Columbia Southern E Commerce Social Marketing Process Model Paper

Columbia Southern University

Question Description

Visit two e-commerce websites of your choice, and apply the social marketing process model (outlined on pp. 431–432) to both. Critically compare and contrast the effectiveness of these sites in terms of the dimensions of the social marketing process. Address the questions below in your paper.

    1. How well do these sites acquire fans, generate engagement, amplify responses, create a community, and strengthen their brands?
    2. What recommendations can you make for these sites to improve their effectiveness at a global and local level?

    Your paper must be at least three pages in length; the title and reference pages do not count toward meeting the minimum length requirement. Make sure your essay follows APA format. You must use a minimum of two external sources, which can include the two websites that you choose to review. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations.

    Columbia Southern E Commerce Social Marketing Process Model Paper
    Columbia Southern E Commerce Social Marketing Process Model Paper

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    Final Answer



    E-commerce Social Marketing

    Institutional Affiliation

    Course Name





    E-commerce Social Marketing
    The e-commerce marketing field has been revolutionized by social media.
    Organizations have identified social media as the best platform to introduce their brands
    worldwide. The customers and brands engage through social media platforms. A strong
    customer relationship is enhanced when there is an interaction between social media users
    and e-commerce sites (Felix, Rauschnabel & Hinsch, 2017). The current social media
    platforms such as LinkedIn, Facebook, Pinterest, Twitter, Instagram and much more help to
    build the e-commerce brands and hence stronger customer relationship.
    E-commerce marketing involves techniques of driving high traffic to translate into
    sales and customers. Felix, Rauschnabel & Hinsch, 2017 notes that e-commerce strives to
    attain a huge customer base through a number of ways from concentrating on SEO and
    organic traffic by means of Google or Facebook ads to direct traffic on to these sites. The
    sites use either paid or non-paid approaches in an effort to find out which mix brings more
    people to the sites. The marketing algorithms and tactics are dynamic therefore the strategy
    chosen must bring the highest return on the ad spend (Shawky, Kubacki, Dietrich & Weaven,
    2019). This paper seeks to compare and contrast out the social marketing process of Walmart
    and eBay e-commerce sites.
    Compare and Contrast the social marketing process of Walmart and eBay sites.
    Walmart and eBay use social media sites such as Facebook, Tumblr, and Twitter for
    fan base acquisition. Both sites have social media links that when clicked it redirects you to
    the social media page where you the user has an opportunity to like the social media pages to
    get updates about the products and services. The sites have the ability to tell the stories of the
    products and hence creating interesting content on the social media pages (Felix,
    Rauschnabel & Hinsch, 2017). The stories about the brand help to create a deeper personal



    connection with the brand. The blogs aid to promote auction live events through the provided
    link in the case of eBay, on the other hand, Walmart uses Facebook timelines to showcase
    how the growth of the brand over time.
    Both Walmart and eBay generate interactive posts in the social media pages to engage
    the users to interact with the brand. The Facebook posts and updates by Walmart on any
    given ranges from two to five which an impressive number of responses from the fans. For
    most posts attain hundreds of comments and tens of thousands with children and pets being
    the popular group. Similarly, eBay uses online social platform such as Twitter to engage the
    fans and promote the brand. The tweets mainly focus on the promotion of the high-profile
    items while hooking up the customers with their favorite items to place the bid. eBay also
    upholds a constant and diverse feed on Instagram which features inspirational images and
    product listings.
    The two e-commerce sites share a variety of posts on social media and encourage
    amplification. Walmart adds at least 9m likes new likes every 6 months from the frequent
    posts which also attract thousands of comments which indicate an impressive response from
    the fan base. Walmart company has got a Twitter to handle with the parent handle being
    Walmart Hub that only handles re-tweets of the best performing content. On the othe...

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