SOCIAL MEDIA MARKETING STRATEGIES IN SMALL BUSINESS Doctoral Study Project (DSP) Presented to the the Glenn R. Jones College of Business of Trident University International in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration by MONICA PATRICK Cypress, California 2019 (Defended mm dd, year) Approved by: Office of Academic Affairs Mm dd, year Dean: Debra Louis, Ph. D. Director: Indira Guzman, Ph. D. Committee Chair: name of chair Committee Member: name the member1 Committee Member: name of the member2 © 2019 Monica Patrick Then I want you to work on Ch. 2 for the SLP2, SLP3, SLP4 and SLP5. Here is the specific task for each one. SLP2 – review Ch. 2, paragraph by paragraph, and make notes that indicate: 1) what kind of information is in the paragraph (source, reference, etc.), 2)what is the main point of the paragraph, and 3) how does it support your Project, how does this paragraph relate to your Project and in what way does it help you. SLP3 – using Track Changes in Word, revise your Ch. 2. Delete, rewrite, add, whatever, to improve Ch. 2. SLP4 – Review the paper you submitted in SLP3, and make a final edit using Track Changes SLP5 – Submit your final Ch. 2. Also submit a short paper with one or two paragraphs regarding your changes you made to Ch. 2 – summarize the changes and how you think it made this chapter better. Let me know if you have any questions. --Dr. E. CHAPTER II: LITERATURE REVIEW Introduction 3 Marketing is the biggest battle to be faced by the marketing team as well as the top management of the small business organization. Whenever a customer thinks of a product or service, the marketer wants to associate that product or service with their brand over the competitors. A small business owner is constantly occupied with the ways to promote their business either through traditional marketing techniques or digital marketing techniques. One of the best ways to win the battle of marketing is by using social media marketing methods (Haigh, Brubaker, & Whiteside, 2012). Social media marketing is a form of internet marketing which involves creation and sharing the content on social media platforms so that the objective of marketing and branding can be accomplished. It is one of the powerful ways of marketing for all size of businesses. The number of social media users worldwide has increased from 0.97 billion in 2010 to 2.62 billion in 2018. (Social Media Marketing for Businesses, n.d.) The commonly used social media platforms are Facebook, Instagram, Twitter, YouTube, Pinterest, etc. Social media marketing helps the business to meet their marketing goals by increasing website traffic, raising brand awareness, increasing communication and interaction with the audiences, and creating a brand identity. (Hassan, Nadzim, & Shiratuddin, 2015) The impact of social media marketing on small businesses can be better revealed with the help of a literature review. A literature review is a comprehensive summary of the research done on the same or similar topic in the past. The review should describe, summarise and clarify the previously done researches. A literature review is an important step in the research process. Without literature review, research will be incomplete because it serves the purpose of the base for the research problem. A literature review is not just the collection of scholarly articles or 4 journals of the similar research topics, rather critical analysis identifying the research problem, hypothesis, strengths and weaknesses, and conclusions drawn. The method of review is not an easy task whether it is to be collected online or offline. The first step is to evaluate journals and scholarly articles. The review will simply not include the summary of the research findings but also the validity and reliability of the study along with comments. For this, it is important to consider as many research articles as possible because more than half of the resources will have to be ignored. Even if some of the researches are opposite to the hypothesis it is better to critique that research in the review. It is also essential to consider the date of publishing of the research. The next step is to identify the most important research articles because not every published study in my area of research topic needs to be useful. It is essential to identify a few of the relevant and most important research papers. Once the important research papers are identified, the next step is to organize the review in such a way that the review will maintain consistency and a flow of information from one idea or concept to another. It is important to keep the research question in mind so that the most relevant studies can be determined. It is often noticed that people create a list of paragraph summary in the chronological order which is not an effective way to organize the research. The things to be remembered here are the topic, problem and solution, and cause and effect. The last step is the ending of the review. The purpose of the literature review is to build a stage for our research problem. Hence, it is important to conclude the statement of a hypothesis or research question. The purpose of the literature review is to generate the interest of the audience and ensure that a link is established between the literature and the research problem to be studied. Once all the necessary aspects are taken care of, the researcher can proceed to the 5 next stage of the research report preparation. The literature review will help me to consider the important aspects of my research. This means the things need to be taken care of if it would be qualitative or quantitative research. The two methods to search the review of literature are online methods and offline methods. Online methods of literature are those which we can find on the internet through paid or unpaid journals and University websites. The books are also available in an electronic form for easy access to the users. The offline methods of literature include personally visiting the university library or other public libraries from where the relevant literature can be identified. From online mode, keywords can be inserted as in case of this research topic which is Impact of social media marketing on small businesses I can use keywords like social media marketing, social media marketing by small businesses, the impact of social media marketing on organizations, etc. It is important to consider the date of publishing of research because too old journal can be considered out-dated and useless for the research. The users can insert the range of years for the search of journals. Most of the research journals included in my research from the past few years. Description and Critique of Scholarly Literature Social media plays a very important role for most of the small business organizations. However, they do not possess the desired strategies while using social media for the expansion of the business. The research presents the desired strategies which should be followed by small businesses to engage with customers. The findings of the paper present how to build the relationship, increase sales, increase brand exposure, focus on the relationship and begin the interaction. The strengths of the article are easy identification of main parts of article like introduction, data collection, data analysis, and soon. The paper clearly states the two research 6 questions: How does a small business known for using social media build their business to gain customer attention? and How does some small businesses increase in sales using social media but others do not?. The analysis shows how quantitative data was collected and obtained the results. Easy interpretation of the conclusion is given. The only disadvantage is the depiction of the complete story like the structure of data gathering from the participants under discussions and findings (Gholston, Kuofie, & Hakim, 2016). Social media has resulted in a drastic change in the availability of information and the delivery of products to the end consumer. Social media has been widely used by small business leaders to increase their visibility and sustainability. Taneja & Toombs (2014) stated that the purpose of the article is to check if the social media is effective in promoting business and which social media site is leading, the difference in the use of social media as compared to the competitors, and the benefits and limitations of using social media as compared to traditional marketing method. The strengths of the article are important highlights has been provided like the comparison between social media and traditional media, benefits of social media by identifying the visibility, sustainability, and viability. Advantages and disadvantages of using social media for marketing and the challenges faced during the implementation. The strategies that can be followed by small business organizations to succeed. The weakness of the article is the lack of quantitative analysis. However, the purpose was to make it simple but missed one of the important aspects to be categorized as a research article. The main objective of advertising is to enhance awareness. In recent years, businesses have shifted from traditional marketing strategies to digital marketing and social media marketing. Small business owners are skeptical of the use of social media marketing and digital marketing. The paper focuses on analyzing the results based on statistical analysis like ANOVA. The paper 7 presents the results based on both quantitative and qualitative analysis. The strength of the article is analysis based on the quantitative data obtained from the respondents who are categorized based on their gender, age, education, and size of the firm. It is easy to interpret the results like Facebook is the widely used social media and email is the digital marketing media used to advertise the products. The weakness of the article is the detailed information is not provided like the participants of the research and data analysis (Cole, DeNardin, & Clow, 2017). The businessman is so much involved in the day to day business operations that they do not realize the time they should devote to advertising their business. Many social media options like Facebook, Instagram, Twitter, etc, have evolved in the past few years and used to promote the business. The strength of the article is simple layout used by the writer. The challenges are lack of proper format of research writing, for example, there is no literature review, data analysis, findings, conclusion, and introduction. The results are not supported by other research papers or quantitative data (Dettman-Bielefeldt, 2016). Ninety-six percent of the small businesses say that the activities related to the use of social media for the promotion of business are handled in the house but 19% says that they would prefer to outsource it. Around 33 hours per week are spent on marketing activities which is equivalent to $273. The strength of the article is the results are presented in the quantitative terms like 40% business is preferred television and radio ads, 23% prefers online banners, 20% preferred local print ads, and 22% prefers the website. The challenges are lack of proper format of research writing, for example, there are no literature review, data analysis, findings, conclusion, and introduction (Constant contact: Small business owners express desire to outsource social media and other marketing activities, 2013). 8 With the increase in the usage of social media, many businesses have also established their presence on social networking sites. Social media is used to share viral messages (Schulze, Schöler, & Skiera, 2015). The focus of the article is to present the various ways by which the strategies can be framed to fulfill the need for advertisement. The paper focuses on social media marketing for different types of products. The strength of the paper is quantitative nalysis like 7% social marketing strategies targeted for the strangers while rest of them are targeted to the friends, similarly, 11% off the social media campaigns follows incentive strategies and the rest of them do not follow the incentive strategies. The challenges are lack of proper format of research writing, for example, there are no data analysis, findings, conclusion, and introduction. Social media marketing has become very useful for the businesses of the 21st century. The article targets to identify the research gap between the two research questions: how is strategic social media marketing defined and conceptualized? and what factors demand consideration when constructing an organization social media marketing strategy? The article provides a theoretical framework related to effective social media marketing strategy (Felix, Rauschnabel, & Hinsch, 2017). The strengths of the article are easy identification of main parts of article like introduction, data collection, data analysis, and so on. The paper clearly states the two research questions. The analysis shows how quantitative data was collected and obtained the results. Easy interpretation of the conclusion is given. The article doesn't have any weakness because each and everything is presented with details. Social media has been targeted for functional branding instead of intentional branding. The article has presented the relationship between social media marketing strategies, functional branding and intentional branding. Information is collected from 133 participants from Jordan marketing departments. The analysis is based on the statistical tool SPSS. The analysis shows 9 that there is a need to examine the concept of intentional branding and it's used in controlling the image of the brand among the customers. The strengths of the article are easy identification of main parts of article like introduction, data collection, data analysis, and so on. The paper clearly states the research questions and hypothesis. The questions are which strategy may attract a customer to convert from a browser into a paying customer? and What is the orientation of social media marketing between the functional strategy and the intentional strategy? The analysis shows how the quantitative data was collected and obtained the results using descriptive analysis and hypothesis testing. The only challenge of the article is the interpretation of the results because the paper focuses on the hypothesis testing which is not easily understandable by the common man. (Al-Zyoud & Al-Ahliyya, 2018) Arrigo (2018) provided a comprehensive and critical systemization of social media marketing academic literature. The strengths of the article are the use of proper headings to differentiate various aspects like introduction, theoretical background, research methodology, data extraction, results, and discussion. The challenges of the article are lack of quantitative data analysis, use of literature review to arrive at the conclusion, and it is difficult to locate the findings of the article in the quantitative figures. Social media marketing has turned out to be the prominent research area in the past decade. The study has surveyed 371 students of the large university in India. It is found that the social media marketing activities comprise of five dimensions, social media marketing results in a positive impact on the customers, and customer equity drivers result in a positive impact on the customer loyalty. The strength of the article is the use of statistical analysis to arrive at results. The challenges of the article are difficulty in understanding the results of hypothesis testing, the structure of the research paper is missing in the article like introduction, literature review, 10 research methodology, etc, and difficulty in identifying the results of the paper because too much information has been given which discourages the reader to read the entire paper. (Yadav & Rahman, 2018) Social media has turned out to be the strong medium to promote the business which not only increases the revenue but also increases brand awareness and provides a competitive edge. The small business organizations must identify what they want to accomplish and plan their marketing strategies accordingly. Some of the important factors to be considered are audited social channels and analyze the target market. The strength of the source is the easy interpretation of the conclusion based on the strategies to be followed for marketing. The weaknesses are lack of proper format of research writing, for example, the research does not include abstract, data analysis, literature review, conclusion, etc. The research does not present the analysis based on any of the theories, rather it is merely a peer-reviewed article. The theory has not been empirically verified. (Choudhary, 2018) Small businesses must consider the prevailing environment so that they can use social media effectively and efficiently. However, most of the businesses do not frame strategies before proceeding with marketing. It is essential to identify the advantages and disadvantages of social media along with their applications and customer engagement. Some of the advantages are flexibility and cost-effectiveness, and the disadvantages are privacy and hacking. The strengths of the study are a discussion related to important aspects have been done like tactics, customer engagement, applications, advantages and disadvantages, the procedure to be followed and how to apply on the small business. There are no weaknesses associated with this article because everything has been described in detail. The sources of the concepts used in the article are 11 scholarly journals and books. The concepts have been empirically verified based on the conclusion presented for the assistance of small businesses. (Gholston, Kuofie, & Hakim, 2016) Social media marketing is very important the business desire to have Global visibility of products and services. To extend the market reach, the marketing team must frame social media marketing strategies so that everything goes as planned. The paper discusses the analysis based on the Research Design and Research questions. Some of the important variables identified in the study are a role in the business, education, some sector of tourism, etc. The analysis is based on the quantitative data gathered from 234 sample units. The research is designed based on the confidence interval of 95%. Advantages of the source are every aspect of the research have been properly described and use the statistical techniques to arrive at an accurate conclusion. The only weakness associated with the article is the lack of understanding of the results by an ordinary person. The source of the theory is based on the statistical techniques like correlation which has identified that there is a positive relationship between branding and marketing. The concept has been empirically verified in the form of results mentioned that there is a strong relationship between the competitiveness of tourism and social media marketing. (Patient Rambe, 2017) With an increase in the number of people using social media, businesses have been using social media marketing to promote the product and create brand awareness. Valuable insights have been provided regarding the average time spent on online activities throughout the world. It is found that users spend around 4 to 5 hours weekly on social media. Some of the important social media forms are blogs, forums, micro blogging, social networks, etc. The results suggested that there is a need to create an online reputation among the audience so that at the brand reputation can also be achieved. The advantages of the source are a detailed description of various aspects like benefits of social media marketing, marketing challenges, and followed the 12 research paper outline like problem statement, objectives, review of literature, etc. The only disadvantage of the paper is the contents of the paper are not accurately presented according to their position. The source of the theory is the Statistical Techniques that have presented the information in various diagrammatic representations. There are no disparities with other applicable theories and the theory has been empirically verified. (Karimi & Naghibi, 2015) Social media has turned out to be an interesting opportunity for businesses to promote their product and brand among the audiences. Social media networks have become a strategic component of business promotion and marketing. The platforms have proved to be boon for small business organizations. The study has presented the strategies to be used by small business organizations to have instant growth in the market and industry. The advantages of the paper are a detailed description of all the social media platforms like Facebook, Twitter, YouTube, LinkedIn and Pinterest, discussion related to the strategies to enhance the business, and recommendations to the small business organizations. The challenges associated with the paper are no statistical technique is used to arrive at the conclusion. The source of the theory is based on the literature review and on basis discussion has been presented in the quantitative terms. The theory has been empirically verified based on the recommendations presented along with the conclusion. (Basri & Siam, 2017) Businesses focusing on social media marketing should also explore the challenges they might have to face. Efforts should be made to increase relationship, engagement and building online communities so that instant help can be provided. Social media is one of the low-cost marketing strategies which can embrace almost every business sector. The only factor to be taken care of is the wise utilization of resources. The strength of the paper includes detailed analysis of factors like benefits of social media, challenges of using social media, use of 13 quantitative data for analysis, and strategies to be followed to enhance the business opportunities. The challenges associated with the paper are lack of organization of contents into the paper and no visual representation of statistical data. The conclusion is not supported by quantitative terms. The sources of the concepts used in the article are scholarly journals and books. The concepts have been empirically verified based on the conclusion presented for the assistance of small businesses. (White, 2017) Social media has turned out to be the strong medium to promote the business which not only increases the revenue but also increases brand awareness and provides a competitive edge. The small business organizations must identify what they want to accomplish and plan their marketing strategies accordingly. Some of the important factors to be considered are auditing the social channels and analyze the target market. The strength of the source is the easy interpretation of the conclusion based on the strategies to be followed for marketing. The weaknesses are lack of proper format of research writing, for example, the research does not include abstract, data analysis, literature review, conclusion, etc. The research does not present the analysis based on any of the theories, rather it is merely a peer-reviewed article. The theory has not been empirically verified. (Choudhary, 2018) Small businesses must consider the prevailing environment so that they can use social media effectively and efficiently. However, most of the businesses do not frame strategies before proceeding with marketing. It is essential to identify the advantages and disadvantages of social media along with their applications and customer engagement. Some of the advantages are flexibility and cost-effectiveness, and the disadvantages are privacy and hacking. The strengths of the study are a discussion related to important aspects have been done like tactics, customer engagement, applications, advantages and disadvantages, the procedure to be followed and how 14 to apply on the small business. There are no weaknesses associated with this article because everything has been described in detail. The sources of the concepts used in the article are scholarly journals and books. The concepts have been empirically verified based on the conclusion presented for the assistance of small businesses. (Gholston, Kuofie, & Hakim, 2016) Social media marketing is very important the business desire to have Global visibility of products and services. In order to extend the market reach, the marketing team must frame social media marketing strategies so that everything goes as planned. The paper discusses the analysis based on the Research Design and Research questions. Some of the important variables identified in the study are a role in the business, education, some sector of tourism, etc. The analysis is based on the quantitative data gathered from 234 sample units. The research is designed based on the confidence interval of 95%. Advantages of the source are each and every aspect of the research have been properly described and use the Statistical Techniques to arrive at an accurate conclusion. The only weakness associated with the article is the lack of understanding of the results by an ordinary person. The source of the theory is based on the Statistical Techniques like correlation which has identified that there is a positive relationship between branding and marketing. The concept has been empirically verified in the form of results mentioned that there is a strong relationship between the competitiveness of tourism and social media marketing. (Patient Rambe, 2017) With an increase in the number of people using social media, businesses have been using social media marketing to promote the product and create brand awareness. Valuable insights have been provided regarding the average time spent on online activities throughout the world. It is found that users spend around 4 to 5 hours weekly on social media. Some of the important social media forms are blogs, forums, microblogging, social networks, etc. The results suggested 15 that there is a need to create an online reputation among the audience so that at the brand reputation can also be achieved. The advantages of the source are a detailed description of various aspects like benefits of social media marketing, marketing challenges, and followed the research paper outline like problem statement, objectives, review of literature, etc. The only disadvantage of the paper is the contents of the paper are not accurately presented according to their position. The source of the theory is the Statistical Techniques that have presented the information in various diagrammatic representations. There are no disparities with other applicable theories and the theory has been empirically verified. (Karimi & Naghibi, 2015) Social media has turned out to be an interesting opportunity for businesses to promote their product and brand among the audiences. Social media networks have become a strategic component of business promotion and marketing. The platforms have proved to be boon for small business organizations. The study has presented the strategies to be used by small business organizations to have instant growth in the market and industry. The advantages of the paper are a detailed description of all the social media platforms like Facebook, Twitter, YouTube, LinkedIn and Pinterest, discussion related to the strategies to enhance the business, and recommendations to the small business organizations. The challenges associated with the paper are no statistical technique is used to arrive at the conclusion. The source of the theory is based on the literature review and on basis, discussion has been presented in the quantitative terms. The theory has been empirically verified based on the recommendations presented along with the conclusion. (Basri & Siam, 2017) White (2017) stated that businesses focusing on social media marketing should also explore the challenges they might have to face. Efforts should be made to increase relationship, engagement and building online communities so that instant help can be provided. Social media 16 is one of the low-cost marketing strategies which can embrace almost every business sector. The only factor to be taken care of is the wise utilization of resources. The strength of the paper includes detailed analysis of factors like benefits of social media, challenges of using social media, use of quantitative data for analysis, and strategies to be followed to enhance the business opportunities. The challenges associated with the paper are lack of organization of contents into the paper and no visual representation of statistical data. The conclusion is not supported by quantitative terms. The sources of the concepts used in the article are scholarly journals and books. The concepts have been empirically verified based on the conclusion presented for the assistance of small businesses. Marketing has resulted in factors like planning and strategizing for small organizations. The author is intended to use the extant theory for entrepreneurial marketing. The entrepreneurs are engaged in the creation of an interpretive framework that should be assessable to the stakeholders and consumers. The interpretive framework is specially designed for marketing activities. The purpose of the article is to contribute to the debate of marketing in small business organizations. The strengths of the article are a focus on one of the aspects which is the favor of using social media marketing by the small business organizations, opportunities to the entrepreneur, use of case studies with varied level of strategies used by the management, and the representation of conceptual framework in a diagrammatic manner. There are no disadvantages associated with the study because it is simply based on one of the aspects of the topic. (Bettiol, Maria, & Finotto, 2012) The authors intended to study technological assimilation, aggregating Technology as well as different stages of assimilation for small-medium enterprises. Technology plays an important role when the target is to increase awareness among consumers. The research validates some of 17 the characteristics as well as institutional actors as an important determinant of the marketing activities. The research question of the study is what institutional actors and what firm-level characteristics affect the full assimilation cycle of technology is spanning the full value chain of small and medium-sized Enterprises? The study has also utilized the hypothesis to arrive at the conclusion. The result states that the information system focuses on the promoters as well as inhibitors of the technology adoption. The advantage of the study is the focus on the research question and hypothesis to arrive at conclusion. The only weakness identified in the study is the lack of support for the literature review. (Bharati, & Chaudhary, 2012) Facebook has gain popularity in the past few years. The study intended to identify the uses of Facebook as a strategic marketing tool for small businesses in Missouri. Different types of features are available on Facebook which can help the businessman to promote their product and business activities. The aim of the paper is to discover effective marketing strategies and its implementation among the small businesses in Missouri. The participants of the study were five business owners of B2B businesses and 5 owners of B2C businesses. Various contents used for marketing purpose our photos, videos, links which are compatible with Facebook page manager app. The benefits of the study are a detailed description of all the important factors related to research like research methodology, findings, etc. There are no weaknesses associated with the research. The research questions are how can the small business owners create and implement effective Facebook marketing strategies?, How much time do the small businesses spend on developing and implementing Facebook marketing strategies? and many more. (Peterson, 2017) Many marketers have realized the capability of the business to visit potential customers through the websites and online mode of communication. The resources stated that most of the companies have utilized web Analytics to reach potential customers. Moreover, the suggestions 18 are given in the form of strategies to improve the digital marketing performance of the business. The advantage of the study is the use of diagrammatic representation to depict the usage of digital media by the small business organizations, a mathematical representation of the assessment of the opinion of respondents, and improvement process for the small business organizations. The only disadvantage is the study does not focus on the research question for the hypothesis to arrive at conclusion. The source of the concepts is marketing models. The concepts are not empirically verified as there is the support of hypothesis to arrive at results. (Chaffey & Patron, 2012) According to small business administration, there are more than 25 million small businesses in the United States of America. More than 86% of businesses having no more than 20 employees which makes almost one-fourth of the entire US workforce. Almost 50% of the businesses not able to survive for long and consequently they are closed. The author intended to present the qualitative case study based on the understanding of the decisions made and the actions taken by the small business owner during their marketing strategies. The method used to collect information interviews. The study presents five research questions, some of them are how does the small business pursue marketing? What makes the small business owner competitive? How does a small business formulate a market segment strategy, and so on. The sample is based on 20 small business owners. The strength of the study is the use of quantitative data instead of qualitative data. Research Design is based on exploratory research. Easy representation of the data in the form of codes and themes. There is no weakness associated with the paper. The conclusion is presented in the form of recommendations like marketing education, training, business partnerships, and alliances. (Gilmore, 2012) 19 Small businesses are the major contributors to economic development. To promote the small businesses, social media marketing and adoption of new communication tools have proved to be very helpful. The research focused on reviewing the academic literature related to the factors influencing social media market adoption. The paper intended to answer the question of why and how does social media marketing adoption occur? The strength of the paper is the easy understanding of the concept like the factors of social media marketing, the technology adoption barriers, etc. The only weakness of the paper is no support of hypothesis to arrive at the conclusion. The sources of the concepts are marketing models like the theory of diffusion, technology adoption theory, etc. There are no overlaps and disparities within the theories. Moreover, the theories are empirically verified. (Dahnil, Marzuki, Langgat, & Fabeil, 2014) Internet marketing is essential to fulfill the needs of the customers and to remain competitive in the business environment. The small business owners should frame the strategies regarding the usage of the internet to promote their products and services. The author intended to display multiple case studies based on the 5 small business owners of Maryland. The businesses were having less than 20 employees. The method used to collect the information was semistructured interviews. The results revealed that there is a need to have internet marketing strategy planning to measure marketing performance. Small businesses should develop and implement social media marketing strategies. The findings suggested positive social change due to the healthy economic system and improved financial performance. The strength of the source is a detailed description of the problem statement, conceptual Framework, research methodology, etc. There are no weaknesses associated with the paper. The research question answered in this paper is how can small business owners develop and implement a successful internet marketing 20 strategy? The purpose of the study is to explore the process of a successful internet marketing strategy to be used by business owners. (Demishkevich, 2015) Mobile marketing is one of the easiest marketing techniques used by the business owner. With the advancement of technology, most of us possess a smartphone with an internet service. The only problem faced is the experience of the strategy to be used for mobile marketing to increase sales and awareness of the product. The purpose of the study was to identify how the small business market areas have created and implemented the strategy for mobile marketing to enhance brand awareness successfully. The target of the research was small and independent entrepreneurs. The two research questions focused on the study are how are successful marketing strategies created to increase brand awareness and sales? And how is mobile marketing used in the small business marketing communication mix? The strength of the source is a detailed description of the problem statement, conceptual Framework, research methodology, etc. There are no weaknesses associated with the paper. The conclusion of the study is the owner who desired to use the mobile market, must have a strategic plan to engage with customers. (Doleman, 2017) Social media marketing has been embraced by Integrated Marketing Communication techniques. Most of the organizations are involved in cause marketing. The evidence has shown that most of the consumers especially the women and teenagers are ready to pay extra if they get benefit through social media. The social media has turned out to be the major component for marketing campaigns. The strength of the research is the focus on 3 campaigns which eventually resulted in the analysis of three case studies. The disadvantage of the research is the lack of support for the research question. (Furlow, 2011) 21 To establish good public relations, organizations have been using communication to establish a good relationship with stakeholders. The purpose of the resource is to analyze the use of Facebook pages by the profit organizations and the communication strategies used to have a positive impact on the stakeholders. Three organizations were selected for content analysis in the two-phase experiment. The research questions of the study are how do for profit organizations use Facebook to disclose information, disseminate information, promote corporate social responsibility activities, and promote two-way communication to stakeholders? and do for-profit organizations employee a corporate ability, social responsibility, or hybrid communication strategy in regards to Facebook? The strengths of the study are the use of Statistical Techniques and analysis to conclude. The only disadvantage is the results cannot be easily interpreted by an ordinary reader. The results depicted that for-profit organizations debates the information related to the awards, achievements, and services on the Facebook pages. The organizations using corporate social responsibility communication strategy can get maximum exposure with potential customers. (Haigh, Brubaker, & Whiteside, 2012) Due to the popularity of social media, it is considered a new platform by most of the entrepreneurs to promote their business and use it as a marketing weapon. The research targeted to propose the strategies for utilizing social media marketing tool by the small business organizations based on the AIDA model. The model is widely used for online marketing strategies to enhance the business on social platforms. For the study, Focus Group discussion was used to gather the information from 22 small business entrepreneurs. The research question of the study is what is the appropriate strategy in using social media as a marketing tool for small businesses? The strength of the study is Focus given on all important aspects like methodology, literature review, findings, etc. The only weakness of the study is the lack of support for the 22 hypothesis. The conclusion stated that the internet and social media has become the requirement of the business. The small organizations need to innovate and promote their product to have long term existence which can only be possible using social media marketing because of costeffectiveness. The source of the concepts is marketing models like the AIDA model. (Hassan, Nadzim, & Shiratuddin, 2015) The author focused to review the factors that can make mobile marketing communication an important and tremendous media choice for the market areas. The most important factor while using mobile marketing is the formation of a strategic plan so that if anything goes wrong the changes can be made as planned. The research discusses five important characteristics of mobile marketing immediacy, personalization, consumer control interactivity, location sensitivity, and ubiquity. The research question of the study is when and with what kind of marketing messages should Mobile Marketing Communication be used to reach consumers? The study has discussed the advantages and disadvantages of mobile marketing, future implications, and mobile media considerations which are beneficial for the readers as well as entrepreneurs. The only disadvantage of the study is the lack of proper research layout (Holland, 2010). According to Huang & Benyoucef (2015), the increasing popularity of internet applications has provided the opportunity for small businesses to grow and have recognition. Social media applications have provided an opportunity to grow social commerce. This has benefited both customers, as well as producers as the customer is, are able to purchase products through online mode and they need not to personally visit the shopping complex. However, the businessman also had to face the problems related to social media marketing, but the strategies must be framed to ensure that nothing goes wrong. The Research question of the study is what are user preferences of social features on social commerce websites? The strength of the paper is the use 23 of various models like the technology acceptance model to conclude. On the contrary, the research is not supported by the hypothesis. The results indicated a significant difference between the preferences of the user towards the social features as well as differences within every category of social Commerce website. Social media comprises of large internet-based applications which incorporate social blogs, microblogs, pictures, videos, weblogs, etc. The more the number of options more are the opportunities to highlight the aspect. Recently the businesses have been using social media to advertise and promote their product. Companies have been using marketing strategies to fulfill the needs of the organization and achieve the objective by reducing the cost of operation and increasing profits. Sofi (2018) studied the adoption of social media marketing helps in building a relationship with the stakeholders. The purpose of the research is to study the benefits of social media marketing through content analysis. The strengths of the paper are an easy understanding of the conclusion because the paper is based on a review of the literature. The weakness of the paper is the lack of support for the research question and hypothesis to conclude. The results have stated that social media marketing is the key driver to build brand loyalty. It is one of the easiest ways to reach a large number of audiences at the least cost. The emergence of technology has helped the businessman to begin a new kind of conversation with the customers and companies to discuss their brand and products to get a brand reputation in the market. Nowadays, the social media platform has become the best vehicle for a business to have a relationship with customers. Companies have created a fan page on various social websites just to provide information related to their products and promotions. The marketing departments have used social media to gain popularity. The strength of the research is the detailed description of the use of social media marketing by the most powerful beverage 24 companies in the world. Zadeh & Sharda (2014) have utilized mathematical techniques like stochastic point processes, but they cannot be easily understood by an ordinary person. The graphical representation of different types of events, as well as the simulated conditional intensity function, is a benefit. However, the research does not support the research question and hypothesis to conclude. The results stated the possibility of using crowdsourcing as a marketing method to increase popularity and brand awareness. Mobile phones and other mobile devices have provided a chance to the organizations to spread the Awareness of their products through messages. With the substantial growth of mobile commerce, marketers realized the importance of mobile ads to increase awareness. Mobile phones have provided a phenomenal penetration to grow the popularity of the product. It is estimated that the mobile phone Marketing concept will reach a hundred percent in the coming years. Yu (2013) targeted to know the response of the customers to the advertisements they receive on their mobile through different types of inter activities like consumer market inter activity, consumer interactivity, and consumer message interactivity. The research questions of the study are will consumer message interactivity lead to more favorable attitudes towards mobile ads, attitude towards the brand, and greater purchase intentions compared to the control condition? And which type of interactivity is most effective in affecting consumers’ attitudes towards mobile ads? The existence of 2 to 3 research questions in the paper demonstrates the strength of the study because various conclusions can be drawn based on the research questions. The results obtained stated that developing nations should focus more on mobile applications and in-app advertising. Social media has drastically changed the way business was done by the businessman in the previous days. Nowadays, organizations are hiring the community managers as well as social 25 media analysts and they have also formed a separate Department to look after the marketing activities. The author of the research targeted to present the exploratory efforts of the existence of Facebook marketing practices and tools to advertise the products. The strength of the paper is the detailed benefit of Facebook marketing and the risks associated which needs to be taken care of by the businessman. The disadvantage of the paper is the lack of support for the research question and hypothesis to draw the conclusion. The results stated that most of the organizations want to spread information to their potential customers through Facebook. There has been an increase in the flow of communication among the customers to enhance the level of flexibility and building relationship with customers. However, Facebook cannot replace the traditional marketing tool, but it can definitely be utilized as a compliment to the prevailing traditional promotional tools. (Fowdar & Fowder, 2013) The economic crisis can have an adverse effect on the business. Considering such a negative economic downturn, it is always desired by the Businessman to have maximum awareness of the product manufactured by them to the customers. A recession tends to affect almost all the companies to some degree or extent. The focus of the study is to analyze the impact of the great recession on marketing in the US. The companies have to shrink their budget related to the advertisement and that is the reason they shift from traditional marketing to digital marketing. Digital marketing is less costly than traditional marketing methods. The advantage of the study is the focus on reviving the business from the difficult situation being faced by the entire nation. Some of the contents like marketing during the great recession can help the small businesses whose survival became impossible. The disadvantage of the study is the lack of support for the research question. The results stated that great recession affects almost all the organizations and industries around the world, but a thoroughly planned marketing strategy can 26 help the organization to succeed. It is also mentioned that the organizations that continuously focus on their marketing efforts are able to become the post-recession winners. The sources of the concepts are economic models of recession. (Rollins, Nickell, & Ennis, 2013) Inferences for Forthcoming Study Social media marketing does not seem to be as easy as it is mentioned by most of the researcher. The major problem being faced by the business owners is how to proceed with the marketing of their products and what sources should they use so that the customers should get maximum exposure. (Schaupp & Belanger, 2014) So the problem that needs to be addressed is the use of Strategies for social media marketing because it is not always possible that whatever being planned by the owner will be preceded in that way. There are chances that the plans are not fulfilled as desired rather everything goes opposite to the planning. In that case, it would necessitate the small business owner to have a pre-planned strategy to guide them during the emergency. Research question are: RQ1: Does the business require a social media marketing strategy for uncertain situations. The two hypothesis will be H1: There is no need for a social media marketing strategy for uncertain situations H2: There is a need for a social media marketing strategy for uncertain situations. RQ2: How small business owners can use social media platforms to gain maximum customer attention? RQ3: What strategy will help to attract the viewers from the browser into the paying customers? RQ4: What factors should be considered while constructing a social media marketing strategy? 27 Even if the business plans to use social media marketing, it is not easy to decide which social platform to be used and what content should be posted to get the maximum audience views. Businessman indeed spends most of his time in marketing or promotional activities. They are highly concerned about brand awareness and that is the reason the marketing team should carefully observe all the social media platforms. The commonly used social media sites are Facebook, Twitter, Instagram, Snapchat, Pinterest, etc. The audience of all the platforms is different in one context or the other. The problem that should be addressed is how to use social media to gain maximum customer attention. Despite the identification of the desired platform, it is not easy to influence the customers to come out of their comfort zone and purchase the product which they have never heard of before. This would necessitate the marketing manager to target those areas of the product which are not offered by any of the competitors. This would again necessitate the formation of a strategy because simply posting the content on the social media sites will not solve the purpose. The businessman and the marketing team should identify the age category of the targeted audience and the type of content which will influence a maximum number of viewers. The problem that will be addressed is the strategies to be focused so that the advertisement posted on the social media will convert the users into the customers. The strategies can only be framed once the businessman or marketer is aware of the factors which will influence the social media marketing strategy of the organization. Some of the important factors can be the age group of the customers for whom the product is targeted, the season in which the product is to be used, the quantity and quality of the product. All these factors need to be considered before the formation of strategy. For instance, if the product is to 28 be sold in winters, then the owner should begin advertising the product at the end of the summer season. The owner needs to identify all the factors influencing the marketing decision because even if the single factor is skipped then all the marketing efforts will be useless. The top management of the organization must study the factors influencing the sale of the product and the formation of the social media marketing strategy. Conceptual models Organizations and advertisers pour a lot of their assets into creating, sharpening and executing promoting programs in light of two objectives: to help the business in accomplishing its "most extreme benefit potential", and carry it to the point where it can continue itself as long as possible. Essentially, they have their eye on two balls: productivity and development. (Auffermann, 2010) As purchasers become progressively mindful of the disparity encompassing them, they look to make contrasts. Cause marketing – the agreeable exertion between a for-benefit and a non-benefit for their shared advantage - gives individuals the chance and learning they have to help. Benefit creating, amazing worldwide brands have the assets to bring issues to light of notfor-profit associations, while likewise advancing their item. The standards of cause advertising allude to adjusting a brand to a reason to deliver productive and societal advantages for the two gatherings. These common advantages can incorporate the making of social worth, expanded association with general society, and the correspondence of shared worth, just as a benefit. A portion of the strategies utilized incorporate teaming up with a reason situated gathering or association, picking a reason that is identified with the central purpose of the business or its items and administrations, profiting and in kind, and notwithstanding doing charitable effort. 29 Since cause marketing is to a great extent dependent on press and verbal, organizations regularly fuse it in their commercials and limited time materials. That is one less substance – and cost – to stress over. Event marketing is a limited time technique that includes up close and personal contact among organizations and their customers at uncommon events like shows, fairs, and games. Brands use event marketing excitement (like shows, challenges, or gatherings) to arrive at customers through direct hand-to-hand inspecting or intelligent presentations. Event marketing methodologies leave an enduring, brand-centered impression of fun by catching the eye of a gathering of individuals who are assembled. Whenever executed effectively, event marketing will give every one of them an encounter that will resound in their brains. Event marketing is entering a guerrilla time where the physical and the virtual run into each other, offering new alternatives for marketing experts who make buzz over an administration or item. Consider one of McDonalds' most prominent event marketing efforts – McDonalds Monopoly. As per the organization, the advancement expands the chain's income upwards of 5% month-over-month, despite the fact that customers have been partaking since 1987. While the game pieces themselves have constantly spoken to an opportunity at winning an assortment of prizes, late years have divulged another measurement to the game – intuitive Monopoly, where buyers can win considerably more prizes by enlisting their game pieces on the web. The theories being used are communication theory and Chaffey's theory. Conceptual Framework for Forthcoming Study Globalization has required each brand to reach at its customers through a system that carries new companies nearer to them and encouraging them to purchase items of their need. (Sajid, 2017) This necessitates brands to know about the various demands of their customers. 30 They face difficulties like how to address multi-lingual crowds situated in various time zones and to organize and execute a business system that will get the greatest out of their publicizing effort. Social media platforms are the quickest source to arrive at their potential customers; henceforth new businesses make progress toward their social media nearness particularly to tap such markets where the verbal methodology works best for advancing items. The study will discuss: Epistemology Communication Theory of a Social Media Marketing Plan The theory behind communications is a two-way activity, with a flow between at least two individuals. Traditional mass communications moved away from this rule, in any case, and turned out to be to a great extent a type of "pushing" material at the group of audience. Utilizing stations, for example, papers, TV, and radio, displayed little open door for criticism from the group of spectators. Social media has changed that, and interactivity is one of the characterizing attributes of the stage. The communication theory of your social media marketing plan, in this manner, is association and commitment. Social media must make associations. Locales, for example, Facebook and its ancestor, MySpace, were initially made simply to encourage web-based systems administration between companions for the motivations behind social exercises. From that point forward, businesses have understood the benefit of making immediate, individual associations with their current and potential clients. This works especially well in the business-to-shopper condition, where it empowers organizations to talk straightforwardly to their customers, get input, lead the purchaser to explore and elevate items to individuals who have chosen to get news through "enjoying" or following the organization profile. 31 Commitment is about the discussion. The theory behind conveying through social media is that it endeavors to connect with the intended interest group and construct bonafide discussions. The medium makes it conceivable to intensify and spread positive messages from supporters and influencers. Organizations can likewise transparently address negative reports, to advance the responsiveness of their client administration and help singular buyers. Supporters can draw in with similar individuals, hold significant discussions and rouse each other to do things that make a difference to them. Chaffey’s Theory- Social Media Marketing Observing and encouraging client’s association, investment and sharing through computerized media to empower positive commitment with an organization and its brands promoting business esteem. Interactions may happen on an organization webpage, social systems, and other outsider sites. Social media marketing is a fundamental area of the web-based marketing world which involves how to do buyer discussion on a site or Facebook/Tumbler/Twitter. This should likewise be possible on a discussion or blog. Internet organizing exhibiting is a fundamental class of mechanized publicizing which incorporates engaging customer correspondences on an association's very own site, or social presences, for instance, Facebook or Twitter or web diaries and discourses. It tends to be associated as a customary imparted medium, for example, associations can use Facebook or Twitter to send messages to customers or accessories who have chosen it. In any case, to abuse the upsides of web-based systems administration it is basic to start and check out customer discourses. These can be related to things, progressions or customer advantage and are away for adjusting increasingly about customers and offering assistance so improving the way an 32 association is seen. The advancement of casual associations has been accounted for by Boyd and Ellison (2007) who depict individual to individual communication goals (SNS) as: Online organizations that empower individuals to (1) manufacture an open or semi-open profile inside a restricted system, (2) clarify a once-over of various customers with whom they share an affiliation, and (3) see and explore their once-over of affiliations and those made by others inside the structure. (Boyd and Ellison, 2007) Theoretical Perspective Networking Capability Networking capability is picked as a key relevant theoretical establishment as it is the endless supply of Web 2.0 (the second era of web-based applications) – as a result of this usefulness, customers are responsible for how data is produced, made, composed, and shared. Social media represents the outcomes of Web 2.0, because of its capability of building up and keeping up social systems among clients. System innovation is at the core of any openadvancement procedure, enabling small organizations to get in touch with the biggest conceivable network for their contributions. Consequently, networking capability can be connected to help clarify how social media cuts over societies and geographic limits and permits gatherings of people who may have always generally been unable to associate to have communication. From a worldwide business point of view, social systems have been characterized as "a web of individual associations and connections to verify supports in close to home and additionally authoritative activity". The formation of such systems is significant in worldwide publicizing and marketing for reasons like a social networking site is a productive way to make and keep up systems simply and cheaply, the quantity of frail binds is probably going to increment. 33 Second, a key to understanding the adequacy of social networking sites is the electronic word-of-mouth (eWOM). The primary thought processes of eWOM are to encourage data trade, give recreational leisure activity, and unite clients, along these lines making a gathering's impact group. Social media has effectively exhibited the intensity of cross-outskirt eWOM in worldwide brands' Facebook or Twitter accounts. Also, a few analyses have effectively connected system hypothesis to help comprehend associations inside an online network, but by and large in single nation setting. Third, with networking capability, firms can create schedules inside their systems that produce new asset setups and the firm's ability to incorporate, reconfigure, addition and discharge asset combinations. Such capability is a social media setting can give colossal chance to organizations to all the more likely to communicate with clients by means of social media. We all are aware that organizations, for example, Facebook have the option to effectively acquire wide nations, one rather huge hole in Facebook's worldwide control is its absence in China. The site is authoritatively restricted in China while local Chinese sites command in the market. Japan, South Korea, Vietnam, and Poland are the nations where Facebook's quality has been unobtrusive. Until this point, be that as it may, scholarly research on social media in a global setting has been inadequate and comprehension of precisely why firms face difficulties in individual nations is to a great extent missing. Earlier research on social media marketing has viably focussed on a few issues, including subjective investigation of posts and remarks and their relationship to viability, causal connections among mental elements, drivers of eWOM or positive online customer audits, or augmentations of existing buyer conduct models in the social media setting. 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