The final outcome of the journal shows that social media marketing is a significant tool that has the capacity to drive trust and intimacy in the consumer market place. Long term relationship is promoted by social media marketing as it allows companies to easily communicate and associate with their potential consumers.
The journals recognise that the consumers are able to develop their trust and intimacy with the brands when they are able to provide their feedback about the products and services of the company. Their views and suggestions about the product experience and post sales services of the company could be easily provided in the comment sections of the social media networking sites like Facebook, Twitter or YouTube. Therefore, social media sites are potential with subject to promotional mix in the marketing tool. Consumer engagement is also encouraged through social media marketing, as it allows companies to provide additional value for the customers (TONȚ et al., 2015). Social media marketing further assists companies to optimise indirect and direct experience of the consumers by satisfying their emotional and physical needs with the products. Thus, with the assistance of communication prospect in the social media networking sites, the companies are able to establish long term relationship with the customers.
The journal Social Media as a Marketing Tool: A Literature Review by Paquette (2013) stated that online marketers could enhance their awareness by engaging their customers in the social media websites. The journal finds out that consumers are associated with online shopping decisions and promotions in the social networking sites. The author identifies that social networking sites like Facebook and Twitter are effective mode of advertising as it provides information to ensure that online retailers reach to their specific target market. The online retailers use the social media networking sites as a platform to associate with their target consumer segment. They could provide necessary information to the consumers in the social networking sites and enhance their brand awareness.