issues arising from Facebook for the marketing

Introduction.

Facebook is a social media site which allows people to get connected with friends, upload pictures and videos and share with friends and as well comment and like posts from people or business fan pages. In the same Facebook provides powerful platform for businesses to communicate with the customers and build up the brand value (Evans, McKee, & Bratton, 2010).

However, any mismanagement will lead the customer to share the experience of product or service of a post purchases which will damage the brand image, where people are more connected to share the posts and will make it viral.

Literature Review

Facebook allows businesses to bring in new customers and to create relationships with the customers. For customer, Facebook provides variety of products and service, reviews, and knowledge about the product or service. Therefore, this increases market competition and brings challenges to the business to continue providing innovative products to customers and to create brand loyalty within the customers (O’Reilly & Paper, 2009). Furthermore, numerous issues that can affected a brand value. (Kim, & Drumwright, 2016)

As Facebook has added a “share this!” option for the articles on other websites, people can post these articles into their Facebook timeline (Schweisberger, Billinson, & Chock, 2014). This has potential affects for businesses by the way of how the article is expressed and increase the awareness the of the product or service for customer.

Impact on contemporary marketing

Markets are controlled by the customer as they are capable of gaining knowledge of the product or service, as a result businesses could not predict the way of the customer behaviour. Therefore, marketer should follow up with every post which is being with the business’s product or service. Furthermore, the businesses should try to solve the problem of any negative post.

For instance, the incident which happened on the united airlines of the passenger being forced to leave the flight went viral on Facebook (Stevens, 2017). Following the Mr. Oscar Munoz, CEO of United Airlines retweeted apologised for the incident, however this Facebook post has negative impact on current marketing of United Airline and caused the brand value.    

Following Video of the incident from United Airlines:

References

Evans, D., McKee, J., & Bratton, S. (2010). Social media and customer engagement. In Social media marketing: The next generation of busines engagement (pp. 3e21). John Wiley & Sons.

 

Kim, E., & Drumwright, M. (2016). Engaging consumers and building relationships in social media: How social relatedness influences intrinsic vs. extrinsic consumer motivation. Computers In Human Behavior, 63, 970-979. http://dx.doi.org/10.1016/j.chb.2016.06.025

Laroche, M., Habibi, M., & Richard, M. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International Journal Of Information Management, 33(1), 76-82. http://dx.doi.org/10.1016/j.ijinfomgt.2012.07.003

Schweisberger, V., Billinson, J., & Chock, T. (2014). Facebook, the Third-Person Effect, and the Differential Impact Hypothesis. Journal Of Computer-Mediated Communication, 19(3), 403-413. http://dx.doi.org/10.1111/jcc4.12061

Stevens, D. (2017). United Airlines Passenger Is Dragged From an Overbooked Flight. Nytimes.com. Retrieved 30 May 2017, from https://www.nytimes.com/2017/04/10/business/united-flight-passenger-dragged.html?_r=0