Hershey, Pennsylvania
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Use of Social Media by Companies: An Exploratory Study

Use of Social Media by Companies: An Exploratory Study

Amir Manzoor (Karachi School of Business and Leadership, Pakistan)
Copyright: © 2023 |Pages: 23
DOI: 10.4018/978-1-6684-6454-0.ch008
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Abstract

There is no doubt that social media (SM) has changed the fundamental nature of customer-company interaction and communication. The extant literature on SM use is focused on the mechanics of SM use and the possible benefits that companies can achieve. The literature has also identified number of managerial challenges associated with SM use in companies. However, the literature is fragmented when it comes to the question as to how these benefits can be realized by companies. This study attempts to provide a comprehensive coverage of the SM use by the companies. This study also reviews various managerial challenges associated with SM data use and provides recommendations to deal with these challenges.
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Review Of Social Media Literature

Role of Information Technology (IT) in Marketing

The role and impact of IT in the marketing is a focus of researchers for long time (O'Driscoll, 2008). The researchers view modern marketing as largely driven by data and information and argue that IT-enabled marketing practices are the need of the hour (Brinker & McLellan, 2014; Mauti, 2021). In this context, the term decision-driven marketing has been coined to reflect the interaction of IT and marketing practices in the companies (Harrigan & Hulbert, 2011). The researchers have used various theories to explore the relationship between marketing and IT. These theories include The Stages Theory of IT adoption (Nolan, 1979), Theory of Paradoxes of Technology (Mick & Fournier, 1998), and the Technology Acceptance Model (Davis, et al., 1989). These researchers stress the urgency of adopting marketing practices to the new technology era and recommend that IT should be an integral part of the marketing practices of companies (Brady, et al., 2008; Johnson, Bardhi, et al., 2008; Muk & Chung, 2015).

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