Impact of Business Marketing Through Advertising in Social Media

Impact of Business Marketing Through Advertising in Social Media

Research Paper

Submitted to Grace College

School of Business

In Partial Fulfillment of the

Requirements for the Degree of

BUSINESS MARKETING

by

Judson R. Yoder

Winona Lake, Indiana

March 2013

Abstract

Developing a marketing plan to exploit online social networks, tools, and applications can be a challenge for marketers. Social media is a new field that offers very diverse promotional options and capabilities. Additionally, coming up with a social media promotional concept shouldn't try to make an impression with the younger generation's flow of media but instead should try to influence social web decisions in a positive and convincing way. Theoretically this will sway other people online in a relevant cascade of word-of-mouth marketing. That's the social network effect, which leads to another big challenge. Failure to handle online marketing correctly can and will backfire. Any negative consequences will almost certainly go viral, so a flawed social media marketing program can work against your company and your product.

This common problem of not connecting with the younger generation through social media as well as the marketing strategy and advertising concepts that should be used to connect with the social media generation. This paper also shows the approach necessary to each strategy which goes along with the connection to those being marketed to through social media.

Table of Contents

Introduction …………………………………………………………………………1

Statement of the Problem ……………………………………………………………..1

Purpose of the Study ………………………………………………………………….2

Research Questions …………………………………………………………………...2

Hypotheses ………………………………………………3

Definition of Key Terms ………………………………………………………………..3-4

Brief Review of the Literature ………………………………………………………….4-9

Research Method…………………………………………………………………........ 9

References……………………………………………………………………………....10-11

Appendices ……………………………………………………………………………...12

Appendix A: Annotated Bibliography………………………………………………….13-17

Introduction

To begin to understand the approaches needed to connect with the generation of social media, it is necessary to understand social media itself. The social Web is made up submitted online media where...