Influence of Technology on Brands

Networks of social media are unlocked for all, thereby giving a chance to businesses to
conduct their business activities with ease, i.e., following the actions of their consumers and
potential customers. Carrying on, it provides a platform for enterprises to advertise the products
and services that they offer. Advertising on these platforms is of very many different types which
some of them include the use of photo ads, video ads, stories ads, messenger ads, etc. Examples
of these platforms include Facebook, Instagram, Twitter, Tiktok, Pinterest, and LinkedIn
(Voorveld et al. 5). In addition, I care for this topic because studying it aids in tracking and
streamlining processes, maintaining the flow of data, and managing contacts and records of
employees. Some people consider using technology by brands to advertise on social media as a
lousy practice since brands depend merely on automation and are not ready to conduct other
simple work manually (Ampountolas et al. 10). Also, they consider issues of security threats
rising as a big problem with technology. Hackers have increased in large numbers who use
malware and other sorts of tactics to breach the IT systems of companies. Some people consider

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these issues as minor while others as significant and thus has led to many controversies.
Therefore, we will analyze and discuss how these platforms influence brands in promoting and
advertising their products on social media.

When it comes to promoting products offered by brands on social media, technology
comes as one factor that influences such activity. Technological advancements affect businesses
so that they are forced to adjust to remain relevant in today's business field. For them to change,
they must put a lot of factors into consideration to make it a success. When we talk of success,
we imply the message reaching the correct people in the right way or manner. Brands, therefore,
must always ask themselves a question like how are we going to promote the product? Who is
going to promote the product for us? When are we going to promote the product? And many
other questions. The first question of how the product will be announced is where technology is
considered (Garcia-Morales et al. 15). Brands think of the best technology to use, and that's how
they come to know how they will conduct the activity. The second question of who will promote
the brand is where they now think of people who influence many people. This is where people
like celebrities are involved because of their large celebrity networks. Public figures or
celebrities have a celebrity effect that can inform many people about a particular product through
different mediums on social media, television, or even traditional media within a short period.

With the help of technology, brands have used social media platforms to promote their
products. Most marketing activities for brands are done at ease through social media as a result
of technology. On the other hand, brands are typically influenced in one way or another by social
media. Advertising through social media has enabled brands to realize huge positive effects like
return on investment awareness and conversions (Gürhan-Canli et al. 8). Also, another positive

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influence of social media on brands is awareness of a product and a positive brand. According to
research by GlobalWebIndex, 40% and more digital consumers research new products and
brands on social media. As a result, an opportunity for a brand's product and name to shine is
created, provided that brands' information is seen as authentic and positive.

Technology has come up with modern advancements in technology that influence brands
when marketing their products on social media. These advancements have changed digital
marketing in a very positive manner (Rahman et al. 6). Some of them include data and analytics,
digital marketing, Disruptive MarTek, etc. These advancements have enabled brands to
efficiently market their products, connect with their customers, and even calculate their income
without so much strain.

Brands have been forced to raise their bars regarding what it means by good advertising
or marketing on social media. Technology has come up with social media platforms that brands
can use to deliver messages to consumers in the right and expected manner. Therefore,
technology has influenced brands such that it has forced them to know that giving a notice that is
right in a way that is compelling alone is not what good advertising entails, but also deliveri