Evaluating The Influence Of Social Networks (Social Media) On Business

EVALUATION OF INFLUENCE OF SOCIAL MEDIA ON BUSINESS
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Abstract
The purpose of the research to evaluate the impact of social media on businesses and its operations. The study places more focus on how U.S companies are benefiting from the utilization of social networks in sales and marketing.
On methodology, the research adopts the use of a mixed approach where qualitative and quantitative research approaches since data have been collected through both secondary and primary data sources. The data collected via the secondary process are analyzed through observations whereas the data analyzed through primary sources have been analyzed through the use of descriptive statistics. The research relied on journals and other electronic materials to collect secondary data and surveyed 20 U.S companies from the different industrial sector.
The results of the study assert that social media usage plays a vital in boosting business sales and marketing strategies as well as improving their growth and performance. The findings also revealed that firms reap the great benefits of social media when it is employed alongside traditional forms of media such newspapers, television and radio (Trainor, et al., 2014). In addition, the study showed that there is a strong correlation between social media usage and the company’s performance and growth since improved marketing strategies translate to huge sales. It is also noted that social media users not only used in marketing but also employed in human resource management, driving cultural change and in problem-solving.
Research Background
A business can buy attention through advertising, solicit for attention through Public Relation (PR), bug people one at a time to get attention through sales and marketing strategies and earn attention by creating something interesting and publish it online to promote products and sales (Castronovo & Huang, 2012). The new rules of sales and marketing, and PR has changed tremendously after the revolution in media was witnessed when the corporate field was introduced to social media in the early 2000s. In the late 1990s, businesses were availed with to television, newspaper, and radio as the only sources of media (Castronovo & Huang, 2012). Social networking also is known as social media is an advanced form of media that offers tools used for not communication but for social interaction as well with the aid of highly scalable communication techniques. Social media is constantly growing and evolving while providing new tools, applications, and platforms that facilitate easy and faster ways of interaction and sharing information. Today, there has been creasing population of consumer who relies on online background check such as review before making purchasing a product or service. This increasing trend obliges a business to invest more in the use of social media platform to promote their product and services as well as interacting with the targeted audience either directly or through popular influencers on the social media (Durga, 2015). Therefore, the purpose of the study was to qualitatively and quantitatively evaluate t...