Internet, social media and mobile phones : evolving by time : a study of the impact of technology on society and its usefulness

Abstract

Research Purpose : The aim of this research is to identify the effects that social media and the internet have on individuals and companies. We will also get a better understanding on how organizations use social media to reach their target audience, how consumers are influenced by the ever-growing influence of the internet and how small companies which make very little use of, or don’t have an online presence are coping with this competitive disadvantage. The research will also make a contrast between social media platforms and traditional marketing media. Research Questions and Methodology : Questionnaires and face to face interviews were used to help gather primary data from marketing managers of different companies. The data is examined and assessed together with the secondary data so that the research questions are answered. General Findings : From the data gathered, the findings show that social media is heavily being used in Malta. Companies are making more use of social media platforms to reach a wider audience and to market their products and services. Small companies who don’t have an online presence should also start making use of social media if they want to start achieving their company goals. Traditional marketing media is also on the decline as companies are opting to use social media since it has a wider reach and is more cost effective. Suggestions From the data gathered one can see that companies who are implementing social media in their marketing strategy are achieving their business goals, are making profits and are gaining a competitive advantage over competitors. Implications The findings are based on the sample size that was used and not the whole population. To have a more accurate finding, future studies will need a larger sample size. Conclusions : Having a good knowledge based on which social media platform is most popular, will help understand what future trends will be and help companies implement a better marketing strategy.