social media is an immerging socializing and networking technology communication tool that is used by individuals to share information, keep connection and communicate. Social media is used for business objectives mainly in to marketing all over the world, it has become a hype in the field of marketing. When an observation was done using the Facebook one the popular social networking sites in Sri Lanka, it is revealed that out of the total 1,058,680 users of Sri Lankan Facebook fans who are over 18 years of age only 257,260 has subscribed to the telecommunication industry Facebook pages.
More over out of the 1,058,680 users in Facebook 410,740 users have said they are interested in the mobile category. Therefore it is observed that telecommunication companies have not been able to attract at least the people who are interested in their domain. Therefore at the face value it seems that the social media campaigns are not effective. A research was designed to understand the effectiveness of social media marketing in the telecommunication industry based on the above observation. Since the literature on similar research is limited due to social media being a new trend an exploratory research is based on the grounded theory.
The Term Paper on Effects of Social Media
For the past decade, society has been undergoing a technological revolution in communication. The creation of the internet was the foundation for the communication practices of today. Internet use began to facilitate asynchronous messaging, which later evolved towards instantaneous communication, synchronous messaging. This communication revolution occurred rapidly and was vastly accepted by ...
Based on the literature review it was understood that in order to understand the effectiveness of social media for marketing it has to me evaluated against the objectives of the marketer’s and consumers objectives being met through interaction between them. Sample was drawn from consumers [Facebook fans] of three mobile operators and marketers from three mobile operators using judgmental sampling since the study is exploratory in nature and the outcome from the sample is not analyzed quantitatively rather logical relationship is build between the sampling technique and the research topic.
Data collection was done using in-depth interviews and the data analysis was done using the inductive method using grounded theory (Glaser and Strauss 1967).
Once the analysis was done the findings reflected that the consumers and marketers have collectively achieved each other’s objectives hence social media marketing is effective in the Sri Lankan telecommunication industry. However there are many areas of improvements that telecommunication industry can carry out with relate to their content, response and improvement in the areas of service requests.
Complete study of this research is out lined and explained in the following of this document. 5. Introduction 6. 1. Background of the Problem Sri Lankan telecom industry is one of the stabilized industries in the Sri Lankan economy. The industry is a US $ 0. 8 Billion industry and has more than 2% direct contribution to the GDP. Sri Lanka now boasts of one of the most sophisticated telecommunications industries in the region, perhaps on par with many developed nations.
Although the telecom industry is well established industry in Sri Lanka, it is also one of the most competitive industries. The biggest challenges have been retention of existing customers and price competitiveness. Product diversification is another challenge that the industry is facing to offer value added services to its customers in order for customer retention. Social media has been the latest culture in the information technology sphere for about 2 to 3 years. The ways that information has been sought by the users have changed dramatically.
The Term Paper on Social Media Changing the Way We Do Business
The purpose of this paper is to point out the employers versus the employees’ point of view in regards to the analysis of law, ethics, and social responsibility. Not since the industrial revolution has there been such a shift in how business and commerce is being done. Social Media and User Generated Content shifts the paradigm of business away from product seeking customers’ commerce to the ...
For example individuals do not go seek information now; rather the information is fed to them from various networks residing in social media. Since the users spend a quite significant amount of their time on social networks it’s a good source or a medium to reach potential customers. It is also a medium that can be used to provide instant updates or information to its existing customers. Today it has become hype in the field of marketing to use social media for marketing. 6. 2. Establishment of the problem Today social media marketing has become hype.
