., S. (2017). Social Media: The Future of Marketing. International Journal of Contemporary Research and Review. doi: 10.15520/ijcrr/2017/8/07/268

The first article I am reviewing is, “The future of social media in marketing by Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen.” This article was focused on how social media is a very direct way for business’ to connect to their prime consumer. They illustrated how social media is expected to grow tremendously in the coming years which is an incredible opportunity for marketing. There are people who spend the majority of their day with access to a multitude of social media apps that can be utilized to promote a product hundreds a times a day if used most efficiently. In my earlier post, Jeffree Star and Shane Dawson used their following to promote their product directly to the ideal consumer. Overall, the future of social media in marketing resides in powerful influencers and the ability to learn to communicate as a brand with your customers on social media. 

Can Social Media Influencers Shape Corporate Brand Reputation? Online Followers’ Trust, Value Creation, and Purchase Intentions. (2018). Review of Contemporary Philosophy, 18(0), 157. doi: 10.22381/rcp18201910

The second article is called, “Can Social Media Influencers Shape Corporate Brand Reputation? Online Followers’ Trust, Value Creation, and Purchase Intentions by Sofia Bratu.” This article was to explore the specific power of influencers and if they have the ability to negatively affect the reputation of the brand they are representing. Specifically, this experiment showed that potential customers were drawn towards genuinity in celebrities they follow and are more inclined to purchase the product. Instagram and Youtube were rated most important for influencer marketing which both were used in Shane Dawson’s Pallet launch which is one of the reasons it was so successful. Youtube also curates the most money for the influencer based on the following count. I am led to the conclusion that influencers add to the value of the brand and do have the power to make the customer have a bad taste towards the brand depending on the influencer’s attitude. 

Kilgour, M., Sasser, S. L., & Larke, R. (2015). The social media transformation process: curating content into strategy. Corporate Communications: An International Journal, 20(3), 326–343. doi: 10.1108/ccij-07-2014-0046

The final article I will be reviewing is, “The social media transformation process: curating content into strategy by Mark Kilgour.” This article is about how it is vital for business’ to learn social media platforms and to use them as their primary marketing. Content, customers, and engagement were only a few concepts touched on used to show how social media is an all inclusive platform that has many elements to it. By researching these different systems, you can develop a social media marketing plan designed specifically for your business to maximize outlets. During the Shane Dawson series, we are able to see exactly where and how Jeffree Star’s company chooses when to post on social media and where else they advertise in order to appeal to their customers most directly.