美国论文代写：社交媒体研究背景

美国论文代写：社交媒体研究背景。社交媒体是一个集合术语，指的是通过网站和web应用程序实现的不同在线交流渠道，用户可以在这些渠道中创建内容，分享和参与社区意图。在商业意义上，这种新时代的媒体工具是重要的，因为用户交流关于商业产品的各种信息，并相互教育关于产品、服务和品牌。根据Netpop Research(2012)和Emarketer(2013)的研究，社交媒体用户的比例正在上升，因此企业品牌、产品和服务的交流也越来越多。接下来美国论文代写专家将对社交媒体研究背景进行以下分析。

过去几十年的技术发展导致了社交媒体使用量的增加。Facebook和Instagram等社交网站和twitter等微博客社交网站是使用社交媒体的重要范例。Netpop Research(2012)指出，自2007年以来，社交媒体使用量增长了356%，而且这个比例还在增长。使用社交媒体的用户也在增加。Emarketer(2013)发现超过17.3亿人使用社交营销网站，这包括来自不同人群的人。Statista表示，2017年英国的社交媒体用户数量为390亿，预计2018年将为4200万，增长超过58%至62% (Statista, 2018)。社交媒体使用的增加对企业有很大的影响，因为它打开了无数的营销机会。随着社交媒体的出现，人们可以与许多人就他们从企业获得的产品或服务进行交流。传统的传播和营销形式现在可以被整合营销传播所取代，利用社交媒体和电子口碑营销。然而，社交媒体工具和市场营销并不都是正面的。正如研究人员Mangold和Faulds(2009)所认为的，在市场中，社交媒体和它所产生的c2c交流可以使商业产品或服务的一些缺点被放大。在这种背景下，企业有必要在组织营销策略时将社交媒体作为一个坚实的方面。这项工作具体考虑了中小企业如何利用社交媒体的背景。

所有这些以电子口碑传播的形式分享的品牌和商业信息都可能影响品牌营销，这使得企业通过考虑社交媒体的影响来调整他们的营销策略至关重要。Mangold和Faulds(2009)认为，在社交媒体环境下，每一次交流都显得紧张或加剧。除此之外，还有失控的问题。营销经理和企业可以控制有关其业务的信息如何描述的某些方面，但他们不能总是控制社交媒体对话的频率、时间和内容。此外，即使营销策略转向新的领域，信息共享仍在继续，因为信息在万维网中从未真正消亡。因此，企业必须谨慎使用社交媒体进行营销。特别是，小型企业和创业型初创企业，实现稳定性和可扩展性的时间要短得多，必须格外注意他们在社交媒体上的描述。

中小企业是世界各国经济发展的重要组成部分，可以为世界经济发展做出巨大贡献。截至2018年，英国约有570万家私营企业。中小企业占私营部门企业的近99.3%，总就业人数约为1610万人，占私营部门就业人数的近60% (FSB, 2018)。此外，中小企业具有竞争力，这就是社交媒体的作用变得关键的地方。社交媒体对于中小企业发展与客户的关系和影响消费者的决定是有用的。像Michaelidou, Siamagka和Christodoulides(2011)这样的研究工作确定了英国企业是如何利用社交媒体营销使用机会的。Ainin等人(2015)对英国、美国、澳大利亚和印度等国中小企业及其使用的比较视角进行了分析。然而，许多关于社交媒体营销的研究工作并没有真正关注中小企业和创业企业的具体问题，往往使用适用于宏观公司的数据，在评估英国中小企业社交媒体使用的性质方面发现了研究差距。本研究将填补这一空白，并试图分析社交媒体和社交电商如何影响中小企业消费者的决策过程。

Technology development of the last few decades has led to increase of social media usage. Social networking sites such as Facebook and Instagram and microblogging social sites such as twitter are some significant exemplars of social media usage. Netpop Research (2012) identified a 356 percent rise in social media usage since 2007 and the percentage is still growing. The segment of users that make use of social media has risen as well. Emarketer (2013) identifies more than 1.73 billion people using social marketing sites and this includes people from different population segments. Statista presents the number of social media users in the United Kingdom as 39 billion in 2017 and estimates for 2018 were 42 million, which is more than a 58 percent to 62 percent increase (Statista, 2018). Increased social media use has much implications for businesses because of numerous marketing opportunities that it opens. With the emergence of social media, it is possible for people to communicate with many people about products or services they receive from businesses. Traditional forms of communication and marketing can now be replaced by integrated marketing communication that makes use of social media and electronic word of mouth marketing. However, everything is not positive about social media tools and marketing. As researchers Mangold and Faulds (2009) argue, in the market place, the social media and the consumer-to-consumer communication that it generates can make some cons of the business product or service appear magnified. Given this context, it is necessary for businesses to factor in social media as a solid aspect when they organize their marketing strategies. This work in specific considers the context of how SMEs have made use of social media.

All these brand and business information shared in the form of electronic word of mouth could affect brand marketing and this makes it vital for businesses to align their marketing strategy by considering the impact of social media. As Mangold and Faulds (2009) argue, every communication appears intense or exacerbated in social media context. Added to this, it is the issue of loss of control. The marketing manager and the business can control some aspects of how information is portrayed about their business, but they cannot always control the frequency, timing and content of social media’s conversations. Moreover, the information share goes on even as the marketing strategy moves to new grounds, as information never really dies in the world wide web. Businesses hence have to be careful about how they wield social media into their marketing efforts. In particular, small scale businesses and entrepreneurial start-ups which have a much shorter time towards achieving stability and scalability have to pay extra attention to how they are portrayed in social media.

Small and medium enterprises (SMEs) are important for the economy and can make a lot of contributions in every country. As of 2018, in the United Kingdom, there were around 5.7 million private sector businesses. SMEs account for nearly 99.3 percent in private sector businesses and total employment they generate is around 16.1 million, which is nearly 60 percent of private sector employment (FSB, 2018). SMEs furthermore are competitive, and this is where the role of the social media becomes pivotal. Social media is useful for SMEs to develop relationships with customers and influence consumer decisions. Research works like Michaelidou, Siamagka and Christodoulides (2011) identify how social media marketing usage opportunities are exploited by businesses within the United Kingdom. Comparative perspectives on SMEs and their use in countries like the United Kingdom, USA, Australia and India have been analysed by researchers like Ainin et al. (2015). However, much of the research work on social media marketing are not really focused on issues specific to SMEs and entrepreneurial ventures and tend to use data applicable across macro firms and a research gap is identified for assessing the nature of social media usage with respect to SMEs in UK. This research will fill in this gap and seek to analyse how social media and social e-commerce can influence consumers’ decision-making process in SMEs.

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