How Important Is Social Media Share For Digital Marketing?
In a time where social media has become the leading virtual space, how important is social media share for digital marketing? Obviously, you can’t ignore its power in reaching your target audience. In addition to its low cost, social media offers an excellent way to advertise your brand and products digitally. Your ads can reach a large number of people within a short period of time. Even better, they are free, and your potential audience is already engaged on social media.
There is a growing body of literature that looks at the relationship between social media share and behavioral outcomes. A recent study by Kang (2018) examined the relationship between perceived connectedness and online community members’ intentions to purchase a product or service. Other research has identified that online community members’ perceptions of connectedness to a brand are influenced by a wide range of factors, including perceived benefits and ease of use.
However, a dilution effect can occur when people fail to use a diagnostic piece of information when they are surrounded by non-diagnostic information. Social media marketing can suffer from this effect as the number of comments serves as nondiagnostic details. The message is the diagnostic information, and a high number of comments or responses will dilute its effect. So how important is social media share for digital marketing?