Social Media Essay

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Giedrius Ivanauskas © Social Media Citizens– h t t p :/ / ww w . sm ci t i z e ns .co m / THE EVALUATION OF SOCIAL MEDIA EFFECTS ON MARKETING COMMUNICATIONS: THE UK CONSUMERS’ PERSPECTIVE GIEDRIUS IVANAUSKAS MA INTERNATIONAL BUSINESS AND MARKETING 2009 Giedrius Ivanauskas © Social Media Citizens– h t t p :/ / ww w . sm ci t i z e ns .co m / Abstract Purpose–The evaluation of Social Media as affective marketing communications tool and channel. The identification of consumer‟s profile of Social Media in the UK. Design/methodology/approach–The quantitative research was conducted by arranging consumer survey among social media users. The deductive logic was used to verify the hypothesis. Findings– The general UK consumer profiles were identified. The hypotheses were proven that social media can be a valuable tool and channel for marketing communications. Research limitations/implications– The research was designed to test only the users of social media properties. Even though, it gathered the needed data to help marketers in their search for suitable tools when marketing in social media environment. Originality/value– The conducted study added the knowledge to the indicated information gap in academic literature regarding the social media usage for marketing campaigns from the consumer perspective. It defined the main social media tools and tested the consumer perceptions about the possible practices. Keywords– Social media, Web 2.0, Social Media Marketing, Marketing Communications, Consumer behavior. Giedrius Ivanauskas © Social Media Citizens– h t t p :/ / ww w . sm ci t i z e ns .co m / Content Acknowledgments.......................................................................... Error! Bookmark not defined. Declaration of Authorship.............................................................. Error! Bookmark not

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