Synthesis Essay: Social Media Impact on Business Business Research (Research Paper Sample)

Synthesis Essay: Social Media Impact on Business
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Social Media Impact on Business
Most people can agree that technology and the Internet have changed the way people live; however, some don’t consider the major impact it has had on business. Businesses have had to change the way they interact with customers to keep up with the quickly evolving e-commerce world. Studies and articles have been written about the way businesses have had to adapt. Many businesses have embraced social media, and according to research, there have been positive effects. For instance, in the article “Digital and Social Media in the Purchase Decision Process,” the authors Todd Powers, Dorothy Advincula, Manila S. Austin, Stacy Graiko and Jasper Snyder investigate the impact that social media has on consumers. More specifically, the article “The Power of “Like” How Brands Reach (and Influence) Fans through Social-Media Marketing” written by Andrew Lipsman, Graham Mudd, Mike Rich, and Sean Bruich explores how Facebook can be used to capture more attention and brand recognition. Furthermore, the article “One Café Chain’s Facebook Experiment,” written by Utpal M. Dholakia and Emily Durham captures the experience of one company Facebook Fan Page initiation and success. Then, Scott Berinato and Jeff Clark turn attention away from Facebook and focus on ways to utilize Twitter, another social media site used by businesses in “Six Ways to Find Value in Twitter Noise.” Also, Jilly Duffy gives small businesses advice on how to use social media effectively in the article “15 Social Media Tips for Small Businesses.” A specific way to use social media is important; however, understanding how consumers and businesses are affected equally important. Therefore, the articles “Capturing Business Value with Social