Explore The Use And Efficacy of Social Media in A Product Launch - Report Writing - Arts & Humanities Assignment Help

Assignment Task

Introduction
Your introduction should be one paragraph and provide background information on key aspects of your research topic. You should provide some contextual information to the topic to help situate this report and inform the reader of the topic’s importance. You should clearly state the aim of your report. A good introduction should go beyond what the report will explore, and indicate the steps that will be taken to address the research topic. This is sometimes referred to as a thesis statement. An in-text reference or two here will help show that your work is well-grounded in research!

Results
Source 1
Roberts, Candi, and Hughes (2017) examine the influences that motivate people to use social media and how these motivations relate to people’s tendencies to engage
in behaviours that can be beneficial for new product launches. It was found that people who spend time on social networking sites in search of information, to be challenged, or to connect with others are more likely than others to give word of mouth reviews and recommendations about products (Roberts, Candi, and Hughes 2017). Roberts is an Associate Professor in Marketing at the University of Nottingham. The article was published in the peer reviewed journal, Industrial Management and Data Systems, and has been cited 11 times.

Source 2
Chen and Yin (2017) describe social media as an integral platform that would help in product launching. Social media would benefit organisations by generating rich and substantial information that would help improve decision making. The authors focused on the competition impact of social information that would be helpful at different product launch phases. Chen and Yin (2017) refined the analysis of social information to the merchandise-feature level and used data from the Chinese movie market that helped them develop multiple experimental models. It was found that the social opinions of other competitors are crucial as they would help organisations to focus their product sales (Chen and Yin 2017). Chen is an Assistant Professor of Information Systems at the Southern University of Science and Technology in China. The article was published in the peer reviewed journal Electronic Commerce Research and Applications and has been cited four times.

Source 3
Gruner et al (2018) argue that the question of importance of firms’ investment in digital communication styles to promote the commercial success of new products has remained largely unexamined within the product innovation management literature. The study was based on the reactance theory that provided authors with the basis for examining the extent to which their investments in social media communication and online advertising are associated with their sales volume and profits from new product launches within half a year after launching. It was found that sales volume and profits from new products are attributed to using social media to communicate in a positive and diminishing manner (Gruner et al 2018). Gruner is a Senior Lecturer at the University of Western Australia Business School. The article was published in the peer reviewed journal of Product Innovation Management and has been cited 18 times.

Source 4
Baum et al (2018) discuss in detail the impact and efficacy of social media tryvertising campaigns on consumers attitudes towards new products. The study was undertaken with the purpose of analysing the impact of a social media campaign on the success of a new product launch. 
It was concluded that social media campaigns positively influence the success of a new product launch (Baum et al 2018). Baum has a PhD in electronic commerce from the Ludwig Maximilians University in Munich. The article was published in the Journal of Retailing and Consumer Services which is a peer reviewed journal, and it has been cited 23 times. 

Source 5
Dwivedi and McDonald (2020) argue about the need for examining the productivity of marketing investments in promoting brand social media communication. The study focused on the implications for brand value and enhancement. The authors concluded that brand attitude and trust are the pre-conditions for increasing the willingness of clients to incur a premium price for a brand. Although this article has not been cited, I found it relevant as it was also found that brand social media communication is a crucial brand development tool (Dwivedi and McDonald 2020). Dwivedi is a Senior Lecturer in Marketing at Charles Sturt University. The article was published in the peer reviewed journal of Marketing Theory and Practice. 

Source 6
Kim and Chandler (2018) argue that traditional marketing literature usually perceives clients as passive product and services recipients. They argued that social media enables clients to actively engage in co-creation when launching new products and services. The authors used an exploratory study design that helped in investigating new product launches such as those of the PlayStation 4 and Xbox One video game consoles. Kim and Chandler (2018) demonstrated that a common language and individualised communication generated through such opportunities could help improve new product launch initiatives to promote learning and knowledge co-creation. It was found that social community and social publishing are significant forces and influences in new product launches that would ensure active participation of different stakeholders, including the clients. Kim is an Assistant Professor of Marketing at California State University. The article was published in the peer reviewed Journal of Marketing Theory and Practice and has been cited seven times.

Source 7
Kaplan and Haenlein (2012) explore the use of social media during the launch of Britney Spears’ single and album and discuss how social media usage can support the introduction of new products.
It was found that a product launch using social media is likely to be more far reaching due to the ripple effect inherent in these types of applications (Kaplan and Haenlein 2012). 
Kaplan is Dean and Professor at ESCP business school in Paris and Berlin. The article was published in Business Horizons which is a peer reviewed journal and has been cited 126 times. Although the article was published in 2012, the social media strategies found by Kaplan and Haenlein to promote new product launch can still be used today. 

Source 8
Hruska and Maresova (2020) study and analyse the growing use and popularity of social media among adults and the reasons why we use the platform so much and what influences this. As social media has grown over the past ten years, it has become an important driver in obtaining and spreading information for businesses. Statistical analyses were used that helped in classifying overall social media use into selected social media use, including Facebook, Instagram, Snapchat, Youtube, and Twitter. It was found that individuals with high household incomes and education had higher likelihood of social media use, and that social media use decreases as age increases (Hruska and Maresova 2020). Hruska and Maresova (2020) concluded that having an adequate understanding of the different social media sites usage and frequency could help in generating crucial competitive advantages. Maresova is an Associate Professor at the University of Hradec Kralove in the Czech Republic. The article was published in the peer reviewed Journal, Societies, and has been cited four times. 

Conclusion
A recommended structure for this section is to write it in two paragraphs. The first paragraph should summarise your overall findings in response to the set question. The second paragraph should identify any relevant implications arising from these findings

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