IDEAS home Printed from https://ideas.repec.org/a/rbs/ijbrss/v12y2023i3p88-98.html

Using social media marketing in the digital era: A necessity or a choice

Author

Listed:
  • Musammat Tahmina Khanom

    (Department of Business Administration, Leading University, Sylhet, Bangladesh)

Abstract

Today is the era of digitalization. Nowadays, people prefer to attach their lives to social media presence on Facebook, Instagram, Twitter, YouTube, and LinkedIn. Hence, manufacturers and producers use social media tremendously in this digital era to reach customers with their products and services. Thus, social media marketing has become famous for businesses to promote their products or services, engage with their customers, and build brand awareness. The present study focuses on reviewing the mediating role played by several social media platforms to gain the interest of consumers. This paper also aims to analyze the necessity of social media marketing compared to other marketing communication and promotion forms. This paper helps the reader decide whether to depend on social media only for marketing purposes or whether there can be a choice of another means. Without analyzing the pros and cons, relying heavily on social media platforms for marketing is not always a good idea. The author employed a qualitative and descriptive method for constructing the paper. This paper will review the literature regarding social media marketing compared to other means, try to recommend, and shed light on selecting the right marketing platform by different marketers. The study's main findings demonstrate that measures should be taken to enhance responsible use and limit some of its harmful effects. Furthermore, in providing insights into whether social media marketing is a necessity or a choice, the author suggests that productive utilization should be the main priority for all, whether social media or other platforms. Key Words:Social media, Digital Marketing, Social Media Marketing, Internet, Technology, Customer

Suggested Citation

  • Musammat Tahmina Khanom, 2023. "Using social media marketing in the digital era: A necessity or a choice," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 12(3), pages 88-98, April.
    • Handle: RePEc:rbs:ijbrss:v:12:y:2023:i:3:p:88-98
    DOI: 10.20525/ijrbs.v12i3.2507
    as

    Download full text from publisher

    File URL: https://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/2507/1765
    Download Restriction: no
    File URL: https://doi.org/10.20525/ijrbs.v12i3.2507
    Download Restriction: no
    File URL: https://libkey.io/10.20525/ijrbs.v12i3.2507?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Alin OPREANA & Simona VINEREAN, 2015. "A New Development in Online Marketing: Introducing Digital Inbound Marketing," Expert Journal of Marketing, Sprint Investify, vol. 3(1), pages 29-34.
    2. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    3. Ismat Ara Eti & Mohammad Abu Horaira & Mohammad Murshedul Bari, 2021. "Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(1), pages 28-37, January.
    4. Santi Duwi Putri Nugroho & Mintarti Rahayu & Raditha Dwi Vata Hapsari, 2022. "The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation:Study on consumers of Korea cosmetic product," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(5), pages 18-32, July.
    5. Elisa Arrigo, 2018. "Social media marketing in luxury brands," Management Research Review, Emerald Group Publishing Limited, vol. 41(6), pages 657-679, April.
    6. Elisa Arrigo, 2018. "Social media marketing in luxury brands," Management Research Review, Emerald Group Publishing Limited, vol. 41(6), pages 657-679, April.
    7. Zulqurnain Ali & Muhammad Aqib Shabbir & Mashal Rauf & Abid Hussain, 2016. "To Assess the Impact of Social Media Marketing on Consumer Perception," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 6(3), pages 69-77, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Almasi, Juma & Mwaseba, Dismas L. & Athman, Ahmad K. & Shausi, Gosbert L., 2023. "Small-Scale Chicken Farmers’ Use of Social Media to Access Market Information in Arusha City, Tanzania," Asian Journal of Agricultural Extension, Economics & Sociology, Asian Journal of Agricultural Extension, Economics & Sociology, vol. 41(10), pages 1-13.
    2. Arbie G. Diano & Jacob Lacandula & Alija Rose A. Venturanza & Myca Jane A. Dela Torre & Ellaine Zaicy Batican & Reo Madred E. Peña & Kenneth A. Pondang, 2025. "The Relationship of Social Media Marketing on Consumer Buying Behavior among Accountacy, Business and Management Students," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(2), pages 3558-3572, February.
    3. Ma, Weina & Yong, See Chen, 2025. "Impact of digital marketing stimuli on product sales in platform enterprises: Moderating and heterogeneity effects of consumer attention," Finance Research Letters, Elsevier, vol. 86(PB).
    4. Solomon Kobina Korley, 2025. "Social Media Misuse in Ghana: Ethical Implications and Its Influence on National Values," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(2), pages 3947-3962, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Meng, Jinlin & Zhang, Jing, 2025. "Interplay of Imagery: Unveiling the impact of Co-branding anthropomorphized couple imagery on consumer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 86(C).
    2. Pengji Wang & Adrian T. H. Kuah & Qinye Lu & Caroline Wong & K. Thirumaran & Emmanuel Adegbite & Wesley Kendall, 2021. "The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 325-346, May.
    3. Yuan, Chun Lin & Kim, Juran & Kim, Sang Jin, 2016. "Parasocial relationship effects on customer equity in the social media context," Journal of Business Research, Elsevier, vol. 69(9), pages 3795-3803.
    4. Cho, Daegon & Hwang, Youngdeok & Park, Jongwon, 2018. "More buzz, more vibes: Impact of social media on concert distribution," Journal of Economic Behavior & Organization, Elsevier, vol. 156(C), pages 103-113.
    5. Sembada, Agung Y. & Koay, Kian Yeik, 2021. "How perceived behavioral control affects trust to purchase in social media stores," Journal of Business Research, Elsevier, vol. 130(C), pages 574-582.
    6. Joshua Chang, 2025. "The mediating role of brand image in the relationship between storytelling marketing and purchase intention: case study of PX mart," Future Business Journal, Springer, vol. 11(1), pages 1-14, December.
    7. Rovelli, Paola & Benedetti, Carlotta & Fronzetti Colladon, Andrea & De Massis, Alfredo, 2022. "As long as you talk about me: The importance of family firm brands and the contingent role of family-firm identity," Journal of Business Research, Elsevier, vol. 139(C), pages 692-700.
    8. Shrestha, Yash Raj & Krishna, Vaibhav & von Krogh, Georg, 2021. "Augmenting organizational decision-making with deep learning algorithms: Principles, promises, and challenges," Journal of Business Research, Elsevier, vol. 123(C), pages 588-603.
    9. Zaif Alexandra & Cerchia Alina Elena, 2019. "The Importance of Integrating Digital Marketing within the Sales Strategy of Luxury Brands," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 119-127.
    10. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    11. Ponzoa, José M. & Gómez, Andrés & Mas, José M., 2023. "EU27 and USA institutions in the digital ecosystem: Proposal for a digital presence measurement index," Journal of Business Research, Elsevier, vol. 154(C).
    12. Rand Al-Dmour & Ola H. Alkhatib & Hani Al-Dmour & Eatedal Basheer Amin, 2023. "The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices," SAGE Open, , vol. 13(2), pages 21582440231, June.
    13. Wang, Tien & Lee, Fu-Yu, 2020. "Examining customer engagement and brand intimacy in social media context," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    14. Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
    15. Anders Hauge Wien & Alessandro M. Peluso & Marco Pichierri & Luigi Piper & Gianluigi Guido, 2024. "Effects of the dark triad on word of mouth in the luxury context: the moderating role of opinion divergence," Italian Journal of Marketing, Springer, vol. 2024(3), pages 287-309, September.
    16. repec:bcp:journl:v:7:y:2023:i:7:p:1854-1868 is not listed on IDEAS
    17. Baabdullah, Abdullah M. & Alalwan, Ali Abdallah & Algharabat, Raed S. & Metri, Bhimaraya & Rana, Nripendra P., 2022. "Virtual agents and flow experience: An empirical examination of AI-powered chatbots," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    18. Choi, Dayeon & Seo, Yuri & Septianto, Felix & Ko, Eunju, 2022. "Luxury customization and self-authenticity: Implications for consumer wellbeing," Journal of Business Research, Elsevier, vol. 141(C), pages 243-252.
    19. Gordhan K. Saini & Anand Gopal & Nisha Kumari, 2015. "Employer Brand and Job Application Decisions: Insights from the Best Employers," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 40(1-2), pages 34-51, February.
    20. Jenna Florendo & Hooman Estelami, 2019. "The role of cognitive style, gullibility, and demographics on the use of social media for financial decision making," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 24(1), pages 1-10, June.
    21. Bastos, Wilson, 2020. "“Speaking of Purchases”: How Conversational Potential Determines Consumers' Willingness to Exert Effort for Experiential Versus Material Purchases," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 1-16.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rbs:ijbrss:v:12:y:2023:i:3:p:88-98. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ssbffea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.