Amir Zakaria Consulting Group | Social Marketing
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Social Marketing

Social Marketing

Social media is gaining importance as a component of marketing strategies (Li et al, 2017). Social media has become the most popular communication tool for both service providers and consumers. On the one hand, service providers see social media as a marketing channel to increase service usage among current and potential customers. According to Forbes (Chaykowski, 2015), 50 million businesses now use Facebook. Among these efforts, the most popular social media use is service providers’ branded pages where they post marketing campaigns and updates about their offerings. On the other hand, consumers often exchange personal experiences and feedback about service providers in personally generated social media pages or brand fan pages (Younhee Ha et al, 2018).

There are currently more ways of reaching a target audience than ever before. Print, radio, television, face-to-face, Facebook, blogs, Twitter, YouTube, websites–—the list goes on and on. The pressure to make the right marketing decisions, whether choosing the most appropriate channels to use or identifying which messages will be most effective, can be daunting. Indeed, audiences use multiple channels at the same time and the same message often does not translate across channels. This complexity often means that the majority of social marketing communication efforts are not integrated. Instead, a disparate and dispersed group of activities is the norm (Martin Key et al, 2017). Social marketing utilises marketing concepts and tools to promote pro-social behavior (French & Gordon, 2015; Gordon et al, 2018).


  • Chaykowski, K., 2015. Number of Facebook business pages climbs to 50 million with new messaging tools. Forbes 5, 2017(accessed Feburary 5 2017) [available at pagesclimb-to-50-million-with-new-messaging-tools/#51f8668b1c2c].
  • Gordon, R., Dibb, S., Magee,, Cooper, P., Waitt, G. (2018). “Empirically testing the concept of value-in-behavior and its relevance for social marketing”. Journal of Business Research, Volume 82, Pages 56-67.
  • Li,Y.M., La, Ch.Y., Lin, L.F. (2017). “A diffusion planning mechanism for social marketing”. Information & Management, Volume 54, Issue 5, July 2017, Pages 638-650.
  • Martin Key, T., Czaplewski, A.J. (2017). “Upstream social marketing strategy: An integrated marketing communications approach”. Business Horizons, No. 1365.
  • Younhee Ha, E., Lee, H. (2018). “Projecting service quality: The effects of social media reviews on service perception”. International Journal of Hospitality Management, 69, P.132-141.

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