CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Marketing is all about networking. Now a day it goes online. The rise of social networking site like as Facebook, MySpace, Twitter, Yahoo, Google+, and YouTube over last few years has been phenomenal. It is explored that thesesocial networking sites have grown to new height, each sites currently boasts more than million genuine visitors each month. It is a common thinking to all marketing agency to cover all potential target. Through this new marketing policy marketer can convey their message to a large scale by providing less effort than other media. eMarketer (2012) project says “Social networking, a marketing activity that’s been around comparatively longer than mobile, saw even more significant attention from companies, according to AMIPCI’s findings. Although
email marketing ranked as the No. 1 digital marketing activity in Mexico, social network profile maintenance and serving ads to social networks came in at a close second and third, cited by 75% and 69% of respondents, respectively.”
2.2 Define Social Media
Social media is a technology based effective way which connect humans each other and believe each other to share their every moments.According to Danah Boyd and Nicole Ellison (2007), social networking sites can be said as, “Web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system.” Social media can be explained as conversation, exchange, and user generated content. The word conversation can be found in most of the literature reviewed, so it is implied that a core characteristic of social media is its level of interactivity (Romero &Fanjul, 2010, p. 126). “Companies have traditionally spent up to 90% of their marketing budget on advertising and retail promotions. Yet the biggest influence in purchasing decision is often other people’s recommendations” (Harvard Business Review, 2010).
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