lopment, characteristics and history of social media marketing in China
2. To find out the characteristics of Chinese digital consumers
3. To figure out the key findings,including advantages and disadvantages, for leveraging social media for marketing in food & beverage industry in China
4. To recommend the solution and suggestions of how to effectively leverage social media marketing in food & beverage industry in China
1.3 Structure
Chapter 2 Literature review2500 (500-600 for each part)
2.1Describsion of Social Media
The concept of ‘‘social media’’ gradually formed in the 1990s as computer and Internet technology developed rapidly. At that time, only a small proportion of people heard of this term. From 2008, social media has become popular globally(Cao, 2011). Social media is an interactive community built on Internet and mobile platform (referred to as Web 2.0). It is an open platform on which people can write, comment, discuss and exchange content created by themselves or other Internet users(Cao,2011; Kaplan &Haenlein, 2009; Mayfield, 2007).The exchange of user created content is the core of social media and it indicates the key features of social media-participation, openness, conversation, community and connectedness. Social media encourages audience’s participation, generates two-way conversation between organization and its audience, facilitates the formation of online community and connects different websites, resources and people (Mayfield, 2008). Features of social media differentiate itself from other types of media. Levinson categorizes the existing media into three types. ‘‘Old media’’ refers to television, radio, newspapers, magazines and other traditional media. This type of media is operated and managed by professionals and emphasizes on the top-downcontrol approach. The second type is ‘‘new media’’, which includes email, websites, online message boards, etc. Social media belongs to the third category, which is called ‘‘new new media’’. According to Levinson, ‘‘new new media’’ includes Wikis, BBS, blogs, Wikis, SNS and other Internetcommunities.This type of media is different from other types of media in that it highly engages audience and there is interaction between audience and organization (Levinson, 2011).Most of the information and resources on social media are created by users who are not media professionals and can be exchanged freely without generating fee, therefore social media is considered as a cost effective marketing tool (Wigmo&Wikström, 2010).
Social media is developing fast and has attracted large number of users, thus it is playing a significant role in providing product information, influencing consumers’ attitude, their purchase behavior and finally involving in after sales activities (Mangold&Faulds, 2009). Seeing the trend of social media’s involvement in marketing activities, businessesare trying to explore possible marketing capacity of social media. Social media marketing refers to the process of gaining website traffic or attention through social media (Trattner&Kappe,2013).
Word-of-mouth marketing through social media can signifi- cantly affect consumer behavior (Chen, 2012). More specifically, the 21st century is a new era of technology experiencing an explo- sion of internet-based messages transmitted
本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。