Internet Technology, Marketing and Security Research Paper

Internet Technology, Marketing and Security - Research Paper Example As a result, businesses have implemented the use of social media technology and application to communicate marketing messages and images to their consumers who have ready access to the communication media (Castronovo & Lei, 2012). Nonetheless, it is notable that many parts of the developed world has not adequately achieved access to computer systems and the internet (Chung & Austria, 2010) as a result of this, the application of social media is largely a phenomenon and concept of the urban community within developing economies because of access to technological infrastructure (Furlow, 2012). The marketing messages which are communicated via social media are passed from one individual to another rather than directly from the company or organization. Therefore, the users of social media in their evaluation of products and services act as a third parties and hence objective and credible sources of information (Lipsman, Mud, Rich & Bruich, 2012). Therefore social media is popularly being applied by business in marketing communication because of the authenticity and credibility that is associated with this form of communication (Castronovo & Lei, 2012). On the other hand, the application of social media in marketing communication has been criticized on the basis that it is informal and less reliable source of marketing communication about products and services (Hill & Moran, 2011). Additionally, it is argued that social media is only popular among specific segments of the market such as the young people (Lipsman, Mud, Rich & Bruich, 2012). This means that some segments of the market are not reached in social media marketing. Because of this, social media... As the essay declares  the popularity of social media as a marketing tool is argued to be a result of the advancement in information and communication technology. The contemporary society is increasingly utilizing technology and particularly the internet for communication and networking. With the advent of social media sites and platforms, the application of technology by individuals, businesses, agencies, organizations and companies has increased gradually.This discussion highlights that  the marketing messages which are communicated via social media are passed from one individual to another rather than directly from the company or organization. Therefore, the users of social media in their evaluation of products and services act as a third parties and hence objective and credible sources of information. Therefore social media is popularly being applied by business in marketing communication because of the authenticity and credibility that is associated with this form of communi cation. On the other hand, the application of social media in marketing communication has been criticized on the basis that it is informal and less reliable source of marketing communication about products and services.  The application of social media platforms in marketing is said to be the most effective way of reaching a large number of audience at no cost. Facebook and Twitter have registered billions of users within their accounts.