Deconstruction of Literature Matrix

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Deconstruction of Literature Matrix
Grand Canyon University
Contemporary Issues in Marketing

Deconstruction of Literature Matrix
This comparison matrix comprises three articles which focus on data analysis in social media marketing.

In “An Examination of the Factors Influencing Consumers ' Attitudes Toward Social Media Marketing.?” Akar and Topcu point out that social media has become a phenomenon in marketing. (Akar and Topcu, 2011) Marketers are beginning to understand the use of social media as a component in their marketing and strategies and campaigns to reach out to customers. Promotions marketing intelligence, sentiment research, public relations, marketing communications, and product and customer
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These investments can then be used to measure key marketing outcomes such as changes in awareness levels or word-of-mouth increases over time.

Kumar and Michandani want marketers to identify social media users who are both influential and particularly interested in the company’s product or service category. Incentivize those influencers to talk about the company’s product or service. Use metrics to calculate the value of an individual’s influence. The authors developed a seven-step approach to ensure a successful social media campaign. The authors suggest that “by developing and implementing this seven-step method to first identify the net influence wielded by a user in a social network and then to predict that user’s ability to generate the viral spread of information, businesses can identify the “right” individuals to engage in social media conversations to promote WOM. Further, they found that by linking the generated WOM to actual sales, social media can be used to induce positive WOM, spread brand knowledge, generate sales and increase return on investment.” (Kumar and Michandandi, 2012)


Social media marketing refers to the process of gaining website traffic or attention through social media sites.
Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their
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