There is no doubt that the development of new information technologies has a significant impact on different spheres of human activity. When considering the sphere of business, it can be said that people who own or manage a company are provided with extended opportunities to expand their business due to a wide range of means of mass communication that allow companies to extend their sphere of influence and promote products and services all over the world.
The evolution of media has also had implications for how the public perceives information presented by means of mass media. In addition, reflecting on the topic of mass media and the role that these media resources play in the process related to the battle for survival in the world of business, it is important to understand that mass media as a means of communication and business promotion can be used in two opposite ways when it comes to the performance of small and large companies. In particular, with the help of the present literature review, I would like to study two important aspects related to the given topic.
First, most forms of mass media are more likely to be used in order to provide large or developing companies with opportunities for growth. To accomplish this aim, specialists working for these companies develop appropriate advertising strategies based on the most important needs of the company and use all the means that are available (such as money, personal liaisons, and the possibility of mutual benefit) in order to enhance the public image of the company and increase the popularity of its products and services. Outside of efforts made by the company itself, it sometimes happens that various forms of mass media are used to make certain companies more popular, though not with the help of disseminating information about the high quality of products and the number of satisfied customers.
Instead, due to a high level of competition in modern business, it is quite a common practice for mass media to be encouraged to disseminate information that contributes to the failure of certain companies that pose a threat to further development of corporations. In order to conduct a substantial review on the topic, it was decided to use sources that appeared within different time frames as this would allow tracking the evolution of knowledge about media use and its role in business success.
The first article to be reviewed is “Enhancing social media competitiveness of small businesses: Insights from small pizzerias,” written by He, Wang, and Zha (2014) and published in New Review of Hypermedia and Multimedia. The given source has been selected due to the fact that it offers insights about digital media and tells many interesting facts related to the way that media has been used by owners of small companies to ensure prosperity and increase consumer flow.
In addition, the given article also presents a discussion of how social media can be misused, leading to the failure of an organization. In discussing successful media strategies, the authors give examples of various companies such as Sourdough Pizza and Naked Pizza, located in the United States. The research question that drove the authors’ study was connected with finding the particular strategies related to the use of mass media by small companies in order to increase their competitive ability, attract more customers, and, therefore, be ready to compete with larger foodservice companies.
In reference to the authors’ credentials, all three authors specialize in media and information technology, and this fact adds strength to the article. Although preconceptions can sometimes be noted in works even by well-known researchers, it can be supposed that He et al. (2014) present the information as it is, and their conclusions do not involve any inconsistencies. There does not seem to be any evidence of contrary data; it can be said that almost all the statements mentioned by the authors support the same point of view. The most convincing thesis presented in the discussed work is related to the use of specific methods such as creating websites, as well as advertising products and services on the Internet. In general, all of the conclusions presented in the conclusion of the article seem to be credible due to the fact that the authors were studying examples of real companies, and this information can always be checked. The given research can be called important for the field.
To me, it seems that this article really contributes to the overall understanding of the topic of mass media use and business practices. In general, the article can be seen as a work that generalizes the knowledge with regard to mass media as an effective tool for enhancing the performance of a small business. Unlike other researchers, the authors focus on one business area, and it makes the article really useful for business owners and managers engaged in the small restaurant business as well.
The second source that came to my attention with regard to the topic of mass media in business is a journal article titled “Public relations adding to businesses’ bottom line,” written by Pohl (2008). In this work, the researcher’s attention is primarily paid to profit-making businesses, and the author claims that it is extremely difficult to overestimate the role of media in business. According to the author, the use of public relations services remains an important opportunity for those engaged in business due to the fact that it costs much less than hiring the professional help of specialists in the fields of marketing and advertising. In speaking about the ways that forms of media are used by business owners, the author pays special attention to steps that are to be taken in order to disseminate information concerning a company’s services in a more effective way.
These steps include many important practices such as tracking behavior, paying attention to the perceptions of customers, and analyzing the feedback received. It is also helpful that the author always explains new terms even though the article is supposed to be targeted at readers with extended knowledge in the sphere. With the help of calculations based on real data, the author illustrates that advertising with the help of media involves substantial results.
For instance, one advertisement in a popular print medium distributed on Sundays is supposed to bring in about six thousand dollars for the company, whereas placing an advertisement costs less than two hundred dollars. As is clear from the research question stated, the research is aimed at reviewing ways to increase profit using mass media and developing a model that will allow businesses to estimate the particular sums saved on advertising. The author is an acknowledged expert, having a PhD degree, and working at a university in Iowa. The researcher’s perspective implies an evenhanded approach while assessing different models as the researchers whose works are quoted in the article sometimes contradict each other.
The theses presented are justified by evidence from different sources, which adds to the credibility of statements made by the author. In terms of least credible statements, it is possible that the calculations that allow a researcher or business owner to define the number of people who are going to see and use the advertisements might be inaccurate because some prospective customers may very well ignore advertisements. In general, the work contributes to the understanding of the topic as it demonstrates the practical effect of media use for business owners and, unlike other sources, provides clear financial data.
Another source that helps to better understand the given topic is the article by Kozina (2008) devoted to special aspects of making a business connect with social relations. In particular, the author focuses on small and medium businesses that are connected with a range of peculiarities, such as particular rules for tax reporting. In fact, the article touches upon many subtopics; the author focuses on doing business in the Russian Federation.
Unlike the authors of the two previous sources, Kozina pays attention to the sociological impact that media relations may have. In addition, the author analyzes a wide range of sources in order to compare labor relations between employers and employees in traditional enterprises and new private businesses. In laying out her conclusions, the author states that the most important difference is related to the fact that enterprises of a new type involve less-formal relationships, and employees are less protected. In writing the article, the author focused on the results of a previous research study conducted with the use of data related to small and medium businesses that had been collected in four Russian cities.
With the passage of time, the use of media by small and medium businesses in Russia has become a more common practice due to changes related to the new regime involving more freedom and fewer guarantees for those engaged in business. The author’s research question was posed in regard to reporting the information on specific management practices peculiar to small and medium businesses. The author has impressive credentials as she specializes in economics and works at a university. Another point that needs to be covered is the perspective of the author, whose statements are based on evidence reported by other authors. However, contrary data is not widely presented in the literature review section.
The particular statements that seem to be the most credible involve the data concerning differences between enterprises during the existence of the Soviet Union and the Russian Federation that can be confirmed by the personal experience of people living in the country. At the same time, the structure of the article could be improved as it makes certain statements that seem inconsistent and less convincing than the data they present. Despite the fact that the article presents a detailed discussion of small and medium businesses, it is difficult to say whether it makes an invaluable contribution to an overall understanding of the topic because it covers relatively few topics, and the use of media is not thoroughly presented.
The next work that relates to the given topic and may provide important information concerning the use of media to improve the performance of a business or increase the competitive advantage of a company is an article by Kiousis, Popescu, and Mitrook (2007). The authors conducted a research study to examine the impact that different strategies of using media have on the financial performance of a company, the perceptions of the customers, and the company’s image. In the summary of the given article, the authors reflect upon opportunities offered by the use of media by large and small businesses.
In general, the researchers turn their attention to data concerning the performance of almost thirty different companies as it was presented in official reports, and this fact makes the research credible. In the literature review section, the authors focus on important concepts related to the problem, such as the reputation of a company and the nature of public relations. The authors’ credentials show that all of them are related to the department of public relations at a university in Florida. The perspective that the researchers demonstrate throughout the work is grounded in the fact that all significant statements that are made in the article are supported by data reported in previous works in the field. Therefore, it would be difficult to argue that their perspective is prejudicial.
Instead, they try to mention different points of view while establishing a theoretical framework for their research. The authors’ method and interpretation of the results involved using data that was processed by other researchers, and the given authors took it as credible. The most convincing theses were evident when the authors proved that companies engaged in a lot of public relations activities are more likely to be mentioned in the news. Therefore, the attention that companies obtain with the help of media increases general interest in their activity. Another idea that is expressed by the authors is that the financial performance of the company and its reputation are closely interconnected.
Nevertheless, the idea was not confirmed during the research. Regarding this article’s importance for the field, in general, this article appears to contribute to the overall understanding of the topic of media and business as it offers a few helpful facts. To begin with, the authors generalize a lot of information that may be of interest to those who might be studying the topic. Another strong point of the research is that the authors investigate real cases of famous companies such as Toyota, Coca-Cola, and Sony and study the way that information about their products is presented in media.
Furthermore, the given article may be helpful not only for other researchers in the field but also for business owners and managers as the conclusions contain a few pointers that highlight the aspects that need to be mentioned in media content to make it more effective—information on products, social responsibility, and the vision of a company. Thus, the article helps to extend the knowledge related to the field. Compared to the other articles in this literature review, the source
The problem of media use and the performance of different companies involves a few dimensions. In their article, Alfonso and de Valbuena (2006) study the most recent tendencies of their time related to the use of media by businesses in order to improve performance and make more people aware of the services and products that they offer. Both authors are related to the department of communications in IBM Spain.
The article is closely related to the topic chosen for the literature review due to the fact that the research is based on cases of leading international enterprises. The introduction section makes it clear that the researchers are focusing on one particular tool used by more than one hundred companies whose performance was studied during the work: web-based press rooms. Having observed the websites of the companies chosen and analyzed the information collected, the authors concluded that the given way to use media is regarded as extremely important within large companies, and the latter may achieve more than one goal at the same time while applying it.
First, this way of using media allows companies to simplify their working processes and ensure that journalists are provided with all the necessary information concerning the goals and the activity of the company. The research question that the authors formulated to focus their study is related to the way that the Internet is used by leading companies in different countries. Also, the authors aim at defining whether certain rules concerning media use by businesses can be introduced in different countries. In terms of perspective, the approach used by the researchers seems to be quite evenhanded due to the fact that they report any information related to the issue.
For instance, having assessed the effectiveness of online press rooms, the authors conclude that the use of this tool could have a positive influence on the performance of a company, but there was also a range of weaknesses that could result in the opposite effect. The weaknesses were connected with the fact that the majority of press rooms studied involved deficiencies. For example, some companies failed to update the information presented regularly, or some press rooms were difficult to use due to system errors that could occur from time to time. Also, the information presented in certain press rooms was incomplete.
The authors appeared to have done their best to consider contrary data and, therefore, regard the problem of virtual press rooms utilized by large businesses from different points of view. A lot of statements made by the authors are convincing as they are based on observations. For instance, having analyzed the data collected, the researchers managed to single out a few characteristics peculiar to online press rooms. For example, security elements were seldom used, and most of the developers tried to ensure that press rooms could be reached very quickly, which is why they were available on home pages. In general, it appears that there are no statements that could be regarded as weak and unfounded.
The article can be regarded as a source that is important for the field of study as it helps to better understand the tendencies related to the use of new information technologies by businesses and defines additional measures that need to be implemented to use such tools as an online press room in a more effective way. This source differs from many others on the topic as it focuses on one clear issue. At the same time, the methods of data collection and analysis are similar.
In his article devoted to the use of social media and the particular opportunities and threats that it involves, Aula (2010) reflects upon a few cases in which the reputation of a large company was at risk due to certain information concerning the company’s products, corporate values, and customer relations that was distributed in social media. The author is a professor of communication working at a university in Helsinki, and he is a co-author of many books on the subject. In general, the present article can be helpful to those who are interested in the topic to realize that social media can be used not only to improve performance but also to undermine the reputation of certain companies using both real and fabricated information.
With the passing of time, it has become easier to share information about companies, and this is one reason why the situations described took place. In the beginning of the article, the readers are told stories of such companies as United Airlines and H&M, who found themselves engaged in scandals due to certain mistakes made by their employees. The research question used by the author is related to the ways that the social media activity of disappointed customers can damage the reputation of different companies and which strategies may be applied in order to cover all the bases. The given research question appears to be important in connection with the topic as it allows researchers and business owners to single out the measures that can help them to avoid situations with clients that may lead to a decrease in profit as well as customer attrition.
The perspective of the author seems to be even-handed in that he uses a lot of sources in trying to analyze the given problem really thoroughly. Furthermore, in speaking about reputation management, the author reviews different strategies that businesspeople are allowed to choose from while thinking out a plan of further development. Contrary data does not seem to be widely presented because the topic does not involve such data. Due to a wide range of facts mentioned and the use of additional sources, the statements made by the author appear to be credible, especially the information offered concerning strategies and their strong points.
The source contributes to the understanding of the topic as the article is based on real cases, and it provides a substantial explanation of the reputation problems that may occur. It is similar to other sources as the author focuses on a few subtopics. At the same time, this source seems to be more relevant to businesspeople than other articles because of the recommendations that it involves.
In their research, Okazaki and Taylor (2013) study the ways that companies may use social media in order to improve performance and the possible challenges that using social media involves. Additional information about the authors shows that both of them specialize in the topic and work in universities in Spain and the United States. Generally, the article discusses different theoretical perspectives, explaining the importance of such a tool as social media with respect to international advertising. As a part of their work, the authors analyze the most recent information on advertising and social media, and it allows them to define research gaps that are to be filled in future.
The statements made by the researchers seem to be credible, as the authors drew on a lot of additional sources such as previous studies analyzing large international companies and their social media strategies. According to the authors, the topic was chosen due to the fact that social media and the international marketplace need more attention, and the former should be used wisely. Therefore, the research question defined by the authors is supposed to help to make a significant contribution into the field. The article’s perspective is even-handed as different results of previous studies are presented.
The theses that can be regarded as the most convincing are related to the characteristics of social media as a tool that are confirmed by many researchers and businesspeople based on their experience. At the same time, certain doubts can be expressed concerning the authors’ statement about the lack of cross-cultural studies in the area. In general, it can be supposed that the article helps to better understand the topic as it analyzes the most important problems associated with the use of social media in connection with international advertising, paying attention to the peculiarities of work with foreign target customers. Comparing this source to the other articles, its structure is similar to that of other articles but it mostly uses separate facts without connecting them in the way the other authors do.
Another article on the role of social media for businesses was written by Mangold and Faulds (2009). Both researchers are from the United States; they are related to the sphere of business sciences, making their analysis more relevant. The source is devoted to studying social media as one of the elements that allows companies to promote services and products. In particular, the study focuses on communication between customers, whose activity may increase or decrease the popularity of certain companies. Tools and strategies used for advertising have changed due to the development of social media, and the ability of social media to become popular in a short period of time. The authors suppose that this tool should be regarded as an integral part of the marketing strategy developed by any organization.
According to research question chosen, the authors aim to study similarities and differences between traditional advertising and advertising via social media, along with the way that companies’ representatives may influence interactions between consumers to achieve success. The researchers’ perspective seems to be even-handed as they use a wide range of examples illustrating the different aspects mentioned.
At the same time, it cannot be stated that the topic involves two opposite opinions, and this is why contrary data is not widely presented. As for the most convincing points, the authors state that the combination of traditional and new marketing tools remains the most beneficial variant for businesses. However, the role of managers in the communication of customers does not seem to be as significant as stated. In general, the work helps to better understand the topic as it explains the effects of social media advertising. Therefore, the information from the source complements the other works mentioned.
The next source related to the topic is an article by Paniagua and Sapena (2014), who specialize in business and economics and work at a university in Spain. In general, the article is devoted to social media and the role it plays in enhancing the business performance of some companies. In conducting their research, the authors were focused on particular forms of social media in order to assess their effectiveness as business tools. Having analyzed the data retrieved from different sources, the authors concluded that Twitter could be regarded as a tool involving more opportunities than another popular social network, Facebook.
The research question related to the importance of such tools for advertising and financial success seems to be significant as this information can help business owners to understand the mistakes they might have made and improve their social media strategies. The authors’ perspective demonstrates that they are unlikely to have fudged the facts to protect their point of view as the rules they used during their analysis are clearly stated.
In general, the information they present supports the prevailing opinion as the effectiveness of social media has already been proven. The theses concerning the effectiveness of the particular forms of social media presented by the authors seem to be credible as all the figures identified during the analysis are reported. At the same time, the necessity of further studies explaining the effect of social marketing on sales volume seems to be exaggerated as such studies are already in existence.
The given work contributes to the field and helps to understand the underlying mechanisms of social marketing. Nevertheless, it seems that the article would be more helpful for those running a business themselves as it involves important recommendations. Compared to the other sources, this study possesses an increased practical significance. At the same time, just like the other articles, this one presents a lot of actual figures that make it stronger.
Finally, another source that needs to be analyzed is an article by Tiago and Verissimo (2014), who focus on current changes in consumer preferences and the growing influence of social media in the global market. Regarding the authors’ credentials, both authors specialize in economics and management, and this makes their opinion more credible. In conducting their research, they were primarily focusing on Portuguese companies and the companies’ experience with social media.
Among other things, the authors pay attention to such problems as the benefits of digital media engagement and the approaches that business owners should implement in order to communicate with their customers in a more appropriate way. In terms of the authors’ perspective, it can be said that the authors present facts as they are, and contrary data is considered in their literature review, as well. As for the credibility of their statements, the authors consider the tendencies related to social media targeting in general and then apply this information to Portuguese companies, paying special attention to facts and reports, and this makes the research credible in general.
Nevertheless, the source states that consumers pay more attention to other customers’ feedback than to an advertisement itself, and it somehow mitigates the importance of the topic. This article helps to better understand the way that media can help businesses to achieve prosperity. Like the article by Kozina, it provides specific information that may sometimes not be applicable in English-speaking countries. Despite that, the source, along with the other articles reviewed, contains many facts helping to track the development of social media advertising.
References
Alfonso, G. H., & de Valbuena M. R. (2006). Trends in online media relations: Web-based corporate press rooms in leading international companies. Public Relations Review, 32(3), 267-275.
Aula, P. (2010). Social media, reputation risk and ambient publicity management. Strategy & Leadership, 38(6), 43-49.
He, W., Wang, F., & Zha, S. (2014). Enhancing social media competitiveness of small businesses: Insights from small pizzerias. New Review of Hypermedia & Multimedia, 20(3), 225-250.
Kiousis, S., Popescu, C., & Mitrook, M. (2007). Understanding influence on corporate reputation: An examination of public relations efforts, media coverage, public opinion, and financial performance from an agenda-building and agenda-setting perspective. Journal of Public Relations Research, 19(2), 147-165.
Kozina, I. M. (2008). Social and labor relations in small and medium-size businesses. Sociological Research, 47(6), 76-90.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Okazaki, S., & Taylor, C. R. (2013). Social media and international advertising: Theoretical challenges and future directions. International Marketing Review, 30(1), 56-71.
Paniagua, J., & Sapena, J. (2014). Business performance and social media: Love or hate? Business Horizons, 57(6), 719-728.
Pohl, G. M. (2008). Public relations adding to businesses’ bottom line. Journal of Promotion Management, 14(3/4), 195-209.
Tiago, M. T. P. M. B., & Verissimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703-708.