maintain a strong relationship with their customers. According to Jothi et al. (2011),
some of the benefits of social media promotion may include: increasing the brand
awareness of a retailers brand or product to the target market.
When a person is exposed to a social media promotion they tend to be more aware of
the brand or product and the higher the frequency of the exposure would result in
higher level of brand awareness ( Baker, Hutchinson, Moore and Nedungadi, 1986).
Second, Social media promotions assist companies by providing information
regarding the brand or product to the target consumers. This information could be
regarding the company’s current products or its new products being offered in the
marketplace. Since impulse buying is stimulus driven, a higher level of exposure to
stimuli would give a greater chance of shoppers to conduct an impulse purchase
(Dawson and Kim, 2010).
Third, social media promotion promotes a healthy level of competition amongst
competing companies or brand since the social media industry allows everyone to
access and make us of the services for different purposes. Due to its cost efficiency
factor any company will have an equal chance to promote their products based on
their creativity and strategy unlike the traditional media which is rather expensive
and in most cases only big companies are able to promote their products (Johnston,
2014). Social media promotion also helps companies to build and maintain
relationship with customers by having a two way interaction which would increase
the customer’s satisfaction and loyalty. When a company engages in social media
activities they are able to advertise their products to the target customers and in
return customers could give them their reviews and f eedbacks which would allow
them to strengthen the relationship with consumers as well as focus on improving
their products or services to maximize satisfaction and loyalty (Schroeder, 2013).
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