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Literature review 11
- 1. UAE automotive companies are missing to target UAE college students through using social media
- 2. 1 | P a g e Contents Literature review ................................................................................................................................2 References .........................................................................................................................................3
- 3. 2 | P a g e Literature review For this literature review a research work of former research has been taken, who has done research on similar subject. The research work was done at University of Amsterdam by Svetoslava Nikolova Nikolova, under supervision of Frank Slisser and the title of the dissertation is “The effectiveness of social media in the formation of positive brand attitude for different users”. And according to the dissertation, the modern age is age of information as in 21st century the information technology has advances substantially and the information technologies has brought real changes in the society. Furthermore, the development of social media and its usages is the latest phenomenon in this matter. The social media and its effect on the consumers is the main issue of this dissertation study. As per the author the social media has positive effect on the consumers and social media marketing plays vital role in influencing the customers and their buying behavior (Nikolova Nikolova, 2013). Therefore, it is a very important media, where the business organizations can do their important marketing activities. Several contemporary business organizations like Dell and Sony efficiently used the social media as a marketing tools and experience direct increase in their sales. Sony declares that only via twitter the company earned extra $1.6 million sales. Furthermore, Dell declares that the company earned extra $3 million sale due to their twitter account. It shows the power of social media.
- 4. 3 | P a g e References Nikolova Nikolova, S. (2013). The effectiveness of social media in the formation of positive brand attitude for different users (Phd). University of Amsterdam.