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Social media marketing is the use of social media platforms and websites to promote a product or service. [1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
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Facebook is the most popular social advertising platform, but an increasing number of young people use Snapchat. Pew Research Center data show that 78% of young Americans (18–24 years old) use Snapchat, and 54% in the 25–29-year-old group. [ 7 ]
Primary uses are to create brand awareness, engage customers by conversation (e.g., customers provide feedback on the firm) and providing access to customer service. [90] Social media's peer-to-peer communication shifts power from the organization to consumers, since consumer content is widely visible and not controlled by the company. [91]
It seems like every streaming service these days allows users to pay for an ad-free version, and now the leading social media company is adding the tactic to its business model.
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Paid advertising on Facebook works by helping businesses to reach potential customers by creating targeted campaigns. [ 14 ] Social media also creates profiles of the consumer and only needs to look at one place, the user's profile, to find all interests and 'likes'.
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