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Abstract:
It has been observed that Internet technologies and web- based applications are persistently increasing and in the current scenario, technology is more about linking people rather than linking customers. Social media is a phenomenon that has become an important aspect in marketing mix and revolutionizing the way companies interact with customers. It is a new research field and a quick literature scan reveals that not many studies exist. Nevertheless, these few existing studies without scientific evidence with industry data, have rushed to conclude that the emergence of social media has led to the demise of the traditional advertising mainstream media. Therefore, using a scientific research methodology of case study research, this study was designed to explore whether social media is more effective than the traditional media on a brand management perspective and find the implementation challenges that make it a two-face phenomenon. The findings presented in this study conclude that even though social media is more effective than some of the traditional advertising channels, it cannot be implemented in isolation without augmenting it with other forms of traditional advertising channels. The implications are that social media alone cannot single handedly create brand awareness or even develop business.
Keywords: Social Media, Traditional, Technologies
Introduction
The emergence of Social Media in today's world has really been tremendous, given the fact that there were times when we communicate externally only via post mails. However, as we Humans grow daily so as our ways of thinking grows as well and today as we speak the globalization has been made easy via social Media. People don't have to pay to send a card abroad to loved ones; people don't have to waste money in sending text messages to friends and families. All we do nowadays is to log on to a phone or computer and I can communicate to the world with just one click.
The impact of social media globally plays a vital role not only in easy and fast communication, but linking business to business together, finding lost ones, chatting, sharing pictures and videos to the world and most importantly it has really been an essential tool in job creation and boosting the economy of many countries.
Getting to term with the name social media can...