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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/650
Title: Social media marketing: analyzing social media data - Insights and implications for theory and practice
Authors: Nguyen Luu Ngoc 
Huynh Minh Tri 
Tran Trong Vinh Thai 
Keywords: Social media;Marketing;Traditional marketing
Issue Date: 2016
Publisher: Vietnamese-German University
Abstract: 
Throughout history, the idea of marketing is always about: “Consumers do not buy what you sell. They buy what has value to them” – as Howard Gossage once said. Therefore, the role of communication between firms and customers in marketing is significant. However, dated back in the 70s of the 20th Century, online was just a excellent concept and most of the people did not even know what the Internet was. As a result, establishing and maintaining the relationship with customers was a real challenge. Nowadays, we are living in the Internet era with about 40% of the world’s population using the internet, and 70% of them are online (Internet Live Stats, 2016). Communication, therefore, is much easier – sending emails to colleagues is just a 5-minute task, instant chats with friends only requires one click, even long-distance calls can be handled easily. Along with technological innovations, passive contents, which could be read easily on the Web, can no longer attract customers because of the lack of communication between writers and readers. Hence, people tend to create new content and share it on the Internet. As a result, the concept of social media was born in 1997 with a social media site named Six Degrees. Social media can be defined as the content generated by the users, published to the Internet and focusing on the many-to-many interactivity between users. From Six Degrees, blogging and instant messaging started to become more popular as the communication methods of choice. According to Zarrella (2010), there are more than 346 million people reading blogs and more than 184 million of them are bloggers themselves. However, these numbers are nothing compared with social networks which had more than 2 billion active users in 2015 (statista, 2015). The most well-known social network site is Facebook, which is developed by Mark Zuckerberg and launched in 2006. According to Statista, Facebook has 1.71 billion active users, and about 250 million of users are active every day. As a result, Facebook has become a golden resource for companies to capture more customers. Along with the development of social media, especially Facebook, a new kind of marketing was born: Social Media Marketing.
URI(1): http://epub.vgu.edu.vn/handle/dlibvgu/650
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:Finance & Accounting (FA)

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