- Title
- The impact of social media on traditional marketing
- Creator
- Chan, Ping Kwong Sherman
- Relation
- University of Newcastle Research Higher Degree Thesis
- Resource Type
- thesis
- Date
- 2019
- Description
- Professional Doctorate - Doctor of Business Administration (DBA)
- Description
- The purpose of this research is to examine traditional marketing strategies and the media’s content together with social media’s content and methods. We will look at the advantages and disadvantages in currently used principles and find the relationship between traditional marketing and the new era of social media and digital marketing. The researcher has chosen these areas due to complaints from businesses who voice their dismay in needing to know more about social media and digital marketing. They know that in a world where the internet, online services, apps and so forth are ever increasing their availability; they need to maximize their digital marketing skills in order to better compete and to serve their customer in the marketplace. Current confusion on how to use social media and some common ineffective ways of using social media could be seen. Therefore, the researcher set out to explain what should be shared across social media and to compare social media platforms by using some known forms of advertisement methods, allowing the businesses to gain better insight. To increase their know-how and enhance their targeted outcomes. By comparing todays emerging social media marketing with age old forms of advertising methods, the researcher is able to look at social media marketing and e-Commerce trends more effectively; and furthermore from a new light. Keeping an eye on current trends, and yet how we can best incorporate these with traditional marketing methods differentiates this research from previous studies. The information which mainly covers traditional marketing and social media marketing come from textbooks and internet online sources as to give updated information, ideas, opinions and arguments to the researcher. The expected result of this thesis intends to bring businesses, companies (regardless of the size of companies) or individuals easily understood insight on how to use the social media sites described and explained in this thesis, as well as other developments of social media marketing that will be used in the coming future. In this thesis, the researcher is trying, not only to explain about the current sites being used by individuals and companies, but also to allow the businesses amongst various industries to start looking at social media with a different focus and a new lens. This will aid businesses to use a modified form of traditional marketing and advertisement instead of wrongly interpreting social media marketing as a wholly new and alien form of marketing and advertisement style. This relationship is proven by comparing two forms of social media marketing and traditional marketing or advertising done by the qualitative and quantitative researches being examined.
- Subject
- social media marketing; traditional marketing; media and advertising; mobile marketing; e-Commerce trend; social media principals
- Identifier
- http://hdl.handle.net/1959.13/1399786
- Identifier
- uon:34674
- Rights
- Copyright 2019 Ping Kwong Sherman Chan
- Language
- eng
- Full Text
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | ATTACHMENT01 | Thesis | 499 KB | Adobe Acrobat PDF | View Details Download | ||
| View Details Download | ATTACHMENT02 | Abstract | 127 KB | Adobe Acrobat PDF | View Details Download |