You should critically evaluate theory (literature) and demonstrate application to your project of, theories, frameworks and principles, drawn from a range of relevant and appropriately referenced academic and practitioner literature.

Assignment Brief

Literature Review – 3000 words (+/or-10%)

Literature Review

Potential Associated Literature Review Topic

• Some aspect of Marketing / Digital Strategy (e.g Social Media)

You must demonstrate wide reading from a range of sources.

Managing and referencing the information

How to structure your literature review

A framework or structure for your literature review with headings and sub-headings should emerge as you read, make notes, evaluate and summarise the information found.

Your review of the literature may be:

1. A stand-alone literature review.
2. Part of the introduction to your work.
3. Embedded in the discussion within each chapter of a dissertation or thesis.

Every piece of research is unique, but a literature review should be carefully structured and would usually contain:

• Introduction – outlining the range of your research and explaining how your review is organised.
• Main body – discussing the sources and will be more extensive than a list of publications.
• Conclusion/Recommendations – summary of your main arguments and conclusions, and recommendations for potential further research.

Sample Answer

Literature Review: The Role of Social Media in Digital Marketing Strategy

1. Introduction

In today`s digital era, social media has become a central pillar of digital marketing strategies across industries. With billions of users actively engaging on platforms such as Instagram, Facebook, TikTok, and LinkedIn, businesses are increasingly leveraging these platforms for brand building, customer engagement, market research, and direct sales. This literature review critically evaluates academic theories, digital frameworks, and practitioner insights on the strategic role of social media in digital marketing. It explores the evolution of social media marketing, identifies key success factors, and highlights the emerging challenges that shape strategic decisions. The review is structured into thematic sections covering foundational theories, consumer behaviour, engagement strategies, content marketing, analytics, and ethical considerations.

2. Theoretical Foundations of Social Media Marketing

The application of traditional marketing theory to digital and social platforms provides a conceptual base for understanding how businesses adapt their strategies. The 4Ps of Marketing (McCarthy, 1960) have evolved into 7Ps (Booms & Bitner, 1981) to accommodate service-driven strategies, now often applied in digital environments. Scholars like Chaffey and Ellis-Chadwick (2019) suggest that the Digital Marketing Funnel has replaced the linear customer journey model, aligning with platforms` real-time feedback and content sharing.

Network Theory (Wellman, 1988) also contributes significantly to understanding how users are influenced through peer recommendations and social graphs, while Diffusion of Innovation (Rogers, 2003) explains how products or content go viral through social media.

3. Consumer Behaviour and Social Media

Consumers interact with brands differently online. Kaplan and Haenlein (2010) define social media as a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, allowing users to create and exchange content. Solomon et al. (2016) point out that social media has shifted power to consumers, giving them control over how they engage with and influence brands.

The Consumer Decision Journey by Court et al. (2009) has been reframed in digital contexts, emphasising the importance of brand touchpoints on social media. Similarly, Trust Theory (Gefen et al., 2003) is applied to explore how authenticity and transparency on platforms affect consumer decisions.

4. Engagement and Content Strategy

Engagement is central to successful digital strategies. Brodie et al. (2013) describe customer engagement as interactive, co-creative experiences between the customer and the brand. Engagement includes likes, shares, comments, and direct messages, all of which signal consumer interest.

Content Marketing Theory (Pulizzi, 2012) underpins the practice of creating relevant, valuable content to attract and retain audiences. High-performing content strategies involve storytelling (Fog et al., 2005), visual appeal (Keller, 2009), and platform-specific trends (e.g., reels on Instagram, duets on TikTok).

5. Social Media Platforms as Strategic Tools

Different platforms serve unique strategic purposes. For instance:

• LinkedIn is critical for B2B relationship-building and employer branding (Leonardi et al., 2013).

• Instagram enables visual storytelling and influencer collaboration (Djafarova & Rushworth, 2017).

• TikTok leverages algorithm-driven content delivery for viral reach (Montag et al., 2021).

The Platform Ecosystem Framework (Tiwana, 2013) suggests that organisations need to adapt strategy according to the technological and cultural environment of each platform.

Continued...