INDIVIDUAL ESAY NGUYEN TRAN HAI BANG AEn T122WSB 06 WSU21000260

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Nguyễn Trần Hải Băng

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Academic English
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WSU21000260

AEn-T122WSB-6

Gabriel Ryan

ASSIGNMENT DETAILS

The role of social media in new product marketing
Title:
Length
Due
Date
:
date:
11/4/2022
submitted:
11/4/2022
Home campus (where you are
enrolled):
Western Sydney Vietnam campus
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I hold a copy of this assignment if the original is lost or damaged.

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I hereby certify that no part of this assignment or product has been copied from any other
student’s work or from any other source except where due acknowledgement is made in the
assignment.

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I hereby certify that no part of this assignment or product has been submitted by me in
another (previous or current) assessment, except where appropriately referenced, and
with prior permission from the Lecturer / Tutor / Unit Coordinator for this unit.

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No part of the assignment/product has been written/produced for me by any other
person except where collaboration has been authorised by the Lecturer / Tutor /Unit
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I am aware that this work will be reproduced and submitted to plagiarism detection software
programs for the purpose of detecting possible plagiarism (which may retain a copy on
its database for future plagiarism checking).

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Student’s
signature:

Nguyen Tran Hai Bang

Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above
declaration has not been signed.

In the technology era, social networks are developing over the decades and gradually
become an indispensable part of people’s daily life. According to Dentzel (2014), after work or
class, people use their mobile devices to stay online anytime, anywhere instead of spending
hours staring at computer screens. It serves to communicate, study, work as well as entertain
people. More specifically in business, it plays an important role in helping businesses promote

new products and bring products closer to customers. The following essay will discuss three
roles of social media in bringing products to market including providing necessary information
about new products, making a good impression on customers, and increasing awareness of new
products.

Firstly, providing product information to customers is extremely necessary to promote
new products most effectively, and this is the role of social networks. It can be seen that the
speed of information transmission on social media is high, so posting details of new items on
these networks helps companies popularize products and find the right customers through
interactions. According to How and Why Some Issues Spread Fast in Social Media (n.d.), the
rapid rate of content delivery on social network sites is more dramatic than in other traditional
transmissions. Moreover, social networks are places for businesses to interact and deliver
information directly to customers because this media has high traffic. They have been utilized to
facilitate communications and interactions between customers and businesses, and it is widely
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regarded as a powerful tool for influencing customers' purchasing decisions and loyalty (Vu et
al., 2021). Specifically, since its launch in Vietnam, the Samsung smartphone brand has amassed
a sizable market share and has implemented several social media platforms to keep in touch with
its consumers. However, it is understandable that negative information about businesses will also
be spread quickly and directly to their consumers as well as significantly affect the reputation of
the business. Lovering (2019) stated that this is a burden for many businesses because social
networks are a large place where everyone can participate and see product information, so it is
difficult for businesses to control negative opinions or even defamation about their products.
Admittedly, these risks cannot be avoided, but if the product quality is good, this information
will be minimized. Besides, directly contacting customers who have had a negative experience

can help improve this issue. To sum up, social networks play a major role in providing product
information, but product quality is always at the forefront to determine the development of
businesses.

Secondly, good online customer care service helps to leave a good view of products to
customers. In retail, customer service plays an important role which always has great advantages
for the enterprise. In detail, acting on feedback is the way to keep their wants to afford the
company's products. For instance, Adobe is one of the greatest companies in customer service by
always responding to customers' complaints before they happen. Moreover, posts with engaging
content and vivid photos are factors affecting consumers' purchasing decisions. Social media is
the shortest way to impress potential clients. By sharing the posts to their profile on social sites,
the audience building and website traffic will be more attractive to the customers and the
opportunities of affording products will be higher. For example, Tiffany & co's Instagram site
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which has more than 10 million followers posted its new collection on the site and it moved the
audience into the brand's storytelling and modern visuals. However, similar companies or
product lines cannot avoid being copied. Therefore, to avoid these cases, the marketing
department must come up with unique and novel ideas according to the customer trends that they
target. In 2012, for example, ClickTale plagiarized the design and copy of a competitor's website
(CrazyEgg). In short, advertising on social networks has the risk of being duplicated, so to attract
and leave a good impression in the hearts of customers, a marketing strategy on social networks
should be special and unique.

Thirdly, social media has always been the premier in information transmitting to increase
customers’ awareness of new items. Therefore, most companies would pay a massive amount of

money to invest in advertising via social media to increase their new products' awareness. In an
effort to spread awareness effectively, Algorithms of advertising are used on social media to give
recommendations in line with customers' demands. For example, Facebook or Twitter might put
posts from your closest friends and family front-and-center in your feed because those are the
accounts you interact with most often. Chances are you’ve been recommended videos to watch
on YouTube. This is again based on your behavior, digging into what you’ve watched in the past
and what users like yourself are watching. Elements such as categories, #tags, and keywords also
factor into recommended content on any given network. Another method to raise brand
recognition and products awareness is to post short advertising videos created by influencers on
social networks. As people spend more time on social media, they’re also likely to spend at least
some of that time interacting with influencers. According to a May 2020 GlobalWebIndex
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survey, 96% of US and UK consumers who followed influencers were engaging with them more
or to the same extent as before the coronavirus outbreak. It is argued that advertising algorithms
still have gender and race discrimination. Latanya Sweeney, a computer science professor,
investigated the role of race in Google adverts. She searched for common African-American
names and took note of the advertisements that displayed alongside the results. Ads offering to
research prospective arrest records were more likely to appear when searching for blacksounding names. However, according to the research by NIM-Nuremberg Institute for Market
Decisions (2021), after digging through social media algorithms, this study found that they are
not gender-biased as such, but that the economic forces that govern them can lead to
unintendedly unequal results. In brief, Advertising algorithms and interesting social media videos
can increase customer awareness of branded products, but there are certain risks to these
algorithms.

In conclusion, social network is an advertising platform that plays an important role in

brand building and development. All three roles of providing product information, creating
impressive product images and raising awareness of new products have been directed towards
the purpose of bringing new products to customers in the general market. Although there are still
risks that cannot be completely overcome, social networks are always an essential tool in
businesses' business. Therefore, investment in advertising on social networks is extremely
necessary, especially in promoting new products.

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REFERENCE LIST
Data Transmission: What Is It? Everything You Need to Know. (2021, January 29). CDNetworks.
/>Redirect Notice. (n.d.). Www.google.com. Retrieved April 10, 2022, from
/>Intelligence, I. (2021, July 27). Influencer Marketing: Social media influencer market stats and
research for 2021. Insider Intelligence.
/>Adobe Publicly Apologizes About its Customer Service | CreativePro Network. (2009, August
28). />7 Examples of good customer service practices. (2019, August). Qualtrics.
/>Dentzel, Z. (2014). How the Internet Has Changed Everyday Life. OpenMind.
/>Why Copying Your Competitors is Ruining Your Content Marketing Strategy. (n.d.). Social
Media Today. />NIM - Nuremberg Institute for Market Decisions. (2021). Algorithm-Based Advertising:
Unintended Effects and the Tricky Business of Mitigating Adverse Outcomes. [online]
Available at: />NGUYEN TRAN HAI BANG
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issues/dark-sides-digital-marketing/algorithm-based-advertising-unintended-effects-andtricky-business-mitigating-adverse.

Vu, T., Quynh, T., Thi, V., & Jönköping, P. (2021). The Impact of Social Media Marketing on
Brand Loyalty Case Study of Samsung Smartphones in Vietnam. />Lovering, C. (2019). Negative Effects of Social Media on Business. Chron.com.
/>
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