Journal of Content, Community & Communication Amity School of Communication Vol. 10 Year 5, December- 2019 [ISSN: 2395-7514 (Print) ] Amity University, Madhya Pradesh [ISSN: 2456-9011 (Online)]
Awareness and Perspectives Social Media as New Strategic Marketing Approach in Minor Industries; Notion grounded on AIDA Model
Roohi Mumtaz Assistant Professor, Alfalah University, Dubai, UAE
ABSTRACT
Business owners and entrepreneurs throughout the world apply the AIDA model widely and extensively. Though, the awareness of the strategic application of this model for social media is hardly known by the cottage and minor business owners of undeveloped nations. Therefore the main aim of this paper is to provide awareness of the strategic application of AIDA model to those unprivileged business owners and entrepreneurs who are running their minor businesses with great difficulties in the unprivileged areas of Pakistan. The focus group and personal interviews were conducted to collect the information. The outcome shows that the trend of applying the AIDA model for marketing and promoting products and services through social media is widely used around the globe and the percentage shows a considerable increase in this respect. However, the minor business owners and entrepreneurs of the unprivileged areas of Pakistan still not utilizing the AIDA model strategically and believing in approaching their customers traditionally.
Keywords: Minor Business; Entrepreneurs’ Social Media; Marketing, AIDA Model; Strategy; Awareness Perspective
Introduction companies are using social media as their effective marketing tool. Similarly, the large The popularity of social media is not new. It business companies in Malaysia are using became very popular among people of all ages different social media as marketing tools for around the world however the way of promotion and services (shahizan et al. 2012). utilizing it varied from person to person and In contrast small and many medium-size needs to needs. These days’ social media business companies have not been utilizing became a new marketing platform for small the social media activity as their key and medium-range businesses and the marketing tools. Approximately, less than 20 competitive marketing strategies apply here as percent of small companies using social well. The extent to which these strategies are networking sites to promote and advertise effective and beneficial for the companies and their products and services in Malaysia businesses is remained ambiguous. The (shahizan et al. 2012). However, the literature about the impact of utilizing social percentage of using social networking sites for media as marketing instruments for businesses has far more increased nowadays. promoting products and services by small On the other hand, these companies are the business companies is also not available in backbone of the Malaysian economy and great quantity. The marketing intellectuals and responsible of providing job opportunities to senior professionals of the marketing field the community. know that the AIDA model has vast applicability in marketing practices and Huge challenges for the entrepreneurs, cottage activities either based on orthodox approaches and minor organizations to market their or online methods. The study of this research services and products. They also face paper will investigate and provide the ways of constraints of financial resources that also using social media as one of the marketing limit their chances to grow and compete with instruments strategically to minor large and established organizations. The organizations based on the AIDA concept. cottage and minor size companies face problems of not only they have limited The phenomenon of using social media as a resources but also because they hardly have marketing instrument in Malaysia, Thailand any marketing manager that can strategically Singapore, India, Bangladesh, and Pakistan is develop and execute plans for them to not new and big companies and medium-size promote and excel (Berthon, Ewing, & Napoli,
DOI: 10.31620/JCCC.12.19/22 213
2008; Moss, Ashford, & Shani, 2003; Gilmore et prosperous life and giving value to the al., 2001). These companies faced typical issues customer (Rowley, 2002). It has been in marketing arena (Huang and Brown 1999). suggested through prior debate that social The only option they have to overcome the networking sites have been utilizing challenges is the usage of social networking comprehensively as a publicizing instrument sites. These sites allow entrepreneurs, cottage by the huge businesses organizations. On the industries and minor business owners to use contrary, minor and many medium-size the medium for disseminating the salient organizations are still struggling to utilize it features of products and services and give a up to its maximum limit. They are still in its boost to their businesses. However, it has been infancy. Moreover, there are few and very noted through the studies conducted by the scarce research conducted on the utilizing group of small and medium-sized enterprises social networking sites strategically as that minor businesses do not have any plans publicizing tools by minor companies and or strategies to properly utilize the social cottage industries in perspective of Pakistan. networking sites (Khan, Hatami, Sasidharan, Developing plans for utilizing social sites as & Al-Roshdi, 2017). Therefore the chances of publicizing instruments in minor size success become more infinitesimal and organizations and cottage industries will uncertain if these companies do not develop or potentially decrease this applied gap. In a set standards for marketing. The primetime theoretical view, people know that in anytime program which is introduced by developing marketing strategies like Facebook for free. This nod seems like just the sponsorships, promotions, advertising, etc. television prime time. These resource centers AIDA model is applied widely. Though it is contain tutorials and videos to provide the still unclear in studies that how the AIDA marketing and promotional insights and model can be used and applied in minor solutions to business people who wanted to businesses and is worthy to be investigated build their brand name and understand the and researched. digital marketing concept through social In light of the above discussion, the key focus media (Small Business Trends, 2018). of this paper is to respond regarding “the use In businesses these days, the AIDA model of social media as marketing tool, and what plays important role in formulating the would be the appropriate strategy for cottage strategies related to the marketing field. The and minor businesses in Pakistan.” Therefore main focus of this communication model is the the key aim of this research lied on AIDA individual’s transactions and purchases they model to progress and recommend a strategy executed. The prominence is usually given to for using social networking sites as advertising the credit of goods or services. Three key instrument for cottage and minor industries in stages of communications are involved in Pakistan therefore; only cottage industries and digital marketing; create the existence of minor businesses will be covered and goods and services, increasing good benefited through the scope of this study. relationships and importance given to Moreover this study will open doors for other consumers (Rowley, 2002). Social media is not researchers to conduct in-depth studies on the only a source of attracting potential customers similar topics with other contextual variables if used optimistically, but it can also provide while taking varied and diverse societies of an efficient e-commerce platform for small the world having similar demographic issues business owners and entrepreneurs (Small and challenges. Business Trends, 2018) and in this situation, Literature Review AIDA model fits well in the digital marketing context. Marketing, Publicizing and Promotion through Social Networking Sites: There are huge gaps present with respect to the cottage and minor businesses using social The word marketing is not new to the business media strategically in Pakistan. Therefore this world. This has been used to advertise and study is timely to give awareness to those promote the products or services everywhere. people who are unaware of the strength of However, the use of the medium and means social media and using the medium are changing with the change of perceptions, strategically and can raise their earnings and demands, and approaches of people around profits for better living standards and the world. The development of marketing
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communications from print to electronic and directly interact with them about the product from electronic to social media in cyberspace or services (Reyneke, Pitt, & Berthon, 2011). give them enough opportunity to shop online The loyal customers and consumers of specific through various online shopping websites. brands also aid commercial companies to set Consumers have a great opportunity to shop up novel businesses and encourage them as online but also gain info and online materials well. Their comments, blogs, tweets and while using social networking sites. They can reviewing comments and so on also play a easily make decisions before making any vital role in enhancing the growth and purchases. The trend shows that customers popularizing their products or services trust their social media contacts and friends on through word-of-mouth promoting the advertisements exhibited by commercial techniques. These techniques are very companies (Woodcock & Green, 2010). important and valuable for minor businesses Business organizations use strategies and to make ground for their products and instruments to bring significant changes services. The organizations keep on checking through social media and disseminate and get feedbacks through blogs, tweets, information regarding their services or comments on their social media page about products. The studies of Mangold and Faulds, their products or services (Reyneke, Pitt, & (2009), state that marketing through social Berthon, 2011). These activities help them to networking sites is the combination of old- improve their services and the quality of their style features and aspects used by business products. Relations with consumers and organizations. They use IMC (integrated customers provide chances to the small marketing instruments) to converse with the organizations to utilize social networking sites consumers. In word of mouth, the consumers as the best instrumental option for promoting talk about each other experiences and in this and advertising plans (Reyneke et al., 2011). scenario, the advertising managers have no Though many minor organizations still command over the content of certain info and struggling and trying hard to approach their materials. targeted consumers and customers efficiently (Small Business Trends, 2011). There are attractive forums present on social Several of them are still not aware of the scope media where the interaction with different and potential of social networking sites in people is very easy and simple. People share publicizing and promoting businesses. their experiences, share videos, related jokes, comments, etc. these sharing of information, According to the studies conducted by experiences, videos, and jokes play a vital role the Khan, et al. 2017, concluded that out of five in building perceptions of the customers and small business organizations only one do not consumers towards products or services. The have plans and strategies to use social media shared information thus has great impact on as marketing instruments. Proper plans and product presentation, performance and marketing strategies play a vital role to ensure building up branding (Woodcock & Green, the effectiveness of using social networking 2010). Various types and sizes of sites (Khan, et al. 2017). Business people, who organizations used social media instruments wanted to build their brand name and as marketing instruments (Birkner, 2011). As understand the digital marketing concept compared to other communication through social media, need to apply some instruments, social media provide consumers strategy to flourish more (SMB Group, and customers the right opportunity to shop 2018) and AIDA model can play an important for cost-effective products with great role in formulating strategies for small efficiency. This allows social media to break businesses and entrepreneurs etc. to attract the the monopoly of larger business organizations customers and enhanced online shopping and give equal opportunity to the medium through social media (Small Business Trends, and minor organizations to flourish (Kaplan & 2018). These days approximately 80% of the Haenlein, 2010). people associated with small businesses use Facebook for marketing and promotional Moreover, social media websites (Facebook, strategies and one of the most popular Twitter, LinkedIn, etc.) provide opportunities medium and marketing instrument in the to their users to interact and follow their digital world today (Small Business Trends, favorite brands, business societies, and 2018). Social media is not only a source of communities forums where consumers
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attracting potential customers if used financial recession social networking sites optimistically, it can also provide an efficient emerged as cost-effective strategies tools for e-commerce platform for small business marketing and advertising. The use of social owners and entrepreneurs (Small Business networking sites for disseminating business Trends, 2018) and in this situation, the AIDA services or product information to consumers model fits well in digital marketing context. and customers is quick and rapid. In a short period of time, the business can be expanded Social networking, marketing, and preceding beyond boundaries around the world. researches Another set of researchers scrutinized the Around 3000 marketing managers were usage of social sites in extravagance included in a survey study of social fashionable brands and explain ways to networking sites and their use for the improve the equity of customers in business purposes of marketing and growth of (Kim and Ko, 2011). It was revealed that social businesses by Stelzner, (2013). The research networking sites play role in advertising by covered the areas related to the types of social exerting impact on customers and consumers networking, their advantages when used as equity so that they can incline to spend money marketing tools, time allocation, most popular to purchase. These are the important social sites among folks around the globe for development in order to build or enhance marketing and managers wanted to learn the customer’s equities towards any brand. It usage of social medium. The research became possible because of three main concluded that approx. ninety-seven percent reasons; of the participants using social sites to a) Being a publicizing tool social site is the publicize products and services. most popular and effective channel for Approximately eighty-six percent of organizations to publicize goods and facilities, participants agreed that social media play b) marketing with the help of social important part in the growth and expansion of networking sites are cost-effective, c) Client trade & industries. and brand parity can be established and Moreover, around eighty-eight percent of upgraded by publicizing and advertising. managers are keen to recognize the best and Commercial Marketing and the Application efficient technique to attach to their consumers of the AIDA Model and customers. Whereas sixty-nine percent of managers think and wanted to make plans to In 1898, AIDA model theory which is also maximize the use of YouTube more. It was known as the theory of communication was also revealed from the studies that only suggested by E. St. Elmo Lewis. Attention, minimal numbers of managers involved in Interest, Desire, and action is the full version using podcasting and that are only five of the AIDA acronym. The theoretical basis percent (Stelzner, 2013). The most popular was established after the life protection social networking sites selected by the business research which explains the basic managers were LinkedIn and Facebook. reasoning phases which are four in total. Among these 49 percent of managers choose These reasoning phases were the experience of Facebook as the most effective channel to a person who got a new notion or to purchase advertise whereas only 16 percent of a product (Michaelson & Stacks, 2011). The marketing managers voted in favor of researchers Barry and Howard explained the LinkedIn. It is also revealed during the study AIDA model as a quadrant stage method that most of the marketing managers doubted (Heath and Feldwick 2007). Initially, customer that Facebook is effective for marketing give attention then attracts with interest then products or services. The study further generating desire and in the end, takes action concluded that marketing managers would to purchase. This four-step model is effective like to know more about the main problems in assessing the marketing impact by including the use of appropriate strategy in regulating each step of mental conversion. order to encourage their goods or amenities This psychological transformation starts from through social media and that supports the viewing the ad till purchase being made notion of this study. (Kojima et al., 2010). The principle of the AIDA concept is still intact and is still In the studies of Kirtis and Karahan, 2011 it pertinent despite the model was introduced has been said that during world economic and
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centuries ago. In spite of today’s Explanation of product and services need to be communicative and collaborative world of provided to generate desire in customers to internet and developing social networking purchase online. In the final phase of action sites, the consumers continually anxious to where customers need to make purchases and gain complete knowledge about the products payments through an assimilated card system, or services they are interested in. On the basis online marketing, and promotional strategies of the information, they get about the are very helpful and supportive in whole of products/ services benefits and show prompt the process and so on. For generating desire to get those by fulfilling the criteria of awareness and drawing the attention of necessities, requirements, and interests in customers towards products and services order to buy or adopt other options for the advertising also play a vital role to spark same (Michaelson & Stacks, 2011). desire and interest before their minds and attitude trigger to take actions for purchases AIDA framework is applied to other products (Hoek and Gendall, 2003). Attention acquired or services and to the online facilities too by the AIDA framework by putting its (Ashcroft and Hoey, 2001). AIDA model has variants on the manuscript of advertising various stages to fulfill the complete action. permits it to apply on sponsorship activities as When the users exert their attention towards well. In earlier literature, it has been steadily any goods or services, the reasoning stage is discussed that as marketing activities, the achieved. This is the first stage of the process usage of the AIDA concept is extensive in of communiqué. In this process, the customers advertising as either traditional approaches or and consumers are looking for the existence of online. Though there are hardly any studies the products/ services. Secondly, there is a conducted that views the AIDA model level of affective where the customers and application in the perspective of publicizing consumers show their interest in a and promoting goods or services through product/service offered. In search to have the social media by minor business owners. This answer to what has been offered. This kind of research therefore acclimatizes the model to interest leads toward in order to buy the good outfit certain promotional and marketing or avail the facility. This leads to the level of strategies for the usage of social networking behavior in which action is completed and sites. customers and consumers utilize this service as an esteemed resource. The steps taken Methods: during the process of purchasing lied on the Approaches to Methodology AIDA model were the outlined values and were referred by the respondents. Another This study aims to conduct complete and researcher examined in his study that in online descriptive research of how strategically social marketing, the factor of capturing the networking sites can be utilized to market attention is somewhat weak Lagrosen (2005). products and services. In order to explore the As in traditional advertising and marketing, topic, a qualitative research method was used. customers visit the web pages of the This kind of extensive description with respect companies intentionally when browsing the to social media cannot be attained by internet and are very much minimal now. This quantitative research (Taylor and Bogdan type of problematic issue can be resolved by 1998). The use of social media and the putting banners on dominant social sites and instruments which were used by the minor can search through links of any pertinent business people and the situations they might portal. The strong feature of online advertising come across is complex and to give the in- and promotion is creating interest in depth description of these complex situations, consumers towards it. When the potential use of appropriate methodology will give a consumers browse the website of any manuscript of metaphors that involve organization, they get all the related individuals and their familiarities (Keegan, information and get attracted to the 2009). In order to collect data and information promotions and offers on the products and for developing strategies, this study used services. focus group and personal interviews to attain the required information. Furthermore, companies need to update and add new things continuously for those customers who visit the website regularly.
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Research Outline: networking sites as a promotion instrument strategically and these strategies based on the To provide clarity to the research study and AIDA model. The second stage associated ensure that the methodology adopted here with the methodology applied i.e. focus-group attains the desired outcome, a clear discussions and interviews in person. The description of the research outline is given participants of the focus group and below in table # 1: interviewees were approached to gather Table #1: Research Outline: valuable information about social networking sites and strategies grounded on the AIDA Research Researc Research Research model. The material gathered in stage two is Question h Aim Methodol Outcome vital for stage three where it works as an input ogy to develop a plan for utilizing social What is Develop Focus Strategy networking sites as an instrument of the a group and to promoting and advertising in small businesses suitable strategy personal provide (Table #2). strategy to interviews awarenes Research Analyses & Discussions in order provide s for to awarene using In stage two, the information gathered provide ss in social through discussions of focus-group and awarenes order to networki interviews. Participants for the focus groups s of using use ng sites and individual interviews were belonging to social social as 40 cottage and small industry’s owners, media as media as promotio entrepreneurs and directors of the middle- promotio marketi nal sized organizations. nal ng instrume Table #2: instrume strategy nt by nt in in minor minor Stages Model Outcomes Research minor industri industrie used Aims industry? es based s Developing on the strategy to concept Filling gap provide of and provide Literature awareness strategic reasoning of analysis for using applicati using AIDA social on of model in networking AIDA Pakistan sites as model Focus Group Strategy to marketing Source: Author provide instrument Discussions awareness with the The research study divided into three different & Personal for using help of stages on the basis of the mapping of research. interviews AIDA AIDA AIDA Those three stages are literature examination, model model on model in focus-group discussions, and personal Strategy social media Pakistan interviews and strategy development. To development as cover all the three stages, the research outline promotional was developed and this outline linked the instrument three stages of research with the theory used, results and aim. The analysis of literature Illustration# 1: Research Outline gives the awareness of the area of computer- Source: Author aided promotion on social networking sites. The outcome of this stage is the empathy of For various purposes focus group discussions the research gap and detailed explanation and have been used by the researchers in different reasoning of using the AIDA model. This of contexts and situations (Krueger & Mary, study tried to provide enough awareness and 2009). For personal interviews, snow-ball and understanding to the people associated with convenience methods were used in order to minor industries, how to utilize social save time and cost.
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Strategy Development: experiences, understandings, and perceptions shared will answer the investigation queries Now the third stage where the development of and attained the objective framed. The rules the strategy for minor businesses is the key for focus group and personal interviews were aim. In order to use social media as a developed for utilizing social networking sites promotional and publicizing instrument, the as a marketing instrument on two features i.e. analysis of literature and the information on the profile of the participants and the collected through focus-group and personal strategy lied on the model of AIDA modules. interviews, the strategy was developed. The strategy (which lies on the components of the Participant’s Demographics Illustration: AIDA model), helps and provides assistance The 20 contributors of focus group and 100 to the minor business owners, entrepreneurs, individuals of personal interviews were etc. on how to utilize social sites strategically mostly the entrepreneurs, owners of minor as an instrument for marketing. The AIDA companies and directors of middle-sized model components which can be used for organizations working at key managerial. social networking are grasping attention, Ages range to approx. in between 30-45 years. generate interest, instigate desire and finally For personal interviews, participants and enabled the customers in stimulating to take focus group members were selected on the decisions in order to fulfill their desire. basis of their experiences and they were using Research Instruments: social media for their businesses for not less than 3 years (Table# 3).Individual interviews The information gathered in focus group and were also conducted from 30 participants who personal interviews were on the basis of their were not using social media. These experiences, perceptions, and understanding participants were selected on the basis of about using social networking sites as a running different minor businesses in varied promotional instrument. A guideline was areas of Sindh, Pakistan to inquire about the provided to all participants of the focus group reasons for not using social networking sites to in order to carry on the discussion strictly promote their businesses (Table# 4). systematically and manageable way. The
Table #3 Age Participants associated to the types of Type of Designations/ No. of years businesses organization positions of using Social Media Beauty accessories and fashion clothing, Minor Owners of the 30-45 beauty parlors, boutiques ( men, women organizations, 3-7 years years & kids wear), , Denim jeans, sportswear Entrepreneurs, and accessories, baking, home cooking, Social Media kitchen accessories, lingerie, school and Specialists and travelling bags. Directors etc. Demographics illustration of the participants Source: Author Table #4 Age Participants associated to the types of Type of Designations/ No. of years businesses organization positions of using Social Media Beauty accessories and beauty parlors, Minor Owners of the None 30-45 fast food stalls, fruits and vegetable shops, organizations, years Tiffin service, , vehicle washing, tea Entrepreneurs, shops, mechanical works, Electronic Social Media repairing services, Chat houses, bakeries, Specialists and pharmacy stores, tailor shops. Directors etc. Demographics illustration of the participants Source: Author
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Usage of business strategy on social participant who is selling kids accessories and networking sites: clothing via Facebook continues by saying that consumers now have many options like they Nowadays it is easier to attract possible or have plenty of options available online and retain current customers towards good they can easily compare each item online as products or services through lively marketing well as in shops too. One of the lady and promotional offers. These can be possible participants who sell home-made cakes and by utilizing social networking sites as the main cupcakes via Facebook argued that channel of disseminating related information. “information about company, products or Social media provides enough platforms to services, promotional offers, and prices need everyone who knows the magic of social to be stated clearly on the company’s websites media. These viewpoints shared by the focus- or on social media ads so that customer will group participants and individuals of personal ascertain not only about the credibility of the interviews. They further added that there is a company. However, they know more about range of ways through which people can sell the product and services.” their services and goods very easily. The ways range from a traditional approach like through television, radio, newspapers, magazines, etc. The rest of the participants agreed on this and contemporary approach includes emails, note. Several participants suggested websites and the usage of different social advertising newly goods or facilities networking sites, etc. The participant working immediately to build interest of the customers as Denim jeans retailer claimed that social and once their interest is developed, many networking in business generate trust and measures can be put in place to entertain them build brand awareness. “If we utilize the social with some special discounts, and presale media platform smartly we can easily capture services. All participants agreed on making the consumer’s interests that will help in the ordering process simple and payment making brand popular”, the other added. mode need to be easier and secured in order to The other participant further explained that encourage the customers to do hassle-free there is no match of the level of awareness and shopping online. They also recommended that understanding about brands and quality it is of great need that social media give plenty goods and services before and after the of payment options to the customers so that introduction of social media into the retail they can easily purchase through their businesses. The level of awareness and convenient mode of payment. understanding is much elevated and The summary of using social networking consumers and customers these days are now sites for strategic business marketing is become very clever in choosing and given below Table # 5; purchasing any services or products. The other
Table # 5: Amalgamation Process of Strategy for using Social Media as Promotion & Marketing Instrument based on the Four AIDA modules:
• Market the products or services on social networking sites such as daraz.pk, yayvo.com, Kaymu.pk, sheops.com, int.sentimentsexpress.com, www.aliexpress.com etc. • Follow and join as many social groups and companies on social media • Tag people, friends, contacts, etc. Attraction • Create controversies of your products and services to grab attention so that people talk about your company and products/ services. • Use referrals to reach public and potential buyers. • Send emails and instant messages to cover large pool of people • Create cross linkages and advertise on collaborators websites (affiliate marketing) • Disseminate the highlighted features in such a way that customers believe that it is a necessity. • Put clear information need to be provided regarding products/
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services and company description and other key features, and Interest contact details etc. • Put catchy images with different angles of the products or services if appropriate. • Update the websites information, images and promotional offers timely • If anything new is coming, advertise and tweet everywhere on the social media. • In order to spark the desire and willingness to buy, give discounts, free offers, additional discounts on purchase of two/three items, free gifts early birds etc. Desire • Always give optimistic approach towards the need, and desire of the customer so presale strategic offers are good to use. • Frequently update the wall of social media with something new and fresh. • Observe the comments, complaints, and feedback from the followers, customers etc. and reply quickly. • Make the ordering process simple and easy to understand for everyone. • Information about orders and payments options need to be provided Action very clear. • Payment modes should be kept easy and simple. • Ensure the secured mode of payment s on your side. This will increase the trust and credibility of your company. • Give them the choices of delivery as well, so that customers will pick their feasible option. (Delivery at home/ delivery to office address/ delivery to some nearest pickup point/ self-pick up etc. Source: Author
4.0 Conclusion and Recommendations: businesses. It is also very crucial to be innovative, competitive and accept every The key focuses of this study is to develop and challenge constantly to run businesses and raise awareness about social networking sites maximize profits and these are the highlight of and its strategic usage in order to provide both this research study. the experimental and conceptual perceptions among the people living in remote areas and The usage of social networking sites for are associated with minor businesses. In terms strategic marketing is apparent and has a of the experiment, the suggested marketing significantly optimistic impact on small strategy for social networking sites can be business entrepreneurs and obliquely on appropriate to minor industries in order to financial and economic progression. ensure that they will get effective and Moreover, the research revealed that social improvised outcomes. This study not only media is the most budget operative in running provides awareness but also enabled small businesses for all whoever wanted to enter business owners to apply the designed into the mainstream of business regardless the strategies for marketing their products and size of their businesses. Therefore small services. In this context, it also aids to ease the business entrepreneurs get benefited with the entrepreneurs as well to practice more use of marketing strategies on social media effectively and efficiently in using social media because it is easy to hit the targeted audiences as a mode of marketing and promotional anywhere in the world, simple to display ads strategies. This, in turn, can help the small with a minimal cost, instant way of reaching a business entrepreneurs to tremble hands with large pool of potential customers, can marketing strategies through novel media influence customers to make purchasing revolt. For small businesses and decisions and is way ahead cost effective in entrepreneurs, social media and the internet comparison to traditional marketing and are becoming mandatory and unavoidable advertising. Hence in many ways it supports ingredients nowadays to sell and run the previous studies, their outcomes and
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findings in using the social media for business media strategically and its influential purposes (Kirtis and Karahan, 2011; Birkner capabilities among the people who are (2011; Hoek and Gendall (2003) and playing associated with the cottage industries and effective role in relationship marketing minor businesses. Most of them do not even services and after-sale related issues as well. have the basic education and hardly attended any schools or high-schools. Therefore these In the conceptual context, this research people do not even know the exact worth of extends the ways in order to provide their products and merchandizers taking awareness of applying the AIDA model advantage of their illiteracy and lack of strategically in small businesses through social awareness and making huge profits and sites for promotion and advertising. The money for themselves only. However, if more outcome of this research exhibits that this studies would be conducted in the same model certainly be used pragmatically in perspective with different backgrounds and strategizing marketing and advertising style then it will contribute greatly in order to activities for small businesses and educate people on utilizing social media entrepreneurs and this can be done by strategically and with the amalgamation of utilizing social media. The outcomes support AIDA model. Furthermore, it also helps them the studies and recommendations given by in providing awareness and countless insights many researchers such as (Reyneke et al., 2011; of using social media strategically and the Lagrosen 2005; Ashcroft and Hoey, 2001; Hoek AIDA model as one of their core tools of and Gendall, 2003; and Woodcock and Green, marketing and advertises their products and 2010) and awareness to build a concept of services to flourish their minor businesses and digital marketing for effective utilization of make them fly to the zenith. social media (SMB Group, 2018). According to their investigation, the AIDA model and its Further, it is also suggested that the developed components are helpful and have practical strategy needs to be executed to examine the relevance in the context of their usage through relevancy and applicability and more research social media. Some of them added that the studies are required to augment its computer interceded as instruments and have applicability and relevancy in other capabilities for becoming effective marketing topographical and ecological settings having operative weapon for the commercial the same kind of issues and problems. companies. Furthermore, the prime focus of this study was on the AIDA model as a fundamental Irrespective of the conclusions, the study has concept. Therefore focusing on other some recommendations as well. It is highly philosophies, concepts, models and theories recommended that the government, social for the purpose of marketing, goods and actors, political, influential and elected people services can be considered for the of these remote areas need to exert their key dependability of the model and need to be focus toward increasing the literacy rate and enhanced further in the future. education. Education will lift their awareness and consciousness are that help them avoid References: people who are buying their goods for Ashcroft, L. & Hoey, C. (2001). PR, nominal prices and resell them in the open marketing and the Internet: Implications and international markets at huge prices. for information professionals. Library Therefore proper counseling needs to be Management, 22 (1/2), 68-74. provided appropriately to the minor business Berthon, P., Ewing, M.T., & Napoli, J. owners so that they will utilize all the (2008). Brand management in small to available means and medium to promote and medium-sized enterprises. Journal of Small market their products and services. Business Management, 46 (1), 27-45. 4.1 Limitations of the study: Birkner, C.(2011). Sharing the Love. During this current study, the author comes Marketing News, 45(3), 11-12. across several limitations, however, the Gilmore, A., Carson, D., & Grant, K. biggest and worrisome is the illiteracy and absence of basic knowledge and awareness (2001).SME marketing in practice. Marketing Intelligence & Planning, 19 (1), 6- about the current businesses trends, scope, demand and usage of technology and social 11.
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