Social Media as a Marketing Tool

Date of Award


Degree Type

Archival Copy

First Advisor

Brandon Hendrix


No longer thought of as merely a trend or fad, social media has become an integral part of doing good business. Public relations, customer service, and marketing especially benefit from this immediate means of mass communication. Benefiting from social media as a marketing tool is not limited to simply one industry or the highest grossing corporations; when utilized correctly, can improve brand awareness, customer perceptions and relationships, and help companies of all sizes to reach their marketing and sales goals. The purpose of this study is to analyze the best practices for using social media as a marketing tool for small businesses versus large corporations, personal and celebrity branding purposes, and direct sales companies, along with the honesty, influence, and relevance of paid or sponsored content, and finally, the perceived persuasiveness of social media as a marketing tool when compared to traditional word-of-mouth.

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