Impact Of Computers, The Internet And E-Commerce On How Business Functions And Markets
Nowadays social media technology and e-commerce has had a huge impact on business functions and markets as well as it is one of the most beloved methods for new generation. Technological developments such as the development of powerful search engines, advanced mobile devices and interfaces, peer-to-peer communications vehicles, and the development of online social networks have increased the ability of marketing to reach customers through new touch points. Social media marketing is the latest new marketing concept of distributing and discussing information-technology side by side every stakeholder wants to know how social media can value their business. In other way social media can be define, as a team of creating Internet that has been building on the conceptual and technical foundations of the web, and allowing users to create and collaborate on content generated by the user. For every aspect of the regular life of client, personal, business-to-customer or business-to-business using social media is common phenomenon. It also a type of online media that recognizes each member for response and contribution. Marketers now showing respect to the customers choices and values because of the quick feedback. Now it's a place where customers can learn more about their favorite companies and their products sold. Advancements within social media sites have created consumer communities for sharing information on brand products. It is a private channel for bonding between brands and consumers and currency offers, user-centric networking and social interaction. It also exploited for the information it provides on consumer behavior with regards to their purchasing intentions, their business model or promotional mix. Consumers are no longer passive receivers of marketing messages; instead, they are using Facebook, YouTube, and Twitter to voice their opinions-both positive and negative. It is platform for marketers for getting an endless array of potential consumers.
Introduction
In particular, the role of computers, the Internet and e-commerce has had a huge impact on how business functions and markets. Introducing social media technology and we can assume that now there is a similar impact in the business-trade and the upcoming Senate. As new technologies became available, businesses that learn to use new technologies improvement great benefits. Some of the best-recognized examples include technology-driven companies such as Microsoft, Amazon and Google. In the short term, social media today has become one of the most beloved methods for Indian youths. Social media marketing is the latest new marketing concept and every dealer owner wants to know how social media can value their business. People are socially incorporated into nature and collections or segment information that is important to them.
Social Media Marketing understands that technology is making it easy to connect social networks with their social network and how your business can benefit from that understanding. A lot of yours and your client, personal use, business-to-customer or business-business reasons for every aspect of their regular life use social media. There is a common misunderstanding that social media and social networking sites are two equal terms. Social media is about distributing and discussing information-technology. It can be defined as a type of online media that recognizes each member for response and contribution. This is a social device that provides access to distribution of data between operators on a specific network through the Web 2.0. This includes online activities in which the user contributes to creating Genie content. The media supports the user's connection, which can be posted in general as well as suggestions on the basis of the other user's preference for others with similar interests and lifestyle. This is why social media can be defined as a spacious time where people create content, share it, share the network's phenomenal percentage.
Social networking sites on the other hand are a place where a group of people have an interest in connecting with others. The social networking site uses social media technology to connect people and develop relationships. The social networking sites allow them to create their profiles in a limited system, share them with other users and view their list of connections, and the links created in others (Boyd-Ellison, 2007). So last May, the social networking site is a form of social media. The growing dependence of technology for basic communication highlights the importance of analyzing how the system is affecting regular systems. Everyone including teens and new adults, women, men, comfortable customers and adult individuals can join a social network site. Customers now have the control to talk back at the brand and show their opinions of the brand, therefore, marketers have no choice but to treat them otherwise and with greater respect.
Defining Social Media
To treat social media as a marketing tool, the marketers has to understand all aspects. Social media can't be understood without the first websites Web 2.0: An expiration that describes a new way that users use the World Wide Web, a place where a shared and cooperative approach to content is changed by all employees. “It is much more to do with what people are doing with the technology than the technology itself, for rather than merely retrieving information, users are now creating and consuming it, and hence adding value to the websites that permit them to do so”. Web 2.0 has evolved from simple information retrieval to interactivity, interoperability, and collaboration.
However, there are some basic features required for a website that must be met as a social network website: the site must be user profile, content, a method that allows users to connect to each other and Post comments on the page and add general to the virtual group based on fashion or politics. The phrase social networking sites’ is often used interchangeably with social media. Though, social media is different because it allows participants to unite by making personal information profiles and inviting friends and colleagues to have access to those profiles. Therefore, social media is the situation in which social networking takes place and has different the way in which consumers gather information and make buying decisions.
Consumers’ Sentiment toward Marketing (CSM) is a factor consider by researchers to measure how good consumers will observe social media marketing. CSM is defined as a concept which refers to the general feelings that consumers have for marketing and the marketplace. An individual’s insight of the overall marketplace plays a main role in whether or not they are inspired to partake in consumption activities. In order to make a successful marketing campaign via social media, a consumer must be open to the technology. Consumer technology readiness is defined as “people’s propensity to embrace and use new technologies for accomplishing goals in home and work”. Consumer technology readiness is important for retailers to think of when marketing on social networks because if their intended target market does not use social media, is not familiar with it, or perceives it negatively, then their social media marketing will be unrewarding. Analysis of technology readiness can determine if marketing via interactive advertising would be a good fit for a retailer’s target market.
The Innovation Adoption Process (IAP) is another instrument that offers info on a consumer’s getting of new technology. The IAP is the progression through which an individual goes through the innovation-decision procedure. Five steps make up the process: knowledge of the innovation, forming an attitude toward the innovation, deciding to accept or reject the innovation, implementation of the innovation, and approval of the decision. Knowledge of IAP can help marketers obtain a social media marketing campaign that is fulfilling. Social media has improved from providing a platform for people to communicate with their family and friends only. Now it's a place where customers can learn more about their favorite companies and their products sold. Marketers and retailers are using these sites as a way to reach out to buyers and provide new ways to shop. "Technological developments such as the development of powerful search engines, advanced mobile devices and interfaces, peer-to-peer communications vehicles, and the development of online social networks have increased the ability of marketing to reach customers through new touch points".
Shopper marketing is a new concept that has emerged, creating a new touch point for the interactions between businesses and consumers. Shopper marketing is “the planning and execution of all marketing activities that influence a shopper along, and beyond, the entire path of purchase, from the point at which the motivation to shop first emerges through purchase, consumption, repurchase, and recommendation”. Perceived fit is an important factor for retailers to consider for shopper marketing; perceived fit is the amount of similarity between an extension product category and existing products affiliated with the brand.
The more people perceive shopping services on social networking sites as useful and easy to use, the more likely they are willing to shop for items on social networks (Cha 2009). Providing shopping services on social networks can provide business growth for retailers due to the diversity of consumers who use social media sites. The wide range of consumers utilizing social networks means that most target markets can be reached. This provides an effective platform for retailers to promote their brand and products to potential consumers. According to Shankar et al. (2011), shopper marketing can join forces with shoppers to improve products, create clear messages, identify promoters, and serve as a connection to in-store activities, thus demonstrating the importance of social media within a retailer’s marketing plan. Advancements within social media sites have created consumer communities that are defining new ways in which companies and customers can interact with one another to share information on brand products. For example, virtual brand communities are creating a computer-generated space for consumers and retailers to connect with one another via marketing.
