LITERATURE REVIEW – Over the past 40 years we have experienced a drastic change in how business is conducted and how people respond to it. Introduction of internet, e-commerce and social media technology has a tremendous impact on how business operates now and how it will operate in the near future. As time passes, different businesses have learnt to use new technologies such as Pinterest, Facebook, LinkedIn, Twitter and Instagram. Social media marketing has become one of the most loved medium for the youths today, so every business owner wants to know how social media can generate value for their business. Looking into the history of social media as a marketing tool, • The dot.com bubble of 1995-2002 was a critical event that allowed the internet to become a viable marketing tool.
Social media contributes to marketing which advertising has been a big deal on internet. Marketers appear to be curious on the opportunities to post advertisements on the World Wide Web. Internet had more advantage on making easy transactions between the consumers (Wen, 1997). Digital advertising, also called “Online Advertising”, is the use of internet as the media of marketing to gain and attract more customers (Beal, 2015). The popularity of internet brought more ideas on
In today’s world, social media marketing is a subject that almost every person, consumer or seller should have some basic knowledge of. We live in a digital age that is constantly evolving and companies must adapt their strategy with it in order to survive. As a result, all forms of digital marketing are widely being explored across the different sectors with huge investments being made into the latest technology. This is all part of the great online race with some participants developing new and creative ways to strengthen their brand while others are simply trying to keep up or look trendy. With that in mind a lot of the focus has been taken away from the traditional forms of advertising (radio, television, print etc.)
Generally, big companies advance their knowledge of market, stay close to their customers, and prefer to develop existing technology gradually. Nevertheless, they experience difficulties with capitalizing on the potential efficiency, cost-savings, or new marketing opportunities created by low-margin disruptive technologies. Therefore, by doing so, companies provide an opportunity to “disruptive innovations” at the bottom of the market (Danneels 2004). It allows a whole new population of consumers at the bottom of a market access to a product or service that was historically only accessible to consumers with a lot of money or a lot of skill. Generally, products based on disruptive technologies are typically cheaper, simpler, smaller, and, frequently, more convenient to use (Yu& Hang 2008).
The purpose of every e-business is to utilize technology in a way that enhances communication and the company 's profitability. By deploying the technologies such as internet, World Wide Web, and wireless communications has offered many opportunities for innovative e-businesses to be created based on new approaches to business. Innovation in e-business is relentless, with the continuous introduction of new technologies, new business models and new communications approaches. So all organizations have to review new electronic and Internet-based communications approaches for their potential to make their business more competitive and also manage ongoing risks such as security and performance. E-business is more than having a website for the business.
With the industrialization and modernization, information technology has been growing strongly, which is a great leap forward for Vietnamese science, contributing to the success of innovation in general and economic thinking renovation process in particular. It can be said that its great impact on the economy is marketing activities in many aspects. The evolution of the Internet has changed the consumer’s habits. In addition to the traditional media such as television, newspapers, online marketing has been developing, bringing high efficiency for businesses. The Internet has become a revolution in the information society, Internet applications are increasingly explored in activities catering to the needs of people, from the study, leisure to shopping, management activities, promotion, product launch and brand awareness maintenance.
This is because workers may invest excessively energy posting on online journals and making refreshes. There is additionally an unforeseen that representatives will utilize it for purposes that are more social and not on work related. (Shullish R. , 2012), defines profitability as how much and how well individuals create from the assets that are utilized. They take note of that on the off chance that we create better merchandise from similar assets, we increment efficiency and in the event that we deliver similar products from lesser assets, we likewise increment profitability. Businesses are worried that their laborers will take additional time on sites amid the work hours, cutting down efficiency and expanding security dangers to the associations by straightforwardly sharing information externally (Wilson J. , 2009) prompting numerous businesses prohibiting the utilization of the online networking destinations amid work hours (Benzie, (2007, May 3)).
Internet technologies have been adopted for multiple applications like E-Government, E-Learning, and E-commerce. Many prior studies have found out that internet provides many advantages. For instance, Flexibility and efficiency are primary advantages which can be achieved. However, Internet has several disadvantages in name of cyber fraud, cyber bullying, and cyber terrorism etc., which remain as some serious threats to society. Recent reports have found that such incidents have been increasing in number and so are the victims and losses.
Due to the massive amount of customer feedbacks, opinions, reviews, comments and suggestions it is important to traverse, scrutinize and order the content for efficient and effective decision-making. In the last decade, sentiment analysis has emerged as one of the most popular techniques for information retrieval and web data analysis. Opinion mining can be defined as a sub-field of Computational Linguistics that emphasizes on obtaining people’s opinion from the web. Blogs, videos, social networking sites, etc platforms provide a huge amount of valuable information that can be analyzed. Given a piece of text, opinion mining systems examine: Which part is opinion revealing or
Increasing use of World Wide Web has completely changed the scenario of business. Customized products and services, customer’s preferences, have elevated the importance of online advertising sector. This paper provides an overview of the different forms of advertisement. It compares the online advertisement with other various medium of advertisement. This research paper also examines the effectiveness of online advertisement and other forms of advertisements with respect to various product