Social Marketing in Organisational Development †MyAssignmenthelp.com

Question: Discuss about the Social Marketing in Organisational Development. Answer: Introduction: Branding of a particular product and service is an essential factor which increases the sustainability of an organisation. Branding helps in enhancing the growth of the business through customer acquisition. The promotion of a particular product or service is the pragmatic approach to draw the attention of the customers, and build brand awareness among the target audience. The traditional advertisement process through television, radio or in other digital media sites is losing ground among customers as it neither promotes reliability nor trust factor among them. The broader details related to the products and the reviews are not shared in such advertisement process. This form of advertisement is expensive as it not only involves celebrities for capturing customers attention but also enforces an organisation to invest a lump sum capital. On the other hand, the branding process of word of mouth promotion or through social sites has become popular as it creates reliability. Aim and Objectives The primary purpose of this particular research work is to establish an in-depth understanding of the impact of branding on social media sites or through word of mouth and how it creates trust among the customers. The core objectives of this research work are as follows: To understand the impact of branding on customers in the recent era To examine the current trends of advertisement To understand the impact of social marketing in creating brand awareness among customers Methodology The methodology section would involve the study of previous research work done in the relevant area and the necessary information through both the primary and secondary data collection processes for the progression of the entire research work. It has been found that the television advertisement and the radio advertisement had been the principal source of brand promotion and in the creation of brand awareness. This has been the successful, efficient and the traditional method of branding (Hollebeek, Glynn Brodie, 2014). But, over time, the thought process and the selection of a particular product has become complexed as different people possess different perspectives and show a particular mind set. Merely grabbing the attention is not enough to sell a product. The price, features, proper information delivery, pros and cons of a product and services, brand reputation, reviews of other customers have become essential in the recent trend of marketing, where social marketing has occupied a leading position (McCarthy et al., 2014). Due to a tight schedule in the fast-paced life, the new generation is not able to spend much time in watching television (Siamagka et al., 2015). To them, social media sites, websites, or application based sites serve as the sources to connect to the world. They get to know about the latest information about the upgraded, and branded products and services via promotion in social media. The reviews of other customers and the feature of chatting directly with other users lend a helping hand in building faith or confidence in a product and service (Parveen et al., 2015). Data collection and analysis Data collection approach: The researcher would follow both the primary data collection and secondary data collection method. The primary data collection would be done through a face to face interview process from a target market to understand the customers preference on reliable branding process. The secondary data collection method would involve the study of previous research work in the similar field. Quantitative data analysis: A proper graphical and chart representation of the final result would be prepared to analyse the percentage of different branding processes and the impact of social marketing among customers. A comparative result would be discussed. Qualitative data analysis: A set of the questionnaire would be provided to the customers to understand their preferences for branding method and why they like the social marketing in comparison to the other traditional methods. References Hollebeek, L. D., Glynn, M. S., Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation.Journal of interactive marketing,28(2), 149-165. McCarthy, J., Rowley, J., Jane Ashworth, C., Pioch, E. (2014). Managing brand presence through social media: the case of UK football clubs.Internet Research,24(2), 181-204. Parveen, F., Jaafar, N. I., Ainin, S. (2015). Social media usage and organizational performance: Reflections of Malaysian social media managers.Telematics and Informatics,32(1), 67-78. Siamagka, N. T., Christodoulides, G., Michaelidou, N., Valvi, A. (2015). Determinants of social media adoption by B2B organizations.Industrial Marketing Management,51, 89-99.