client experience. However, Meilatinova (2021) argued that handling multiple social media channels can be very challenging for the companies. Handling a presence across various social media tools can make it difficult to keep up with messages as well as notifications from the platform. Firms that focus on a range of products and services necessitate handling disconnect social media ID for each to diminish customer confusion as well as streamline the buying loop. Handling multiple accounts is very time consuming and requires lots of resources.
El Junusi (2020) defined companies within E-commerce sector can use social media to offer customer support, offer product recommendation and answer customer queries. This level of support cann assists to construct trust as well as credibility with clients that can lead to repeat business sales as well as positive reviews. Social media tools facilitate companies to access valuable analytics and data. This data is used to monitor consumer behavior, track engagement as well as measure successfulness of marketing campaigns. This data is useful for companies to make data based decisions as well as enhance their overall productivity and performance. Nevertheless, Syaifullah et al, (2021) argued that the potential for misinterpretation of brand messaging is a major concern for companies using social media. This rapidity and attainment of social media channels can strengthen a misunderstanding that lead in unfavorable impact on the brand values. Customers might misinterpret messages that lead to backlist beside the corporation lead to confusion. Social media channels facilitate quick spread of misinformation that can harm the image of company. With a range of similar content by other firm’s content being shared on social media channels can make it difficult for the companies to stand out of the box and get noticed.
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Busalim and Ghabban (2021) defined influencer marketing is a well known marketing technique upon social media where companies collaborate with influencers to promote their products or services. Influencers have engaged and large followings that assist companies reach new customers as well as drive sales. This is particular efficient for e-commerce companies that sell specialized goods in the market. Social media tools have a rising trend in e-commerce where companies sell their goods directly to customer on various platforms. Tools such as Facebooks and Tik-tok allows companies to offer shopping feed of their goods that can be easy accessed by their followers that can lead to enhance sales and conversions. On the other hand, Gu et al, (2021) argued that the stress to keep updated with trending content has a major issue for companies on social media. These social media trends as well as feeds are continuously changing. Firms should stay updated to remain competitive and engaging in the marketplace. This stress can lead to negative outcome including the spread of misinformation which harms the image of the company in the long term and reduce sales.
Wibowo et al, (2020) identified in their study that social media is the incorporation of social media allows companies within e-commerce sector allow customers to buy products and services from the channels such as TikTok, Instagram, Facebook and various other platforms. With these growing trends includes various challenges that companies need to consider for future growth. The major challenges that many companies encounter on social media platforms is to stand out from various similar firms. All companies nowadays are using social media to enhance their growth. The major challenge for companies is crisis communication as well as reputation management that plays a crucial role in sustainability and success of new business in social media platforms. Actively handling and tracking the social media image of companies is very crucial in today’s digital era. Nevertheless, Wang (2021) said that social media platforms of company directly impacts their customer trust, brand perception and overall efficiency. Firms by engaging in reputation management can alter their brand image as well as create strong identity in the global market. This includes handling constant brand voice across various social media platforms to offer trustworthy presence.
Abed (2020) said many firms also face social media privacy challenges that can harm the brand image and reputation in the market. Data privacy issue includes data breach, data mining, privacy setting loops, third party data sharing, harassment, location settings, cyberbulling and fake information. Social media privacy incorporates sensitive as well as personal data that people can find from customer’s account. On the critical note, Mason et al, (2021) argued that fraudsters as well as scammers also gather this data to get access to private data. With the rising concentration on safeguarding private data, companies can track customer data responsibility on various social media platforms. Nevertheless, Tolstoy et al, (2021) defined that companies by protecting customer data, privacy regulations and secure transaction can maintain trust among customer. Companies should also emphasize on implementing and adapting robust privacy measure to gain popularity in the competitive market.
Guthrie et al, (2021) described social media is filled with large audience and companies trying to build a strong online presence. This is a major challenge for companies to maintain strong brand image on social media channels because of extensive competition. There is huge information and data available on social media channels that becomes difficult for companies to engage customers towards their products. On the other hand, Matarazzo et al, (2021) said that many firms continuously try to engage with their target customer that creates huge confusion in their minds. When companies jostle to propose their social media presence opens the door for both positive and negatives opinions for customers. Companies receiving negative reviews from customers can create a difficulty to handle these reviews. However, Elia et al, (2021) defined that maintaining a positive brand image is very important for companies that have major impact on customer loyalty as well as customer perception. It is significant for the firms to track as well as monitor their approach and actions when sharing content on various social media channels.
Nanda et al, (2021) stated that negative complaints and opinions from customers can harm the image of e-commerce companies on social media platforms. Mishandling and ignoring such reviews and feedbacks can damage the brand reputation that eventually reduces the sales and profits of the firm. However, Sanny et al, (2020) argued that building trust with customers is very significant. The company by being transparent on social media channels can create a positive perception in the minds of the customers. The company should avoid false and misleading claims, share specific data, provide valuable insights and connect with customers. The company should also engage with customers on social media channels to maintain brand recognition and awareness. The company can regularly responds to messages, comments and mentions form clients to foster connection and loyalty among client.
Sanny et al, (2020) identified in their study those social media platforms keeps changing rapidly that creates a major challenge for companies to stay updated. Various existing platforms such as Instagram and Facebooks are growing. New platforms such as TikTok and Twitter are rising which gives various alternatives for customers. However, Labanauskait? et al, (2020) argued that it is essential for the companies to stay updated with current trends to take advantage of social media channels. Multiple social media techniques, analyzing and tracking data is significant for the companies to take future decisions. The company should also use various tools for social media automation that can help them in managing time and costs.
In conclusion, social media is a rising trend in e-commerce where companies can sell their products directly on social media channels. Channels like Facebook, Tiktok facilitate companies to offer a shopping feed of its products to the target audience. Social media has major impact on e-commerce offering companies with new opportunities and increase sales. This can helps the companies to increase brand awareness, target promotions, engage influencer advertisements, engage customers as well as embrace e-commerce. Companies by implementing effective strategies including emphasizing customer satisfaction, tracking online conversations and being updated can enhance their brand image on various social media platforms. The companies should choose right platform that suits their products and customer requirements. They should also stay updated with market trends on social media to grow rapidly with gaining competitive edge.
A research methodology evaluates the procedure as well as technique used to recognize and analyze data on particular topic. This section facilitates in analyzing reliability and validity of thee study. This includes all the significant aspects of the study such as research design, data analysis techniques, data collection methods and whole structure of the research. Research methodology also helps to make sure that ethical principles are followed while conducting the study. A better research methodology assists investigator to plan research effectively while reducing resources and time.
Research types are the methods that assist researcher to ensure that their findings are reliable and valid. There are mainly 3 types of research methodology on the basis of topic and data needed that is quantitative, qualitative and mixed method. Quantitative research concentrates on testing and measuring numerical data. This research is better for carrying out large number of group in short period of time. This kind of research assists in testing connection among predictions, variables and generalization of larger group. Qualitative research analyzes the behavior, opinions and experience of individuals. This is analyzes and collection of textual information (Pandey et al, 2020). Qualitative research is time consuming process as this research includes huge process to carry out the research. Mixed method includes both qualitative and qualitative methods to analyze the study more efficiently.
For the study on impact of social media tools on e-commerce growth qualitative research type has been selected. Qualitative research offers more flexible approach that helps the researcher to quickly adapt questions. The information collected in qualitative research is directly targeted at research participants. Qualitative research allows researcher to analyze issues in depth and in detail for better understanding of the study.
A research approach is the process that is chosen by the investigator to analyze, collect as well as interpret large data. There are mainly two types of research approach such as inductive and deductive. Deductive approach is used in quantitative research to test the validity of theories. Deductive approach use data to analyze propositions related to existing hypothesis (Nanda et al, 2021). On the other hand, inductive research approach is used to evaluate new hypothesis and generalization. Inductive approach allows data to analyze themes as well as patterns to create conceptual framework.
To study the impact of social media tools on growth of e-commerce, inductive approach has been selected to gain in-depth knowledge of the study. Inductive approach allows researcher to access information for various situations. This is a flexible strategy that facilitate investigator to tailor their research techniques as well as topic on the information gathered. This approach facilitates larger view of data collected on set theories. Inductive approach develops new hypotheses and concepts that can assist researcher in creating new programs and interventions. This approach assists in learning more elements deeply and finds patterns that provide new viewpoints that deductive approach cannot give. Spotting these trends assist in understanding the chance of something incorporating in the study.
A research philosophy is a belief that helps to evaluate the way data should be collected, evaluate and used in the study. The two major research philosophies include interpretivism and positivism. Interpretivism is a research method used in qualitative research that evaluates events on specific topic. Data from interpretivism research is expressed through words in spite numerically. On the other hand, positivism philosophy concentrates on objective scientific methods and facts, this method analyze reality as well as use quantitative data. Positivism philosophy focuses on causal relations and facts on numerical data.
For the present study interpretivism philosophy has been selected. The major objective of selecting interpretivism philosophy is to understand the meaning that individuals attach to certain experiences as well as behaviors. This method includes a coherent structure and logic that provides generation of practice applicable findings and reduces biasness of the research. Adopting this philosophy facilitate researcher to analyze useful insights with social realities and human experience. This method produces data that is high in validity by focusing on personal motivation and meanings. This also produces complicated research that can be analyzed in lots of details. Interpretivism also allows researcher to change the focus of the study to enrich it with new phenomenon.
Data collection is the procedure of collecting, measuring as well as analyzing data with accuracy. This assists researcher to evaluate the outcome of the research problem. Accurate data collection in essential to make better decisions, keep research integrity and maintain quality assurance. The major sources of data collection methods are primary as well as secondary. Primary data gathering includes the collection of original data from the sources as well as through direct communication with participants (Labanauskait? et al, 2020). This technique facilitate researcher to gain first hand data particularly customized with their objectives. There are various types of primary data collection methods such as surveys, interviews, questionnaire, observations, focus group and experiments. Secondary data collection includes collection of existing data to interpret and analyze relevant information.
To study the impact on e-commerce businesses because of social media tools, secondary data has been gathered using books, magazines, academic journals, government reports, newspapers and various other published sources that contain accurate data. Further, researcher has also collected data from online database that offer access to wide range of secondary data including statistical information, economic data and research articles. Existing research findings serve value to the secondary data source that is used to analyze and review the data to gather deep insight on existing knowledge.
Data analysis is a procedure of gathering, transforming, modeling, transforming and interpreting data. Data analysis method is used to gather useful insights from data sets that can be used to guide future research. There are generally two types of data analysis used in the study that is thematic analysis and SPSS. SPSS is referred as Statistical package for the social science that is used in quantitative research for complicated statistical data analysis. On the other hand, thematic analysis is a technique, for analyzing qualitative aspects, which used to examine data by identifying patterns and themes for the study. The investigator’s subjective expertise plays a vital role in analyzing the meaning of the data collected by making various patterns and themes.
For the current study thematic analysis has been selected by which researcher analyses various themes and patterns from secondary data collected. This method offers flexible way of data analysis that facilitate investigator with diverse methodological backgrounds. Thematic analysis allows interpreting of themes that has been supported by secondary data sources. This is a flexible approach to qualitative data analysis that helps the researcher to modify aspects according to the study’s requirements. This facilitate for discovering and exploring new themes and finding common similarities and differences.
The major limitation of qualitative research is the very time consuming. Another issue is that the interpretation is limited and personal knowledge influence conclusion and observations. Qualitative research needs thoughtful planning to ensure that the obtained results are very accurate. This research was based on judgments and opinions which seems difficult to replicate. The methodology and objectives used to gather secondary data might not be suitable for the objectives. Secondary data gathering might lack accuracy in terms of research design, data collections and lack of agreement among data sources. There might be a risk of incompleteness, bias and inaccuracy within the data collection procedure. There might also be issue related to security and privacy of personal information within secondary data.
Validity as well as reliability is the major criteria to analyze the quality of the research. This signifies to the result of secondary data collection representing accurate findings among same individuals outside the research. Validity in qualitative research allows the extent to which the data is credible, plausible and trustworthy. Researcher has leverages secondary data analysis to evaluate new research questions and alternative perspective on the existing study. Reliability defines as measure of consistency that evaluates the degree to replicate under the same scenario. Reliability focuses upon the consistency of measure over condition and condition. The reliability ensures data replicability as well as data consistency.
To ensure validity and reliability the researcher has defines research hypotheses and questions logically. The researcher has created strong study design, chosen appropriate methods of data collection and conducted the study with consistency and carefully to get the best result with accuracy.
Ethical consideration within research is the set of norms and principles that guide practices and designs. The secondary data has been collected with trust and fairly. Researcher has ensured that study conducted is accurate and valid to reduce the risk of harm during the procedure. All the data collected in research with done with maintaining confidentiality and privacy of the authors and various participants involved in the research. To ensure the privacy and confidentiality the researcher has obtained informed consent from the participants of secondary data, using suitable data collection strategies, ethically utilization of data, securing stored data and disclosing all the secondary data with safety. To avoid plagiarism the researcher has properly used citation in-text of the secondary research to maintain research ethics. The major concentration is to protect the rights of authors involved in the research.
The researcher has respected intellectual property such as copyrights, patents and various other forms. Researcher has avoided unpublished methods and data to maintain the ethics in the study. The researcher has also avoided duplicate publication and wasteful data to avoid misleading data that can harm the research. While conducting research no human has been harmed by maintain privacy, autonomy, dignity and maximize advantages.
In conclusion, this section offered research legitimacy as well as offered scientific findings. This also offered a detailed plan that assisted the researcher on tracking methods and smooth process of the study. A research methodology has offered a guidelines and framework for investigator to recognize the most suitable design, data collection method and analysis technique to gain in-depth knowledge of the study. The research has been conducted in a rigorous, systematic and objective way to enhance and minimize credibility of the outcomes. A detailer as well as clear research methods allows other investigators to replicate the study, build on existing knowledge and verify the findings.
On the basis of review it has been analyzed that social media has became an significant part for people. This allows users to connect with family, friends and also allows businesses to promote their products and services on the platforms like Twitter, Facebook, LinkedIn, TikTok and various other applications. On the contradictory note, extensive use of social media has had a negative impact on users (Tajvidi and Karami, 2021). Social media refers an online application and platform that facilitate users to share content for community engagement. Users can connect with posts, messages and tweets. They can also share content like videos, photos, memes and many more. This also allows companies to promote their products and services and to stay updated with market trends. With large number of users across various social media platforms such as Facebook, Snapchat, Instagram that helps to express, communicate, advertise and entertain people globally.
By analyzing many companies are now using social media to endorse their products that assist in displaying their content, skills and expertise to attract customers. Businesses are using social media platforms for various digital advertising such as paid ad campaigns to enhance brand image, engage consumers, tracking customer services and increase sales. From large size companies to small scale businesses within e-commerce are using social media channels to increase their sales with good brand image. Businesses across e-commerce sector use social media to show their achievement, skills and work to make industry connections. Branding on social media assists companies to make strong networks. Social media platforms impacts diverse sector opportunities and challenge (Fraccastoro et al, 2021). On the other hand, customer might give negative feedbacks and reviews that can harm the reputation of the companies and can also major impact on their sales. Companies should focus on negative reviews by improving their offering with innovation and better options to attract more customers.
The literature highlight that social media impacts extend upon a range of wide attainment implication is digital connection. Social media platforms such as YouTube, Facebook, Instagram and TikTok disturb conventional media facilitating engagement and innovation. On the other hand, problems such as copyright and privacy violation are also rising with growing use of social media tools that can affect customers and businesses as well. Social media platform allows customized marketing of the basis of needs and interest of the customers. This allows companies to attract large number of customers by focusing on target audience. Facebooks and Twitter allows companies to drive policy changes, on the other hand spread of fake news can lead to stress growing concerns and issues.
Social media channels such as Instagram, Facebooks and TikTok allows people to interact with various users globally. This facilitates people to stay connected with their families, friends, co-workers and many more people. However, extensive use of social media channels during study and work can lead to lessen productivity and performance. Tiktok and Facebook has emerged as a real time sources that provide important updates and happening around the globe. This allows people to stay informed on present events and share their views and ideas. Social media allow companies to promote their products and services to large number of audience. Influencers influence these platforms to support thoughts, generate leadership as well as monetize their followings (Seo et al, 2020). However, circulation of false information and posts through viral message can misguide users. Sharing personal information on social media platforms can create a risk of scams and fraud.
Firms use social media tools to do market research on customer feedbacks and pReferences. This offers a place for enhancing brand awareness by customer engagement as well as promotions. Many companies also use social media for leading generations, customer retention and sales with innovative content, pages and websites. Messaging application such as WhatsApp and Telegram offers an easy way for users to interact with each other through video calls and chats. Social media tools offer data accessible on smart devices that makes its convenient for customers. Nevertheless, there is a growing concern on public humiliation, trolling and social harassment of users with the use of anonymous ID. Spending lots of time on social media channels can lessen the personal interaction that leads to isolation and also harm mental health of users.
Findings highlight that social media has directed companies to open the door for digital marketing. The companies are using various digital platforms to endorse its products and services. Social media tools are the part of digital marketing that advertise products on social media tools such as Facebook and TikTok. Various well-known companies such as Amazon, Walmart are using social media platforms to market their products that lead to increase in their sales. On the other hand, many companies are adding digital marketing strategies within their advertising as well as promotional techniques (Cao et al, 2021). Each company look for reaching a state where client select company over competitors by gaining trust. Companies focus on brand loyalty by maintaining strong relations with them and evaluating the outcome of gaining competitive advantages. Social media platforms such as Facebook and TikTok allow businesses to communicate with customers. This reduces the middleman among companies and customers who make communicate more clear and transparent.
Studies emphasized on traditionally interaction between brand and customer was very limited. On the other hand, now the companies are using various social media channels that make interaction very easy, convenient and quick between company and customers. Customers are now reaching out various brands by social media platforms such as Facebook, Instagram, TikTok, Twitter and many more channels. These platforms also allow customers to provide reviews and feedbacks that can be useful of new customers and to enhance brand image in the global marketplace. However, many companies are facing loss because of negative comments and reviews on social media platforms. This leads to harm business brand image and reputation in the market.
The literature highlights that with the era of social media marketing customers have more authority over the brand. Social media platforms provide customers the capability to share their reviews and feedbacks about the products and services of the companies. This makes companies more conscious on taking care of customers’ needs and demands with innovative products. Social media channels also allow companies to expand their business on global scale. These platforms can allow expanding their business internationally with less cost and time. The number of peoples is browsing social media platforms on the daily basis that allows companies to reach large number of customers (Li et al, 2021). E-commerce industry is leveraging these social media platforms by creating innovative and attractive content to engage more customers, build brand image and stay updated with market trends to increase their sales. On the other hand, social media channels such as Facebooks and TikTok collects data of customers that raise privacy issues and scams. The company’s should work on protecting the privacy concerns of people by enabling two factor authentication securities that can help the customers to protect their private data.
The analysis reviewed that many companies are linking their e-commerce brand on social media channels such as Instagram, Facebook and TikTok by sharing links and through websites. Facebook is the most efficient social media tool that has become very crucial in e-commerce sector. Facebook allow companies to create pages, events and shops to sell their products directly on the page. E-commerce companies also host product feedbacks on their pages and websites to get insights of customers. Instagram facilitate companies to set up their stores on application through websites and links to attract large number of customers by sharing pictures and videos with innovation (Krishen et al, 2021). On the other hand, companies should work on enhancing its products in the competitive market with the help of reviews and feedbacks from the customers. However, positive feedbacks influence other new customers to buy company’s products with surety. Social media has facilitated e-commerce companies by offering more virtual experience with more genuine feedbacks and reviews.
By evaluating secondary research it has been highlighted that social media has become the most significant tool for the e-commerce sector. Social media platforms such as Facebook and TikTok gather information on the interest of the customers. social media promotes the trends that impact the products and services of the companies. E-commerce sector focuses on search engine optimization as well as strong website structure for browsing products using social media platforms. Social media platforms plays a very vital role in marketing products as many people are using these platforms which helps company to engage large audience. These platforms allows brand to share content in form of images and videos to attract target segment with innovative feed. Companies are also sharing links and catalogues of products with attractive images to influence people (Erlangga, 2021). Social media platforms has become very versatile and diversified as many actor and influencers are becoming brand ambassadors to products to promote quality content. With their large fan base as well as followers list they have power to influence large number of individuals to buy from particular company.
The analysis reveals that companies using social media networks are obligate to stay active in community involvement and content to maintain their brand image on various platforms. More customer and brands on the social media platforms increases huge competition. Organic engagement in declining that is impacting companies in social media channels. Conquering social network algorithms is the major confront for e-commerce businesses with paid ads dominating the sector. This is not much possible to gain interaction as well as reach with no reliance in paid advertisements with organic content. This is challenging if the budget for promotions is invested in non-suitable platforms (Solomon and van Klyton, 2020). Social media tools continuously change as well as update their algorithms that affect the display by users. These modifications can majorly impact the company’s reach as well as engagement that make it challenging to carry out constant performance. Companies also struggle to adapt as well as understand these complicated algorithms that leads to reduce engagement as well as visibility of their posts. However, companies require investing in constant market research and staying informed with new algorithm trends. Companies should also concentrate on high quality content that connects with the customers. These algorithms provide to favor content that produces interactions. Companies by diversifying the mixed social media channels can reduce the risk of algorithm modifications.
The literature highlights that sometimes companies wish to promote their products of diverse social media channels. The company does this to reach large number of customers. Every social media site is distinct in context of customer behavior as well as form of content. Companies cannot focus on single content and sharing on multiple channels expecting the similar outcomes. It is not possible for the companies to switch among various social media platforms. Badly managed resources indicate not reaching out the full potential on the channels most appropriate for the company (Tarsakoo and Charoensukmongkol, 2020). On the contradictory note, companies should focus on deciding which social media platforms to prioritize on. The company should decide on which social media site provides best return on investment. Another strategy is to enhance result by hiring more employees. The company should create a diverse team for various platforms rather than having a few teams manage various channels with an actual technique.
According to the review companies are required to provide creative and interesting content ideas on social media platforms which are very challenging for them. However, companies should focus on implementing new strategies with more creative and engaging content. The company should also invest in research and development initiatives to gain competitive edge in the market.
Social media tools have become the powerful platform for communication, interacting, conducting business and sharing content. Today almost everyone use social media platforms like Facebook, TikTok, Instagram, Twitter, Snapchat and various other tools. Companies are facing major challenge with the growth of social media tools. Social media tools take out sensitive data of user’s interest, activities, buying habits, online behavior and personal information. This data is used in algorithms to drive user connectivity and to set behavioral promotion which can have discriminatory impact (El Junusi, 2020). The privacy issues of social networks are created by channel consolidation that permit some e-commerce companies to obtain competitors, limits the increase of privacy protection options as well as monopolistic power. Private information held by social media tools is also susceptible for being misused as well as accessed by third party. Social media firms such as Facebook gathers huge amount of personal data of users which is known as behavioral promotion that is extremely risky for users’ personal information.
Many e-commerce companies are facing challenge of changing trends. Content marketing on social media channels offers greater opportunities for the companies. Many firms waste their time and resources without providing quality content that lead to reduce in their sales. This is major challenges that companies are facing now a days to provide relevant content according to the demand and needs of the customers on the basis of new market trends. On the other hand, trends spotting should be the major focus for companies to remain competitive and attract large number of customer with quality content (Syaifullah et al, 2021). The companies should regularly monitor their social media accounts to track feedbacks and reviews of customers. This allows companies to offer creative and innovative content which influence customers to buy their products.
The significant issue faced by companies is lack of social media specialist teams. Companies without skilled personnel in marketing can put negative impact of their brand image and reputation. On the contradictory note, companies by focusing on hiring skilled and talented staff can enhance their social media engagement with large number of customers. Social media marketing team can help the company to post attractive and relevant content on social media channels according to the taste and preferences of the customers (Busalim and Ghabban, 2021). The company by focusing on diverse team can expand on global scale with effective social media content and post on their websites and applications.
By summing up, it has been concluded that social media platforms have altered the way the company interact with customers and expand their business in various markets. Social media platforms allow businesses to collect customer relationship building as well as e-commerce successfulness. The opportunities presented by social media platforms for e-commerce industry is very huge. These channels allow companies to increase brand visibility and awareness to reach large number of customers and highlight their products in the market. These platforms allow companies to enhance customer loyalty and engagement accomplished through direct communication with customers, building trust as well as handling queries.
Targeted promotions facilitate companies to personalize their advertising messages as well as reach appropriate customer, return on investments and maximize conversions. The company should also focus on partnership and collaboration with various influencers that will help them to increase brand image and awareness in the mind of customers. Companies by concentrating on setting clear social media objectives can ensure relevant content that engage customers to influence their attention. It is very crucial for the companies to stay updated with marketing trends and provide quality content to its customer to gain competitive edge. The company by implementing analyzing metrics and tracking tools can evaluate their productivity, take better decisions as well as facilitate constant improvements’.
There are various challenges that companies encounter while promoting their products on social media channels. This includes maintaining brand image, rising competition, data privacy issues and staying updated with market trends. Companies can overcome these challenges by using proactive measures as well as careful planning. Companies can implementing effective strategies by handling negative feedbacks with authenticity and transparency, promoting data privacy and should relevant with growing trends and algorithms. The companies should also focus on creating primary content and promotional marketing strategies on social media platforms. They can include user generated feed; react to customer feedbacks, comments, queries by tagging them individually. Firms should hire skilled social media handling team to increase their company’s content and expand their social reach in the market.
The companies should analyze into existing client base, advertisement analytics, email subscriber list that can help them to recognize its relevant customers. Companies can use this chance to deliver customized promotions to their prospectus buyers. They mainly require paying for their social media channels to reach customers through Facebooks and TikTok. They can use PPC ads to enhance their conversions as well as ROI.
Companies can also use social media to offer collaborations with other firms and collaborating with celebrities or influencers to endorse the products to increase brand image in the digital world. Influencers or celebrities have large customers that can assist companies to advertise their products.
By collaborating with other brands firms can launch various new products by maintaining brand awareness. Companies should focus on relevant customers to emphasize their products accordingly. Firms need to stay updated with market trends to grab the attention of target customers and increase their sales.
Firms should regularly track and analyze their social media platforms to reach out chosen objectives. This can help them to evaluate their performance as well as to keep track record for improving their offerings in terms of products and services. The companies should launch mobile friendly websites that can help customers to easily buy products or services. This also helps customers to easily access products from mobile and connect with brands.
For e-commerce companies easy checkouts enhance conversion rates, reduce friction as well as decrease cart abandonment. A mobile friendly websites facilitate companies to highlight its products in well-organized manner.
Companies should also invest in attractive website design that highlight all the information about the company and products they offer. A better website must emphasize on the reason that why clients should choose companies products from the rest of the competition.
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