The Impact of the Application of Algorithms in Social Media Marketing on Society

Research Article
Open access

The Impact of the Application of Algorithms in Social Media Marketing on Society

Xinwei Wang 1*
  • 1 University of Westminster    
  • *corresponding author wangxinwei910@gmail.com
Published on 14 September 2023 | https://doi.org/10.54254/2753-7048/9/20230319
LNEP Vol.9
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-915371-99-7
ISBN (Online): 978-1-83558-000-4

Abstract

As algorithms have evolved, they have been heavily used in social media, and more brands are using them as an effective tool for social media marketing. The use of algorithms in social media marketing has become increasingly prevalent as brands seek to maximize their impact and reach on these platforms. However, there has been a growing concern over the impact of algorithms on society, including issues such as filter bubbles, echo chambers, and algorithmic bias. This research is important as it seeks to provide insights into the social impact of algorithmic applications in social media marketing. The findings could be useful to both brands and consumers, enabling them to make more informed decisions about their use of algorithms in social media marketing. This research aims to investigate the social impact of the use of algorithms in social media marketing. The study collected 135 samples through a qualitative research method using a questionnaire for social media users. The collected data was analyzed to derive both positive and negative impacts of algorithmic applications in social media marketing on society. The application of algorithms on social media can affect society due to efficient marketing and enhanced access to information. However, it can also have negative impacts on society, for example, potential for manipulation, loss of privacy, reinforcement of stereotypes and biases, and amplification of harmful content. And the paper builds on previous research on the subject of algorithms and social media by exploring their potential impact in more depth. By doing so, the study intends to enable both brands and consumers to effectively avoid its negative effects.

Keywords:

algorithms, social media marketing, social media, cyber security, marketing strategy

Wang,X. (2023). The Impact of the Application of Algorithms in Social Media Marketing on Society. Lecture Notes in Education Psychology and Public Media,9,424-431.
Export citation

References

[1]. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. DOI: https://doi.org/10.1016/j.bushor.2011.01.005.

[2]. Sashi, C.M. (2012), "Customer engagement, buyer‐seller relationships, and social media", Management Decision, 50(2), 253-272. DOI: https://doi.org/10.1108/00251741211203551.

[3]. Mager, A. (2018). Algorithmic ideology: How capitalist society shapes search engines. Information, Communication & Society, 21(1), 1-17. DOI: https://doi.org/10.1080/1369118X.2012.676056.

[4]. Gill, P., Stewart, K., Treasure, E. et al. (2008). Methods of data collection in qualitative research: interviews and focus groups. Br Dent J 204, 291–295. DOI: https://doi.org/10.1038/bdj.2008.192.

[5]. Ricci, L., Lanfranchi, J. B., Lemetayer, F., Rotonda, C., Guillemin, F., Coste, J., & Spitz, E. (2019). Qualitative methods used to generate questionnaire items: a systematic review. Qualitative health research, 29(1), 149-156.

[6]. Agung, N. F. A., & Darma, G. S. (2019). Opportunities and challenges of Instagram algorithm in improving competitive advantage. International Journal of Innovative Science and Research Technology, 4(1), 743-747.

[7]. E. Arrigo. (2018). “Social media marketing in luxury brands: A systematic literature review and implications for management research,” Manag. Res. Rev., 41(6), 657–679.

[8]. Jeong, & Coyle, E. (2014). What Are You Worrying About on Facebook and Twitter? An Empirical Investigation of Young Social Network Site Users’ Privacy Perceptions and Behaviors. Journal of Interactive Advertising., 14(2), 51–59. DOI: https://doi.org/10.1080/15252019.2014.930678.

[9]. Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. (2019). Using social media to create engagement: A social marketing review. Journal of Social Marketing.

[10]. Reisach, U. (2021). The responsibility of social media in times of societal and political manipulation. European Journal of Operational Research, 291(3), 906-917.

[11]. Fast, N. J., & Jago, A. S. (2020). Privacy matters… or does it? Algorithms, rationalization, and the erosion of concern for privacy. Current opinion in psychology, 31, 44-48.

[12]. Schroeder, J. E. (2021). Reinscribing gender: social media, algorithms, bias. Journal of Marketing Management, 37(3-4), 376-378.

[13]. Oxford English Dictionary, “clickbait, n.”, 2016. Retrieved 9 August, 2018, from http://www.oed.com/view/Entry/37263110.

[14]. Zhang, C., & Clough, P. D. (2020). Investigating Clickbait in Chinese social media: A study of wechat. Online Social Networks and Media, 19, 100095. DOI: https://doi.org/10.1016/j.osnem.2020.100095.

Cite this article

Wang,X. (2023). The Impact of the Application of Algorithms in Social Media Marketing on Society. Lecture Notes in Education Psychology and Public Media,9,424-431.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About volume

Volume title: Proceedings of the International Conference on Social Psychology and Humanity Studies

ISBN：978-1-915371-99-7(Print) / 978-1-83558-000-4(Online)
Editor：Faisalabad Matilde Lafuente-Lechuga, Muhammad Idrees
Conference website: https://www.icsphs.org/
Conference date: 24 April 2023
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.9
ISSN：2753-7048(Print) / 2753-7056(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).

References

[1]. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251. DOI: https://doi.org/10.1016/j.bushor.2011.01.005.

[2]. Sashi, C.M. (2012), "Customer engagement, buyer‐seller relationships, and social media", Management Decision, 50(2), 253-272. DOI: https://doi.org/10.1108/00251741211203551.

[3]. Mager, A. (2018). Algorithmic ideology: How capitalist society shapes search engines. Information, Communication & Society, 21(1), 1-17. DOI: https://doi.org/10.1080/1369118X.2012.676056.

[4]. Gill, P., Stewart, K., Treasure, E. et al. (2008). Methods of data collection in qualitative research: interviews and focus groups. Br Dent J 204, 291–295. DOI: https://doi.org/10.1038/bdj.2008.192.

[5]. Ricci, L., Lanfranchi, J. B., Lemetayer, F., Rotonda, C., Guillemin, F., Coste, J., & Spitz, E. (2019). Qualitative methods used to generate questionnaire items: a systematic review. Qualitative health research, 29(1), 149-156.

[6]. Agung, N. F. A., & Darma, G. S. (2019). Opportunities and challenges of Instagram algorithm in improving competitive advantage. International Journal of Innovative Science and Research Technology, 4(1), 743-747.

[7]. E. Arrigo. (2018). “Social media marketing in luxury brands: A systematic literature review and implications for management research,” Manag. Res. Rev., 41(6), 657–679.

[8]. Jeong, & Coyle, E. (2014). What Are You Worrying About on Facebook and Twitter? An Empirical Investigation of Young Social Network Site Users’ Privacy Perceptions and Behaviors. Journal of Interactive Advertising., 14(2), 51–59. DOI: https://doi.org/10.1080/15252019.2014.930678.

[9]. Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. (2019). Using social media to create engagement: A social marketing review. Journal of Social Marketing.

[10]. Reisach, U. (2021). The responsibility of social media in times of societal and political manipulation. European Journal of Operational Research, 291(3), 906-917.

[11]. Fast, N. J., & Jago, A. S. (2020). Privacy matters… or does it? Algorithms, rationalization, and the erosion of concern for privacy. Current opinion in psychology, 31, 44-48.

[12]. Schroeder, J. E. (2021). Reinscribing gender: social media, algorithms, bias. Journal of Marketing Management, 37(3-4), 376-378.

[13]. Oxford English Dictionary, “clickbait, n.”, 2016. Retrieved 9 August, 2018, from http://www.oed.com/view/Entry/37263110.

[14]. Zhang, C., & Clough, P. D. (2020). Investigating Clickbait in Chinese social media: A study of wechat. Online Social Networks and Media, 19, 100095. DOI: https://doi.org/10.1016/j.osnem.2020.100095.

For authors
Guide for authors Policies for authors Aims and scope Subscription Open access policy
For editors
Policies for editors Editorial board
For reviewers
Policies for reviewers Privacy policy

Cookies are used by this site.
Copyright © 2024 EWA Publishing, its licensors, and contributors. All rights reserved, including text and data mining, AI training, and similar technologies.