Topic
The Role of social Media in Integrated Marketing Communication
Instructions
The Brief
Marketing campaigns no longer just use traditional media as the main driver for brand awareness and sales they are about the integration of related disciplines and the use of new ways to engage with the target audience.
Produce a 2500 word literature review of ONE of the following topics and relate it to the changing face of planning modern strategic marketing campaigns.
Social Media
In the literature review you will need to have at least 20 robust/academic sources in order to produce your assignment to a satisfactory standard.
It is recommended that you use recent journal articles where ever possible plus trade sources such as Campaign, Media Week and Marketing Week. You must give current and relevant examples of campaigns to reinforce their discussion. The use of Scopus is imperative.
Answer Preview
The literature review will start by defining the concept of social media marketing, and its implications on marketing practice. This will help to understand the concept and form the basis of further review of literature. Social media marketing has grown in popularity in the recent years, due to the advent and popularity of the internet and social networks such as Facebook, Twitter, Instagram and YouTube, among others (Almubarak, Pervan & Johnson, 2017). The fact that social media is increasingly a popular way for people to connect with friends and family, catch up with news, and search for information on their interest, have generated a lot of interest in social media. As such, social media’s role in strategic marketing and consumer engagement has been a subject of a wide range of studies. The purpose of the proposed literature review is to analyze and evaluate the existing literature on the subject of social media marketing and its impacts on strategic marketing efficiency for business organizations. The review of literature is intended to enrich the existing literature, and recommend further research focus. Below is a list of some of the peer-reviewed articles that will be reviewed in the final paper.
Word Count: 600