Marketing Literature review Example | Topics and Well Written Essays - 1000 words

Marketing - Literature review Example With social media, an organization is able to easily use features available in social media to create eye capturing g adverts and applications that would help consumers make their shopping decisions. For instance, the probability of a young person to access a social media site is high on daily basis as compared to the probability to access an advert from another source. Additionally, the features in social media such as creation of organizational pages make it easier for an organization to effectively market its products (Hargadon & Douglas, 2001). Muntinga, Moorman & Smit (2011) argue that when consumers make shopping decisions, they base their decisions on customer service and approach an organization uses. The authors further point out that the fast a n advert captures the eye of a consumer the higher probability of a consumer has in choosing the organization for a shopping option (Buchanan & Gilles, 1990). The same sentiments are supported by Carrol & Reichheld (1992) who point o ut that the relationship between a consumer’s decision making process and choosing a shopping destination greatly depends on the presentation of an advertisement or knowledge of an organization. Once a consumer seeks to make a shopping decision, they need to make the decision in the least time possible. An organization should ensure that they produce a short but concise advert and use the most suitable medium to display the advert. On social media, these needs are easily addressed. The social media is an interesting medium, which captures the attention of the consumer, and a customer is likely to spend more time in the social media. This gives an organization’s marketing approach to gain more audience and enough time to influence the shopping decision making of a consumer (Kim, Mattila & Baloglu, 2011). The results of this argument have been outstanding as many organizations in the globe have social media pages. This is regardless of their size and significance in the corporate market. Cambria et.al (2011) also argue that the demand to use shopping media to provide shopping options for consumers has been on the rise since its initiation. Cambria et.al (2011) focuses on Apple Company and their utilization of the social media for marketing purposes: the organization has an outstanding social media response. Additionally, most consumers using their services and interested in their products use their social media contact information to acquire the required information on the products (Kim, Mattila & Baloglu, 2011). The organization has also increased their sensitivity in handling and responding to their social media handles. Wenger (2000) analyses the effects of the entry of the social media in the marketing industry. Prior to the introduction of the social media, consumers had to rely on physical rather than digital shopping methods. This was tiring and time consuming as they had to access organization at their centers of operation. With the introdu ction of the social media this has changed: consumers can now be able to access web pages, blogs and social media sites such as Facebook and Twitter to access shopping options. This is easier; less tiring ad does not require a