Essay in LITERATURE REVIEW

Through the advancement of technology in today's modern day era, culture has relocated increasingly much deeper into a digital world, changing the face of marketing communications. Many different marketing communications equipment have been used by entrepreneurs in order to obtain their objectives, through the supply of information to consumers of their offerings as a means of persuasion and to affect their shopping for behavior (Shimp & Andrews, 2013). While society continue to be develop into the digital age, many investigations have highlighted the effectiveness of social websites as a marketing and sales communications tool. Social websites, although relatively recent, is one of the a large number of tools through which marketers may engage with customers by leveraging on social networking sites where consumers are increasingly present (Luigi, Oana, Mihai & Simona, 2011). Social media being a marketing communications tool not only allows marketers to deliver real-time text messages to consumers through electronic environments, nevertheless also provides for two-way relationships in which the consumers are able to present feedback to marketers (Luigi, Oana, Mihai & Simona, 2011). Additionally, consumers are capable of disseminate advice about the brands in which they are engaged with to " friends” and " followers” (Diffley, Kearns, Bennet, Kawalek, 2011). Studies carried out even before the inception of social media suggest that there are benefits of interactivity with consumers, as it allows for the more understanding of a company's target audience, consumer involvement and personal strength, which in turn can easily increase a company's results on expenditure (Bezjian-Avery, Calder & Jacobucci, 1998). However , in contrast to this kind of, other research suggest that social media is still limited in its power to be used as an effective marketing tool (Schultz & Peltier, 2013). Through out the review, the views on the effectiveness of the marketing communications tool will probably be presented although highlighting the supporting and opposing quarrels. Social media...