Final Research Paper

Amrit Athwal 300206190

CMNS 125- SD1 #91678

Communicating Professionally to Academic and Workplace Audiences
Prof. Kathryn Garcia
November 29, 2020
Fall 2022
 Benefits of Social Media

Introduction:
The Internet has developed from a broadcasting medium to a participatory platform that

allows users to become the "media" themselves for collaborating and sharing information

in this age of social media.

Every day, over 3 million photographs are uploaded to Flickr, 5 million tweets are sent,

and a million new blog posts are published on Twitter and other blog sites. These figures

clearly show the pervasiveness of social media in our lives (Li & Wang, 2011; Thevenot,

2007).

Social media has had a significant influence on the development of digital marketing, a

new marketing discipline (Chiang, 2019). The rise of social media has elevated the

consumer's position, allowing them to tell their own stories about brands by generating

and sharing content on social media platforms.

This research paper will address the benefits of social media, with an emphasis on its use

in marketing and tourism.

I. Marketing

• Social media subgroups and fan pages linked to certain businesses are distinct

from one another since they are based on a unique set of social relationships

amongst brand enthusiasts. People behave differently toward organisations based

on their contacts with marketing, executives, and other customers. A brand's

reputation, familiarity, and future purchase intent may be enhanced by taking part

in brand events, honouring the company's heritage, or publicly displaying one's

brand preference (J. H. McAlexander et al, 2002).

 • Other than brand benefits, academics and marketers have increasingly investigated

the benefits of social media. Users that engage in social media marketing activities

such as assisting other users, seeking responses, or creating connections boost

brand trust and customer happiness (Woisetschläger et al, 2008). Furthermore,

users connecting with other users generate favourable attitudes and assessments in

online communities, which strengthens the community's commitment to its

members (Jang et al, 2008).

II. Tourism

• With the rise and popularity of social media among customers, it is no longer

sufficient for tourist and hospitality firms to rely primarily on conventional media

for promotion (Leung et al., 2013b). Social media affect travelers at all stages of

the consumer purchase process before, during, and after vacations, but to varying

degrees and with varying goals. Several recent academic studies have highlighted

the influence of user-generated content (UGC) on traveler decision making and

purchasing processes (Buhalis and Law 2008), particularly in terms of information

searches, vacation planning, and purchase decisions.

• Defined as a social and management process through which people and groups

gain what they want and desire from clients (Kotler et al, 2006), social media

plays an essential role not only for consumers in their search for travel

information, but also as a tourist marketing tool.

Conclusion:

This research tries to show us the benefits of social media in the marketing and tourism

industries. It informs us about the brand as well as the social benefits provided by social
media marketing, as well as how social media may assist both tourists and tourism

businesses.
 References

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