Annotated Source List

ARSLAN, E. (2017). The Effect of Social Media on Marketing. International Journal of Eurasia
Social Sciences / Uluslararasi Avrasya Sosyal Bilimler Dergisi, 8(28), CXI–CXXIII.

Summary: journal
The journal study report elaborates and describes the effects of a research study to find the
effect of social media on university students’ purchasing behaviors. In a digital age like
today, social media and other online platforms have become very prominent. Mostly for
leisure social pleasure, social media platforms can be an extremely important tool for
businesses. Since there is always a need to meet a customer's request and needs, social
media has become a helpful tool for businesses. It allows for easy promotion and
interaction between the customer and the company. The study was conducted to gather
data regarding university students’ buying behaviors and how social media affected them.
The results proved their hypothesis correct that it did, in fact, increase the overall
percentage of students who bought items after seeing it advertised through a social media
platform.

Application to Research:
The study performed with college students was interesting and I would like to further explore
how social media affects students. From the article, I discovered that a lot of the
questions I had were not answered in the article. I was curious to know information about
why type of questions was on the questionnaire and if they by chance were related to
purpose marketing. I want to research more and see if there are other studies that did
similar procedures but aimed at testing the results of purpose marketing.

Bryant, J. (Producer). (n.d.). ​The Best Social Media Marketing Strategy for 2017​ [Motion
picture].

Summary:
The video discusses different methods of Social Media Marketing Strategies that are important
to take into consideration when starting a social media page for a company. The video
emphasizes that companies need to choose and focus on a few specific platforms that will
be able to convey their information and brand the best; the most engaged platforms are
Facebook, Reddit, and Twitter. He then goes on to talk about adding value to a
company’s content so that it will engage viewers and in doing so, a company can build
their brand name faster. Another mistake is that companies are focusing more on
“following” others instead of content quality. In order to build a quality brand, a
company needs to research their audience and competitors and decide how and what they
want to advertise. The main points made in the video are that companies need to focus on
their content quality and make sure that their competitors and target audience are
researched.

Application to Research:
The information in the video is helpful because it highlights different techniques and problems
problems that need to take into consideration when they are planning to start Social
Media marketing. Using this information, I can research more focused topics about social
media marketing and what factors affect the success of companies.

Ćorović, B., & Janičić, R. (2018). A Challenge of Holistic Marketing in Artistic Projects.
Marketing (0354-3471), 49(2), 105–112.

Summary: article
The Marketing article discusses a theoretical approach called holistic marketing that
incorporates the different components of integrated marketing, relationship marketing,
and socially responsible marketing. As well, it includes the use of the media to perform at
it’s best ability. The article specifically elaborates on the importance of holistic marketing
in artistic projects. The hypothesized argument is that holistic marketing implementation
in artistic projects is a modern platform for the development of arts and culture. Holistic
marketing as a concept can be defined as an integrative marketing paradigm that
considers all components of a business instead of only focusing on a one or a few single
marketing activities and/or strategies. The article is broken down into the four different
parts that create Holistic marketing. They are internal, integrated, performance, and
relationship marketing. Within each category, a different aspect of a business is discussed
more clearly and in depth.

Application to Research:
The information provided in the article will help guide my research by opening up new topics for
for research in the Holistic marketing approach, there are four different parts to the idea
as a whole, and given this, I would be interested in further exploring these topics and how
they relate to purpose marketing.

Dimmock, M., & Fisher, A. (2017). Business Ethics. In Ethics for A-Level (pp. 143-155).
Cambridge, UK: Open Book.

Summary: book
The segment from the book Ethics for A-Level breaks down a business into ethical components.
Business ethics are considered the proper business policies and practices that employers
and employees are expected to abide by. Business ethics can be broken down into the
different relationships of a business and what ethics a company should follow when
interacting with them. A company’s CSR (corporate social responsibilities) can be
described as an approach to ensure that a business is effectively “contributing to
sustainable development by delivering economic, social, and environmental benefits to
all their stakeholders”. Although these are the underlying standards for any corporate
business, the benefits of ethically doing not always land in favor of the business.
According to the exert it cost more to be ethical than it does to appear ethical, in which
case most business’ will take that route since it will increase their profit at less cost.

Application to Research:
The research behind business ethics is important in understanding the mechanics behind business
relationships and the expectations that are implied when different companies or groups
are interacting. This source is useful to me in allowing me to explore different aspects of
a business and key components like business ethics and its importance when dealing with
customers, employees, and stakeholders.

Fierro, I., cardona arbelaez, D. alonso, & gavilanez, J. (2017). Digital marketing: a new tool for
international education. Pensamiento & Gestión, (43), 240–260.

Summary: book
This chapter within a business book discusses the rise of new educational tools that allow
students to access academic information from social media platforms and other sources.
The way consumers view business has changed as the world has entered a digital era with
more complex technology advances that allow for more marketing opportunities. The
term Digital Marketing can be defined as the strategies that are implemented by
companies on media platforms that are purposed to advertise to customers. With the
constant change in technological advances, there is a demand for companies to adapt
their marketing practices and take part in modern advertising methods. Along with any
smart marketing, is market research. Although media platforms allow for broader
exposure for a company, it does not guarantee that a company’s strategies will be
successful if there isn’t research done prior. There needs to be a structured framework in
place before a company can successfully go about advertising and increasing their brand
exposure and customer market. Media platforms can be used as educational tools for
students to learn and have exposure to businesses.

Application to Research:
The information in the article discusses important information for any company that needs a
foundation of the media platforms and digital market. There is a lot of helpful
information regarding the basis and foundation of a strategy before it is implemented.
There were many different subtopics that went into depth about parts of media marketing
which I can further explore through my research.

Five questions. (Marketing Strategy). (2003, August). Sales & Marketing Management, 155(8),
15.

Summary: interview
In this interview with Annette Tonti, executive director of the Massachusetts Institute of
Technology's Media Laboratory and co-founder of the online marketing firm Bluestreak,
she is asked five questions regarding her marketing knowledge. As one of the struggles
with marketing is to ensure “that we are properly targeted at decision-makers and that we
are bringing the best possible information to them in a timely fashion”. Some advice that
she gives to other businesses is to get to know the customer and the competition so that
they can better prepare themselves. Tonti was also asked about the relationship between
sales teams and marketing teams in order for success. The answer was that it is essential
 that directors get out in the field and further understand why they are picking a particular
company.

Application to Research:
The interview answers questions about specific components of marketing success which will
help me when I analyze data. Tonti gives honest advice from her field of expertise and it
will be beneficial for my research regarding marketing strategies and being able to
understand the struggles and pro tips from a marketing founder like Tonti.

Fuse. (6AD 2018). Teens' Views on Social Activism and Cause Marketing and Why It Matters
for Brands: A Study from Fuse. Business Wire (English).

Summary: journal
In the journal article, a study was conducted to support prior findings regarding marketing with
a purpose. A recent trend that has been prominent in the business/marketing field is
marketing with a purpose. In the study, 2000 teens were asked regarding their motives for
buying from any company or brand. The results were surprising and the topics were:
Education, Jobs and Unemployment Prejudice, and Terrorism. Most teens who
participated in the survey said that in the recent years they have either donated money to
raise awareness or they have participated in some type of social activism. Teens believe
that companies have a responsibility to take action in social causes; and they have just as
much responsibility as a single teen does. The data shows that, “After learning a
company supports a social cause: 69% of teens say they trust the company more 62%
said they are more likely to purchase the company’s products 66% said they pay more
attention to the company’s marketing/advertising”.

Application to Research:
The information regarding purpose marketing is an important factor to take into consideration
when conducting my own research. The concept of marketing or advertisement with a
purpose mirrors the topic of research that I am interested in. The journal article provides
concrete data from a conducted survey that will benefit my research and can support my
hypothesis.

Gallo, A. (n.d.). A Refresher On A/B Testing. ​Harvard Business Review​.

Summary: magazine
In this magazine from the Harvard Business Review, it discusses the data regarding a popular
online testing method used by companies to analyze a webpage’s success and areas that
need improvement. A/B testing is a simple test that compares two versions of something
to see which version performs better in a specific area. How it works is to first select
what you want to test and how you are going to evaluate the performance. Webpage users
are randomly selected to be shown either version A or B and data is recorded to show
which page layout caused more visitors to act upon the specific variable that is being
tested. This allows for the experiment to be controlled one version would be the original
and any other version would be a test version. In most cases, the variable being tested is
 an increase in the number of people who click a link to another information page or to
click to subscribe. A/B testing is just a simplified type of test that can be expanded to
A/B/C/D or made more complex, testing many variables at the same time. In order to
analyze the collected data, company software will divide the proficiency rate between the
controlled and test data using conversion rates. Conversion puts into percentages the
increase in actions taken by web page visitors and are represented by increased or
decreased percentages compared to the original formatted webpage.

Hainla, L. (2018, July 25). Social Media Marketing Statistics.

Summary: article
The article discusses some of the most important statistics that came from marketing experiments during
2018. There are man visuals that give data showing the most used, streaming social media
platforms of 2018. Facebook is leading the way with almost 2,200 million users daily. Instagram
and Youtube are next as being some of the most used and popular platforms to stream and
connect with the world. Some of the statistics are related to purpose marketing such as the age
range that most users who follow brands are between 18-34. The generation that this covers is the
millennials who are known to be the generation into brands with a purpose. 500 million users on
Facebook are businesses who have a goal of making a connection with their audience and
building their brand name. From the statistics, it is also seen that most users are on these
platforms follow majority brands who had publically stated that their brand serves a purpose
greater than just selling their product. The rest of the statistics are all based on marketing
techniques which would be very useful to companies and social media platforms.

Application to Research:
The information and statistics in the article will help my research paper and overall research because it
provides good evidence to support my hypothesis. I can use this information to back up each of
my controls and to further strengthen my research paper as a whole.

Kingsnorth, S. (2016). Digital Marketing Strategy : An Integrated Approach to Online Marketing

(Vol. 1st edition). London: Kogan Page.(Page 149-157)

Summary: article
The journal article discusses the long history behind social media marketing and what industries
sparked the beginning of the popular marketing tool. Beginning in the early 1900s,
advertising tools like banners and web crawler were the basic methods that businesses
could utilize in order to market their brand. It was almost impossible to imagine that the
tools that are in play today would ever be so such important methods of information
communicating. MySpace is considered the first beginning of social media that lead to
the revolutionary change of marketing tools. Since the introduction of Google, it has been
a key platform that streams information in many forms.

Application to Research:
The history behind social media marketing is Google and how, from the beginning, it has been a
prominent platform that many companies utilize. Although the article does not give much
information regarding the benefits of social media marketing, it does provide me with
 ideas that I can further explore. From this source, I will use this to lead my research to
learn more about what Google did effectively in order to create such a powerful network.

Kingsnorth, S. (2016). Digital Marketing Strategy : An Integrated Approach to Online Marketing

(Vol. 1st edition). London: Kogan Page.(Page 7)

Summary: article
In the journal article, the topics of social media and developing a marketing strategy are
discussed. As well, the methods behind social strategies being connected to a broader
digital strategy are highlighted. According to research by Wearesocial (January 2015),
about three billion social media users are active every day. From that information, it
shows the amount of exposure that social media platforms can carry. Since social media
is a mobile form, it also allows for more information that can be conveyed over mobile
internet tools. The article also discusses social networking and the importance it plays
when companies are beginning to expand on social media platforms.

Application to Research:
The article provides lots of research that is relevant to my hypothesis and research topic. As
discussed in the article, the strategy behind marketing on social media platforms is
crucial for companies and businesses to understand if they are planning on expanding to
internet tools. The different topics all relating to social media marketing can be helpful
for my research so that I can further research different components and strategies that are
important to marketing and advertising through social media.

Lincoln, J. E. (2018, April 8). Social Media Statistics for 2019. Retrieved January 11, 2019, from
Ignite Visibility website: ​https://ignitevisibility.com/social-media-statistics/

Summary: article
The article provides research experimental data results about marketing on social media platforms. Some
of the most important statistics are related to social media marketing and the interaction between
company and customer. 48 percent of Americans have interacted with companies or institutions
on at least one social media network. Notice the statistic says interact which means that followers
are doing more than just following brands; they’re engaging with them through comments,
questions, and customer service. Again, Facebook is considered the most used social media
platform as it has about 75% of all social media platform users logged in daily. While Facebook
allows for easy user-friendly control, it is stated that 4 in every 5 prefer to use Facebook to watch
videos or stay connected over any other internet media platform. Recent foundings has also
suggested that Instagram is the number one platform for influencer marketing strategies. In other
words, more companies and small businesses have decided to use Instagram to marketing and
influence their customers. The rest of the article discusses statistics regarding smaller platforms
such as snapchat, twitter, and youtube.

Application to Research:
The information and statistics in the article are helpful because they will support my hypothesis. All the
 statistics will be able to fill in the missing gaps related to any missing information about
marketing influencers and purpose marketing.

Mackenroth, S. (n.d.). [Personal interview].

Summary: interview
The​ ​interview with Scott Mackenroth who is from Quick Media Solutions. The company
specialized in Facebook marketing and the main topic centers around the main problems
that arise for companies who choose social media as a platform to advertise. One of the
problems is that people believe that promoting is the biggest priority. However, the best
method is to build connection and relationships with the audience. By doing so, a
company builds their trust with customers and the value of their product increases.
Another issue is that people do not have enough reach with their content that they are
advertising. Mackenroth suggests that businesses should research their competitors to
mirror their successful marketing methods. There needs to be a goal in mind when
advertising on Facebook because it is a large platform. Once a company knows their
goal, they need to make clear that same goal on their website. One of the best ways to use
social media is to have links to a business’ website that will provide them with more
information. Knowing their audience and the demographics will help a company set their
advertising tool (through Facebook business advertise tool) so that they can advertise and
attract a specific type of people.

Application to Research:
The common problems around marketing and advertisements on social media that are discussed
in the interview are helpful for my research to give background and context for
companies who are looking at using social media for advertisements. Many businesses
believe that social media is a great place to start advertising (and it is), but there are many
components to be aware of when starting and if a company isn't prepared for the
challenges, then their attempts will be unsuccessful. This interview shows that there can
be more research on the topic of successful social media versus unsuccessful.

McCluskey, C. (2012, March). Where does the good will go? Long-term effects of social media
marketing. ​EContent​, ​35​(2), 8+.

Summary: article
The marketing article entry discusses the benefits for the increasingly popular social media
marketing. Throughout the years' word-of-mouth marketing has always dominated
business. However, recently found new research indicates that customers who turned into
“brand advocates” became more involved in a company and the marketing process which
leads to an increase in business revenue. BzzAgent agency started social media marketing
studies which have shown the tendency for customers to feel more inclined to purchase a
product if they feel involved in the process itself. What BzzAgent does is match a brand
advocate with products that might interest them in which then he/she will honestly rate
the usefulness of the product through social media advertising. A benefit for companies
to take this route of using more social media marketing would allow for a
 consumer-business relationship. It would create a bridge between the customer and a
business, allowing for both sides to interact and connect. The internet platform allows
companies to observe online buzz more directly and extract information from it much
more efficiently.

Application to Research:
The research behind different methods of marketing such as Social Media Marketing is key to
learning and understanding customer behavior. This article will be helpful in contributing
to and supporting research made on business and marketing behaviors.

Meyers, D. (n.d.). ​Tools and Methods of Social Media​ [Illustration; JPEG].

Summary: Infographic
The infographic titled “ Tools and Methods of Social Media” presents different ways that online
social media platforms can be used for sending and receiving information. One method is
the Semantic Web which is where data stored in web pages is structured and tagged in
such a way that it can be read directly by computers. Also, Social bookmarking and
Tagging allows many people to have access to certain information. Application Program
Interface is another platform that is computer programing software that is purposed to
s​pecifies how software components should interact with each other. It can be used by
companies to determine how their online marketing strategies can reach multiple
platforms through only being advertised on one platform. These different online tools are
all useful to companies who can utilize them and expand their methods of communicating
at a faster rate.

Application to Research:
The information provided in the graphic is more online tools and methods that can be used by
companies to expand their exposure to the information they send to their audience.
Although I was not familiar with all of the different types of online tools, there is a lot
that I can do more research on. The information is not focused on one specific type of
tool but multiple, which is beneficial to me so that I can use this information to direct the
next step in my research.

Miller, D., Costa, E., Haynes, N., McDonald, T., Nicolescu, R., Sinanan, J., . . . Wang, X.
(2016). Our survey results. In How the World Changed Social Media (pp. 42-69).
London: UCL Press.

Summary: book
In this book chapter of How the World Changed Social Media, survey results were discussed
regarding different themes of social media. The survey was intended to illustrate the
method that people used to answer the questions rather than focus on the statistical
importance of the results. There were about 1,200 responses from 9 different locations
across the world. A few of the survey questions considered activities on social media,
social relationships, and privacy. More than 50% of all nine countries reported that social
media is responsible for the majority of the relationships that they have in their life. The
 data demonstrates that social media plays a big role in everyday routines and lives of
millions of people across the world. Social media opportunity for connecting with
different people and transmitting information.

Application to Research:
The survey discussed in the book is very relevant and important for gaining a better
understanding of the important role that social media has in modern day society. There is
much connection made between people which is beneficial for businesses and companies
that want to branch out from traditional ways of marketing and communication. The
chapter will be beneficial to my research because it provides a lot of data that is collected
from a larger pool of people that spread across the world.

Mountsos, K. (n.d.). 3 Purpose-Marketing Lessons From Innovative Brands. Retrieved from

Content Marketing Institute website:

Summary: article
The web article discusses the fundamentals behind purpose-driven marketing from the
perspective of successful companies. Although people believe that purpose-driven
marketing and cause-related marketing is the same, they are entirely two different
concepts. While cause-related marketing describes a company’s support for a cause,
purpose-driven marketing is centered around a company’s greater purpose. There are
three steps that are recommended in order to achieve purpose-driven marketing
techniques. The first is to motivate customers to want to participate in the same passion
and mission that a company stands on. With that established, the next step is to market
your (a company) values. This can be done through advertisement marketing or through
the service that your company provides. The last step is to promote the progress that a
company (and their customers) have achieved through the partnership of working for a
greater purpose than just buying a product or service.

Application to Research:
Purpose-driven marketing is a very interesting topic and there are so many different opinions
and viewpoints. The information in the article is helpful so that I can further explore the
effects of purpose marketing and the different approaches that can be taken in order to
establish a company’s purpose-driven brand.

Narver, J., & Slater, S. (1990). The Effect of a Market Orientation on Business Profitability.
Journal of Marketing, 54(4), 20-35. doi:10.2307/1251757

Summary: journal
The journal of marketing discuss the effects that Marketing performance has on increased
business profitability. ​According to Slater, “Market orientation can be defined as the
organizational information generation related to current and future consumer needs and
preference in order to maintain business-customer sustainability”.​ It​ focuses on
identifying and meeting the set needs or wants of customers in order to increase business
rates. The journal conducts small-scale experiments that hone in on the outcome of varied
 market orientations and their effect on businesses. Their research outcome shows that
customers want to feel superior through the value of their consumer choice. In other
words, the consumer wants to know that a specific company will provide benefits that
have a higher value than other companies. Therefore it is crucial for a business to market
the value of a product higher to attract more customers but also to increase the
businesses’ profit.

Application to Research:
As the journal entry emphasizes the importance of marketing strategies and their direct effect on
a business, the source contributes to my research about consumer involvement and
business effectiveness. Gaining a deeper understanding of consumer business relationship
and how they affect each other in the field. As well it will contribute to my overall
research about marketing and business.

Niche Marketing. (2008). In ​Everyday Finance:​ ​Economics, Personal Money Management, and
Entrepreneurship​ (Vol. 2, pp. 600-602). Detroit, MI: Gale.

Summary: journal entry

The journal entry focuses on a specific type of marketing technique: Niche Marketing. It is a
type of marketing strategy that focuses on a smaller population as a target audience. The
intention behind this methods is for a company to look at common trends or decide on
who they are trying to attract. Once determined, a company will target that specific
‘niche’ with a marketing plan that is customized to attract that specific group. Making a
specialized tactic plan will benefit a company because it establishes a positive image with
that particular target audience. This type of marketing strategy is used mostly by small
businesses that can establish their brand in a certain town or city. Technologies such as
the Internet made it possible for companies to satisfy the desires of small subgroups of
people scattered across a nation or the globe in much the same way that a clothing store
could satisfy a small subgroup of a local population. In today’s crowded business
environment, appealing to a wide range of the population means competing with many
existing businesses. Therefore, it is smarter for businesses to specialized they’re target
audience and focus on building their brand name amongst a smaller group.

Application to Research:
The information about the specific marketing tactic, Niche Marketing, is helpful for research
because it is a different method and perspective on approaching a target market. Using
this information about Niche Marketing, I can research other information on different
marketing tactics.

Our Reason for BEing. (n.d.). Retrieved from Patagonia website:

https://www.patagonia.com/company-info.html

Summary: article
The article is about Patagonia's mission statement which is a crafted marketing pitch. They are
 an environment valued company who sees the climate threats increase and want to make
an impact towards that cause. Their purpose is to create clothing that will friendly to the
earth, reducing the carbon footprint that most clothing companies have on the earth. In
doing so, they have become a company who has grown with the support of their
customers who also want to be part of the change and who support Patagonia's values.
Patagonia strives to fix environmental problems and through that, they make clothing that
is durable, recyclable, and popular. Rather than start selling their product, they started
with a purpose. Their company has not become popular become of what they sell, but of
what they believe in.

Application to Research:
Although a clothing website might not seem like the best source, it is. There is nowhere better to
learn about marketing than from the methods that companies do directly. Patagonia is a
company whose purpose-driven marketing techniques helped them become the large,
popular company that they are. Their mission statement of their “Reason for Being”
serves to tell their customers exactly why they started their company, and it wasn’t to
make money. I hope I can use this to find more insights into companies who have
perfected purpose-driven marketing techniques.

Poynter, R. (2015). The Utilization of Mobile Technology and Approaches in Commercial

Market Research. In Toninelli D., Pinter R., & De Pedraza P. (Eds.), Mobile Research
Methods: Opportunities and challenges of mobile research methodologies(pp. 11-20).
London: Ubiquity Press.

Summary: book
The book provides an overview of how devices, technology, and new approaches are currently
being utilized by commercial market researchers. The specific chapter defines the
meaning of “visible” as being projects that use mobile devices as a crucial part of the
project. As well it also describes “less visible” as the method of surveys that are designed
for PCs but taken on a mobile device. There have been potential problems created by the
use of “visible” and “less visible” approaches when respondents take part in online
surveys. In commercial research, the visible projects obtain most of the attention in the
media whereas the less visible is much larger in the terms of the amount of data collected
and the money spent.

Application to Research:
Mobile technologies are being used all throughout commercial marketing research through
different online surveys, telephone surveys, and through passive data. All three types of
data collection help create an overall idea of a problem or issue that will then allow
companies to improve their marketing methods or emphasize plans that seem to have
positive outcome and engagement rates. This chapter will benefit my research by
defining key terms for mobile technology marketing strategies and providing concrete
data that will contribute to proving my hypothesis true.
Qursehl, S. (2014, December 22). The 4 Types of Viral Content: A Study Based on 300 Social
Media Accounts [Blog post].

Summary: blog
In this blog on the Huffington Post, a research team at Computer conducted a study to analyze
the different types of viral content that are viewed across ten different social media
platforms. In the study, the team studied 300 social media accounts across the different
platforms in order to identify the type of content is shared the most. The social media
accounts were business and group ran, not personal accounts. The results revealed four
genres that most of the viral information fell into Humorous, Emotional,
Polarizing/Newsjacking, and bragging/Promotional. The humorous content was the most
popular type of information to be posted and re-shared by social media users. The second
being Emotional content which conveyed either a strong or negative emotional reaction
in the viewer motivating them to hit the re-share button. The third being Polarizing/
Newsjacking which involves taking a stance on either a socioeconomic, political, or
current event. Newsjacking refers to taking a problem or debate topic and applying your
opinion based on your knowledge of the topic. Most people share content in this category
since they usually have some type of connection to the debate, if not an opinion. The last
type is Bragging/Promoting content, which might be the most common shared type of
content that people think of, however, this content is usually shared the least compared to
the other three genres. Collected data from the research shows that there was little
engagement in this genre probably because although the information might be interesting
to know, there is little response from the user. Therefore, out of the four types of genres,
the most engaging type of content that is re-shared and eye-catching is humorous content.

Application to Research:
The information in the source was very helpful in breaking down the type of information into
different categories that are most commonly re-shared on the 10 different platforms.
Since my research is based on social media and what specifically attracts 18-25 to
re-share or act by clicking a button, the information contains conducted research results
for me. Instead of thinking broader in the scope of Social media and what is about it
attracts this age group, this article breaks down the popular content on the social media
platforms that showed the most engagement among users and gives an explanation for
why it was re-shared or not. The intent of the article was to analyze the popularity of
information that is traveling across many different social media platforms so that the data
could help companies steer their information towards a specific genre

Saxby, Art. Marketing Profs: Purpose-Driven Marketing: The Missing Ingredient When
Growing a Brand. August 23th. 2017. Accessed on 1.9.19

Summary: article
The article describes the important factors to take into consideration for effectively using
purpose-driven marketing methods. The first method is to understand and know your
business’ niche. Who are the competitors and why are they your competitors. The second
component is knowing exactly what your business’ purpose is. What is the core reason
 why your company exists and what is it that you wish to achieve through success in your
company? The last component divides into a few more parts. How a company would
articulate their purpose. It is important that the company and employees are aware of the
purpose and are doing their job in such a way that it reflects the core values that define
the company. In order to correctly articulate the purpose, a company must know their end
destination, their future. There needs to be a strategy in place so that the company can
achieve the goals that are set and ultimately positively reflect the purpose that the
company has founded themselves on. The last step of the process is implementation. In
order for a business to rebrand, they might need to change other aspects as well. This is
considered the hardest part, however, if done right, then it can drastically change the way
a business thrives.

Application to Research:
The information in the article is helpful because it lays out the different steps that a company
would need to take in order to achieve a strong purpose-driven business. I think this
information will be helpful to my synthesis paper and it answers some questions that
were still missing from my research.

Shacklett, M. (2018). With Interactive Marketing, Digital Outreach Becomes Bidirectional:

Companies can better respond to customer clicks and contacts to deliver more appealing
offers in real time. CRM Magazine, 22(5), 38–41.

Summary: article
The article further explains the topic of interactive marketing and how it is an easy strategy that
attracts more business. The idea behind interactive marketing is simple, mindless almost.
The approach can be described as trigger-based or even-based marketing. It is all in the
mind, ensuring that the customer is engaged with you or the brand and that the customer
believes that you or the brand has heard their needs. As well it is about the customer
reaching his or her goal. There is another commonly mistaken type of marketing called
personalized marketing, which is one-sided rather than engaging on both ends.
Personalized marketing is a company doing its research and creating a customer profile
where then they interact with a customer based on that profile; this is entirely one-sided
marketing. However, interactive marketing goes beyond the boundaries to ensure that
both sides of the purchase or interactive feel satisfied and heard. The important part
comes in when interactive marketing is implemented on media platforms. With growing
technical generations, it is crucial for companies to be interactive on media platforms as
much as possible. Not only does it create that engaged relationship, but it also allows for
the companies to stay up-to-date with other competitors.

Application to Research:
The information was very interesting in the article. The discussion of interactive marketing goes
hand-in-hand with purpose marketing and how companies need to have a similar desire
as their customers. As well as purpose marketing for search keywords, interactive
marketing, and similar ideas are also good research topics to further explore.
Smiciklas, M. (n.d.). ​Social Media is Changing Business​ [Photograph; JPEG].

Summary: Infographic
The infographic titled “Social Media is Changing Business”, compares different aspects of
marketing before and after the existence of social media platforms. The graphic is split
into four sections, each comparing a different component of marketing. The top portion
describes that, before social media, marketing would be mostly “selling” a product to a
customer. Whereas now with social media, the conception of “selling” has been
translated to “connecting” with customers. The second section shows that the attempts to
communicate information widely through large campaigns was less effective than
performing smaller acts that would bring in more customers. The third section highlights
the difference between total control and transparency. Without social media, it was easy
for companies to control the media and persuade the viewpoints of their competitors and
consumers. However, the benefit of social media allows for more transparency between a
company and its audience. The last section is the most important as it emphasizes the
difficulty of companies to send out information. The graphic shows how email and
website articles made it “hard to reach” customers. Whereas with social media platforms
like Facebook and Twitter, information can be “available everywhere”.

Application to Research:
The information provided in the graphics is helpful because it gives a visual for social media has
changed how information is communicated to companies’ audience. It is well organized
and presents the information that easily explains the changes in marketing techniques.

Social Media Marketing: Working the Platform. (2018). Publishers Weekly, (11), S20.

Summary: journal
In the scholar​ ​journal entry, the co-founder of Baby Cube, an in-store based company, discusses
the advantages with the raising role of Social Media as a marketing tool. Considering the
new social media platforms that are becoming increasingly more active and popular,
more companies are starting to build their brand and market on these platforms. For most
companies, taking advantage of social media marketing is a no brainer. Social networks
are developing rapidly in this day and age and companies are making the practical
decision to use social media to launch new marketing campaigns. A new market has
come into play when social media platforms are thrown into the mix of marketing
strategies. However, with all things, there are some disadvantages to this approach.
Knowing the audience and competitors is crucial if a company wants to utilize social
media so doing research before taking the first step is important. Aside from the lack of
knowledge about other competitors, social media, when used correctly, can be a major
tool for companies who are looking to expand their target audience and spread more
information. Liu, the co-founder, says that “the biggest advantage of using social media
is the integration of marketing and sales that effectively shortens the whole process.”

Application to Research:
The information provided about Digital Marketing is helpful and beneficial to my research
 because it gives me knowledge about how digital marketing on social media platforms is
an important tool for businesses. The journal discusses advantages and disadvantages to
social media marketing and how the advantages in most cases can outweigh the
disadvantages.

Social Media Strategy & Measurement Plan​ (K. Turner, Comp.). (n.d.).

Summary: report
Howard Community College’s Social Media report plans out fiscal year goals, as well as tactics
and approaches that will help the college reach set goals. Viewing the report with a
different perspective, the college’s aim is to promote and increase exposure for the
college and all that is has to offer. The tone that is conveyed through content is upbeat,
lighthearted, and positive so that it will attract prospective students and families. The
majority of the content that is presented on their social media is aimed at showcasing and
highlight students and their success stories. Howard Community College is unique
because it is a government educational environment, making their main goal to gain more
exposure and possible students through their social media platforms. The report shows
that their broader goal is to convey HCC as a fun, friendly, and safe environment while
still being informative.

Application to Research:
Analyzing the report from a different perspective and looking at it from the perspective of the
college itself is beneficial for finding the underlying motives and goals that the college is
trying to achieve. While reviewing the report, I asked myself: ​how do these tactics and
strategies help benefit the college and what goal does it achieve for them?​ And ​What is
the overall purpose in advertising on social media and how are they changing their fiscal
year approaches to convey their purpose?​ These questions not only help in viewing the
report but can also be helpful in further research when I am examining other companies
and their plans.

Thompson, R. (2011). Radicalization and the Use of Social Media. Journal of Strategic Security,
4(4), 167-190.

Summary: journal
The journal entry examines the benefits of social media tools as it has become a more prominent
avenue in recent years. It has recently become increasingly popular to utilize online tools,
such as social media, to propagandize individuals for political and social changes. As the
internet as becoming more prominent in the world and access to electronic devices has
increased, more people are taking advantage of the new benefits that social media offers
in way of communication and advertisements. Social media has the power to connect
opposite ends of the world together and make communicating easier and faster. Although
in recent years many experts say that social media is only for fun and games, they are
missing the bigger picture. Social media is a business gem.
Application to Research:
The article discusses how social media is becoming a more valuable source for communicating
and advertising. This article will be helpful in contributing to and supporting research
made on the increased use of internet tools and their crucial role in exporting information
long distances. The information provides research that will show how social media and
other forms of internet tools are a new form of advertising sources that will be beneficial
for businesses and people.

Wang, X. (2016). Social media and social relationships. In Social Media in Industrial China (pp.
97-126). London: UCL Press.

Summary: article
In this article, social media is discussed as a useful marketing tool for companies who are
interested in fostering relationships with their customers. One specific method described
is to create brand fan pages on social media platforms. Companies can create brand posts
that promote their company through informational and comedic content. Customers will
then become fans of these brand fan pages, and subsequently, indicate that they like the
brand post or comment on it. This liking and commenting on brand posts reflects brand
post popularity. The article analyzed 355 brand posts from 11 international brands spread
across six product categories. Results show that positioning the brand post on top of the
brand fan page enhances brand post popularity. But the findings also indicate that
different drivers influence the number of likes and the number of comments.

Application to Research:
The article discusses many different ways that companies can go about posting and sharing
information in order to gain customer engagement and hopefully attract new buyers. The
information discussed in the article provides explanations that allow me to understand the
process of how companies should advertise themselves on social media platforms.

William, Craig. Forbes: Purpose Becomes the Heart of Marketing. February 13th, 2018.

Summary: article
This business article discusses brand purpose marketing and the key components of successfully
achieving a solid purpose. In 2015, a research study by the Harvard Business Review
Analytic Services globally survey 474 executives of various sectors on what makes
purpose effective for their companies. The results came back that 89% of executives
believe that collective purpose motivates employee satisfaction and boots customer
loyalty. The article gives a few points on what a “purpose” can do for any company. It
innovates and transforms increasing customer attraction. 79% customers prefer
socially-driven brands. Besides what a product can do for a customer, most people are
interested in the greater purpose, what can the product do for the environment or how is it
making a positive impact? Creating a purpose allows for a company to work towards
impacting the world. It is considered the most underutilized aspect of marketing.

Application to my Research:
The ideas about how to form a purpose for any company is very useful for my research.
Likewise, the article provides data from research studies that prove the impact of purpose
marketing which will be helpful when it comes time to write a synthesis paper, it will be
a good source.