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Question: Discuss about theLanguage and Learning for Retail Management Research. Answer: Advantages and disadvantages of social media marketing Social media marketing is one of the most promising and fastest growing marketing concepts in the current business scenario. With the recent boom in internet, social media marketing got more importance for the business organisations. This is due to reason that the reach of social media is ever increasing and the effectiveness of the social media is more than any other conventional media. With the emergence of various social media platforms such as Facebook and Twitter, business organisations identified huge opportunities in marketing through social media. In the present business scenario, majority of the regions across the world are having internet access. Thus, with the social media marketing, contemporary business organisations are reaching out to the larger section of audience. Thus it can be said that social media marketing is having more advantages. This essay will argue that the advantages of social media marketing are more significant than the disadvantages. In the recent time s, the advantages of social media marketing are more prominent than its shortcomings. This essay will discuss about the significance of social media marketing and how the advantages of it is more dominant than its disadvantages with the help of different articles. Social media marketing is having more advantages due to the reason that, majority of the organisations are having their social marketing campaign. Most of the large business organisations are gaining their goodwill and reputation from the social media marketing. Though, various authors have identified demerits for social media marketing but still it is the most effective way of identifying the requirement of the customers. A major advantage of social media marketing is the extraordinary number of people around the world who access social media sites. The high market penetration of the social media is the key competitive advantage for them. Authors such as Monica and Bala? (2014), according to whom, with the increase in the access of internet around the world, the reach of social media is also increasing by leap and bound. According to them, there are more than 100 million subscribers on Facebook only from the African regions. Moreover, 50 percent of the total African population is having access to the internet. Thus, according to Monica and Bala? (2014), the myth around the poor connectivity with the African population is proving wrong with this fact. Moreover, the number of African population having internet access and social media subscriptions is rapidly increasing. Thus, Monica and Bala? (2014) stated that it is a huge opportunities for the marketers to initiate their marketing activities with the help of social media. It will help them to reach out to more number of people effectively. Moreover, according to Monica and Bala? (2014), in the African regions, there are the peoples those who are having internet and social media access but do not have any exposure to other types of conventional media. Thus, in this case, social media marketing is not only effective but also the only way to reach out to the remote audiences. Thus, the market penetration of the social media marketing is much more than that of the other conventional media marketing. Similar opinion given by Minazzi (2015), regarding the importance of the social media marketing. According to her, social media marketing special through the use of mobile is much effective for the tourism industry. Minazzi (2015) stated that this is due to the reason that the travelers now have the access to various technologies in their mobile device such as GPS and other location based applications. With the initiation of the rapid development of the mobile devices, the access to the internet and social media got more effective for the users as well as the marketers. This lead to the fact that the social media users remain always connected. Thus, according to Minazzi (2015), it is a huge opportunity for the marketers due to the reason that they will have the more exposure for their promotional activities. Customers in the social media remain more active than that in other conventional media. Hence, the marketing opportunities from the social media are more. Minazzi (2015) also sta ted that, with having more attendance of the customers, the effectiveness of the social media marketing is also more than that of other media. Another key advantage for social media marketing is their high level of influence among the younger generations. The young generations can be more effectively attracted with the help of social media. According to Gaber and Wright (2014), social media marketing is more effective in targeting the younger buyers due to the fact that younger generation is more active in the social media. The authors had given the example of Egypt where the survey was being conducted to determine the effectiveness of the social media marketing of the fast food chains. According to Gaber and Wright (2014), younger generation is being more attracted with the help of social media marketing. Moreover it was also been seen that the social media marketing is helping the marketers in effectively engaging the customers with their promotional activities. According to Gaber and Wright (2014), this is due to the reason that the social media marketing involves two way communications. Thus, it is beneficial for the o rganisations to determine the feedback of the customers effectively. It also helps the marketers in effectively determining the current taste and preference of the market. Gaber and Wright (2014) also stated that, social media marketing will help the organization in engaging with the customers which further help them in determining the requirement of the customers. Due to the involvement of the customers in the promotional activities, the effectiveness of the social media marketing is more than that of other conventional marketing channels. Moreover, according to Gaber and Wright (2014), due to the reason that customers remain more active in the social media in the recent times, the flow of word of mouth is also more effective in the case of social media marketing. Thus, Gaber and Wright (2014) stated that, if the organisations can generate positive word of mouth then it will transmit more effectively and swiftly in the case of social media marketing. Thus, it can be concluded that social media marketing is more effective than any other marketing chan nels in terms of engaging the customers. However, there are various researchers who have given the negative opinion about the effectiveness of the social media marketing. They are given the opinion that social media marketing is having more disadvantages than advantages. According to Whiting and Deshpande (2014), the effectiveness of the social media marketing is more of myth. This is due to the reason that, according to Whiting and Deshpande (2014), the social media marketing is more of trend among the marketers than its utility. As stated by Whiting and Deshpande (2014), if the social media marketing does not being effectively and properly designed according to the requirement of the market, then it is highly probable that the marketing campaign will fail. Thus, according to the Whiting and Deshpande (2014), the perception of the marketers about the social media marketing that having presence in the social media will automatically attract customers is nothing more than myth. Moreover, it is also been stated by the Whiting and Deshpande (2014) that social media marketing can help to increase the effectiveness of the existing marketing activities of the organisation. However, it cannot create awareness for a new product due to the reason that customers need to have the knowledge about the social media page of the organisation which can only be gained with the help of conventional media channels. Thus, it can be concluded that social media marketing is having more advantages than disadvantages for the marketing organisations. The effectiveness of the social media marketing depends on the design and the strategies being developed by the organisations to implement the social media marketing. The more effective will be the marketing strategies, the more effective will be the social media marketing. Hence, the potentiality of social media marketing is not myth, rather than it can reap benefits if being properly managed and implemented. Reference Gaber, H.R. and Wright, L.T., 2014. Fast-food advertising in social media. A case study on Facebook in Egypt.Journal of Business and Retail Management Research,9(1). Minazzi, R., 2015. Mobile Social Media Marketing in Tourism. InSocial Media Marketing in Tourism and Hospitality(pp. 127-135). Springer International Publishing. Monica, B. and Bala?, R., 2014. Social media marketing to increase brand awareness.Journal of Economics and Business Research,20(2), pp.155-164. Whiting, A. and Deshpande, A., 2014. Social media marketing: A myth or a necessity.The Journal of Applied Business and Economics,16(5), p.74.