Ophelia And Hamlet Comparison Essay - 929 Words

When it comes to Ophelia and Gertrude they can be completely different but in some aspects they are completely similar. In this Essay I am going to explain my reasoning behind Ophelia and Gertrude’s connections. Ophelia is a very strange character, masked behind her good looks and charm she is an innocent and sweet girl who loves life. This is a good thing but is also bad. Due to her father realizing this it causes conflict between her father, Polonius and Hamlet. Polonius thinks young Hamlet wants one thing and causes a disturbance in the story. Just like young Ophelia, Gertrude is sought out to be a sweet woman who has her son’s best interest in mind. She is a sweet woman that feels an immense amount of guilt when her son Hamlet calls†¦show more content†¦A slave that is not twentieth part the tithe of your precedent lord; a vice of kings; A cutpurse of the empire and the rule, Thad rom a shelf the precious diadem stole And put it in his pocket!† (Act 3, Scene 4, Line 2492). Hamlet in this quote is explaining how selfish his mom is acting when it comes to her outlooks on relationship and how she negatively affected his father. He was explaining how his dad would feel if he was able to be there and tell them. However just like Gertrude, Ophelia is just as bad when it comes to selfishness. She states â€Å"There’s Rosemary, that’s for remembrance. Pray you, love, remember. And there is a pansy, that’s for thoughts. † (act 4, Scene 5, Line 3053). This was right before she went mad and ended up drowning herself. In this situation she was being selfish and doing something that she thought was best for her not even thinking about anyone else and there possible reaction to her suicide.Another characteristic that Ophelia and Gertrude have are that they both take part in what a â€Å"superior† tells them. In all cases of this book it ends up being a man. For Gertrude it was a queen and for her this was h er weakness. Just like Ophelia the man ends up being there weakness. In Gertrude’s case she ends up marrying Hamlets Uncle and submits to what he says the majority of the time until Hamlet starts getting through to her. For example Gertrude tells poor Hamlet, â€Å"O Hamlet, thou hast cleft my heart in twain.† (Act 3Show MoreRelated Hamlet Essay: Comparison of Gertrude and Ophelia3265 Words   |  14 PagesHamlet – a Comparison of Gertrude and Ophelia      Ã‚  Ã‚   Even though at opposite ends of the courtly society in the halls of Elsinore, the characters of Gertrude and Ophelia in Shakespeare’s Hamlet have much in common. This essay intends to explore that commonality.    Howard Felperin in his essay â€Å"O’erdoing Termagant† illustrates one point of similarity between these two female characters – they are both recipients of Hamlet’s ill-will. Here he describes Hamlet’s verbal attack on GertrudeRead More Shakespeares Hamlet - Comparison of Gertrude and Ophelia Essay3031 Words   |  13 PagesHamlet -- Comparison of Gertrude and Ophelia      Ã‚  Ã‚   Gertrude and Ophelia occupy the leading roles for females in the Shakespearean drama Hamlet. As women they share many things in common: attitudes from others, shallow or simple minds and outlooks, etc. This essay will delve into what they have in common. The protagonist’s negative attitude toward both women is an obvious starting point. John Dover Wilson explains in What Happens in Hamlet how the prince holds both of the women in disgust:Read More Shakespeares Hamlet - The Reality of Appearances Essay1284 Words   |  6 PagesThe Reality of Appearances in Hamlet   Ã‚  Ã‚  Ã‚   Within Hamlet the notion of appearances (through apparitions and mental afflictions) lies in direct dichotomy of reality.   This becomes evident through both plot and character.   The continual demise in Hamlet’s mental state is an important issue which leads us to question his actions and motives within the play.   In this essay I shall be attempting to elucidate how the reality of appearances is a central theme.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The plays plot is fullRead More Reality, Illusion, Appearance, and Deception in Shakespeares Hamlet1279 Words   |  6 PagesReality, Illusion, Appearance, and Deception in Shakespeares Hamlet   Ã‚  Ã‚  Ã‚   As appearances play an important role in todays society, so they also play an important role in William Shakespeares play Hamlet. From the first scene to the last, Shakespeare elaborates on the theme of appearance versus reality through plot and character.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The plays plot is full of incidents and events that are not what they appear to be. One such incident is Ophelias ambiguous death. When,Read More Reality and Illusion in Shakespeares Hamlet - Appearance and Reality1313 Words   |  6 PagesAppearance and Reality in Hamlet    In today’s society, appearance is everything. What brand do you wear? What hairstyle do you have? What color is your skin? Are you fat? Are you â€Å"cool†? However, appearances are often deceiving, and sometimes first impressions are anything but accurate. The deceptive quality of appearance plays a major role in Shakespeare’s play Hamlet. Throughout the entire play, Shakespeare addresses the theme of appearance versus reality through plot and characterizationRead MoreFeminism in both Hamlet and Lady Oracle Essay1179 Words   |  5 PagesThe literary works, Hamlet and Lady Oracle, chart both the life’s course of their main characters and underline the protagonist’s trajectory in some decisive moments of their existence, when both of them, Hamlet and Joan Foster, need to take some decisions which may change their destinies. In this brief essay I will try to point out similarities and differences between these two stories taking into consideration a feminist approach. First and foremost I would like to mention what do I mean byRead More Reality and Illusion in Shakespeares Hamlet - Appearance versus Reality1078 Words   |  5 PagesAppearance versus Reality in Hamlet      Ã‚   Shakespeares play, Hamlet, is a tale of a young prince who must ascertain the truth regarding his fathers death. Throughout the play, the fundamental theme of appearance versus reality is constant. The majority of the main characters hide behind veils of lies and deceptions, obscuring the truth to the point that nearly nothing of their actual selves are visible. The labyrinth of deception is so twisted that only Hamlet is aware of the truth, and onlyRead More Hamlet: Branaghs Ophelia and Showalters Representing Ophelia1989 Words   |  8 PagesHamlet: Branaghs Ophelia and Showalters Representing Ophelia      Ã‚  Ã‚   Ophelia falls to the floor, her screams contrasting eerily with the song pieces she uses as her speech.   In an instant she is writhing and thrusting her pelvis in such a gross sexual manner that it becomes clear that, in his film interpretation of William Shakespeares Hamlet, Kenneth Branagh wants to imply a strong relationship between female insanity and female sexuality.   Such a relationship is exactly what Elaine ShowalterRead MoreHamlet the Indecisive Academic1511 Words   |  7 PagesHamlet is the first of Shakespeare’s major tragedies; it had its first performance around 1601 and is the most often performed of Shakespeare’s plays. It is written in verse, in this case unrhymed iambic pentameter, and prose, how we speak every day. When reading this play it does seem as though it is one very long poem, which isn’t surprising as about 27% of it is written in verse. This essay will look at Hamlet’s soliloquy in act 2 scene 2 and at his state of mind at this point of the play andRead More Reality and Illusion in Shakespeares Hamlet - Appearance versus Reality1608 Words   |  7 PagesAppearance versus Reality in Hamlet      Ã‚  Ã‚  Ã‚   Appearance versus reality is one of the central themes of Shakespeares play, Hamlet. The characters in the play assume roles for the purpose of concealment - Claudius, in reality a murderer and usurper, plays the roles of grieving brother and rightful king; the adulterous Gertrude plays the role of a most seeming-virtuous queen when she is, in her sons view, a most pernicious woman. Even Hamlet himself assumes the role of a madman in his attempt

Domestic Violence Essay - 2404 Words

In what ways is femininity significant in women’s experiences of violence? Discuss, referring to at least 10 academic books/articles in your response. Domestic violence has become an important issue investigated by sociologists in recent years. The heart of the debate concerns identifying risk factors, causes and correlates of this behavior. There are a variety of different focal points when studying this behavior. Domestic violence still remains a big problem in society as it has significant social costs. Feminist sociologists contend that the issues of gender and power are the ultimate root of intimate violence (Dobash amp; Dobash 1979). Other approaches that focus on the sociology of family suggest that patriarchy is just a small†¦show more content†¦The first, Common couple violence is where violence arises over a specific row where one or both partners lash out at the other, in a series of empirical papers Johnson suggests that CCV is not as likely to escalate over time compared with other forms of domestic violence. Intimate terrorism is another type and is where violence is consistently used in a pattern of contro l and has shown to be more likely to escalate over time. This type is also more likely to consist of emotional abuse. Violence resistance, sometimes simply referred to as self defence. Johnson (2000) found that violent resistance was almost entirely perpetrated by women. This type of violence has the least research on it’s nature. When studying domestic violence it is easy to just overlook the type of violent behavior that women experience as domestic violence is a general term covering a variety of different actions. Looking at the different categories of violence in the home it’s clear that there are types that are much more frequent towards women in comparison to men. This is why identifying the type of violence is important when trying to identify causes of the behavior because it can be specifically broken down to be examined. There is a lot of literature that claims to show the symmetry of partner violence if not more common from women, which leads readers of suc h literature to believe men and women are equally abusive. However Johnson (2000) suggests that when looking at such studies, a vastShow MoreRelated Domestic Violence Essay1590 Words   |  7 Pageskinds of domestic violence that not many people know but they have the same importance. In this essay I intent to give a definition of domestic violence and explain the main kinds of abuses.I will also suggest some possible solutions to diminish or to eliminate this problem and I will show some domestic indicators. I intend to argue some unhelpful behaviours and to finish I will discuss the effects of domestic violence in children. The term family violence includes all forms of violence within familiesRead MoreEssay On Domestic Violence871 Words   |  4 PagesDomestic Violence Essay Domestic violence refers to violence, abuse and intimidation between people who are or have been in an intimate relationship. The perpetrator uses violence to control and dominate the other person. This causes fear, physical harm and/or psychological harm. Domestic violence is a violation of human rights, (the White Ribbon Australia). The domestic violence abuse includes sexual, verbal, physical, emotional, financial and psychological abuse. This essay will focus on the sociologicalRead MoreDomestic Violence Essay1297 Words   |  6 PagesDomestic Violence Sandy Ojeda BSHS/302 April 30, 2012 Karen Miner Domestic Violence People who live together trust one another. Children trust parents to love them not to hurt them and give the economic support as well as the emotional support to grow up, in a romantic relationship a women should be able to trust the man she is with as well as man should be able to trust the women she is with. One thing that breaks trust in these relationships is abuse. Abuse Abuse varies in every relationshipRead MoreDomestic Violence Essay1988 Words   |  8 PagesDomestic Violence - Final Research Paper Alysia Rodgers PSY 325: Statistics for the Behavioral amp; Social Sciences Dr. Andrew Edelman July 10th, 2011 I. Introduction to Domestic Violence Many people in this world suffer from domestic violence. It is an evil that harms the core of the human race. From very young children, to older people, the generations are affected by its plague. The most difficult part about domestic violence is theRead MoreDomestic Violence Essay4463 Words   |  18 Pagestheories have important implications how to understand the problem (Sampson, 2006). â€Å"An ecological perspective conceptualizes violence as a complex problem rooted in the interactions among various factors at the individual, family and community/societal levels of an individual’s environment (WHO, 2002). Learned helplessness has been applied to domestic violence and battered women cases, due to the frame of mind that women are limited to, as well as to answer questions such as why women willRead MoreDomestic Violence Essay3216 Words   |  13 PagesDomestic Violence Domestic violence is a problem which continues to plague the nation, but through stricter law enforcement, improved hospital reporting technique, nationwide education and counseling, this problem can be reduced. Domestic violence has many names; family violence, battering, wife beating, and domestic abuse. All these terms refer to the same thing, abuse by a marital, common law, or a dating partner in an intimate relationship. Domestic violence is not limited to physicalRead MoreEssay Domestic Violence2426 Words   |  10 PagesThe practice of violence is prevalent throughout the world and millions of people die every year because of violence. One of the most pervasive forms of violence is domestic violence (Heise et al., 1994) (Koenig et al., 2003), which is hampering the harmony of communities, families and even individuals. Millions of families and homes have been and are being destroyed every year because of domestic violence. There are many forms of domestic violence such as violence against spouses, women, men, childrenRead More Effects of Domestic Violence Essay533 Words   |  3 PagesThousands of homes have been breached by domestic violence, separating many families over the past years. The confrontational battle between spouses, former spouses, and children has been a hot topic to major media sources. Thousands of women are beaten by their husbands every year, and reports aren’t nearly as close to the incidents that occur. A lot of people wonder what the definite reason is for household abuse. Blog sites have argued the fact of this blazing topic for years, and it continuesRead More Domestic Violence in Society Essay1058 Words   |  5 Pages The Womens Aid federation defines domestic violence as the physical, psychological, sexual or financial violence that takes place within a family type or an intimate relationship, and forms a pattern of coercive and controlling behaviour. It may involve partners, ex-partners or other relatives. Though the more common view of domestic violence is that it is the behaviour of some disturbed sick individuals. However sociologists have questioned this, saying thatRead MoreWhat is Domestic Violence? Essay1573 Words   |  7 PagesViolence is not a new thing, for centuries human beings have been violent one towards another. We as humans have to deal with different types of violence in every day life and some types of violence that we may experience are; child abuse, spousal abuse or domestic violence, violence directed towards elderly, sexual assault and harassment, professional misconduct, teen violence, murder is a act of violence, stalking in some way may be classified as type of violence. It is in human nature to do

Globalization and Total Quality Management †Myassignmenthelp.Com

Question: Discuss About the Globalization and Total Quality Management? Answer: Introduction With globalization, organizations have expanded in different parts of the world. The large companies in the world like Google, Coca-Cola, Microsoft, Amazon have their presence in almost every country. With globalization, the consumers can get the products and services from domestic and international organizations. One of the main objectives for organizations is to ensure that the quality of products and services is not compromised amidst globalization. Birrell Healy (2016) argued that Globalization is important for every country because every country individually cannot produce everything by itself. and for that, they have to depend on other countries as well. Australia is seen as a wealthy country that furthermore gets its pay through dealing with a record, media interchanges and amassing. From the beginning of the country has set a more prominent measure of an emphasis on charges as opposed to gathering things, which has extended Australia's terms of trade on the world stage by vi rtue of rising product costs (Talib, 2013). Australia has more imports goods items than export goods item and Australia imports the goods items from the other Asia-pacific countries which are almost over two hundred fifty-one billion US dollars. The objective of this paper is to discuss the influence of globalization on the function of quality management in workplaces. The paper would also discuss the role of key stakeholders like customers, employers, managers, and business partners, etc. Globalization is not a procedure of the goods, administration. It is vital advances which will be imparted at around organizations around the world. It will be those business trade setting off looking into between the nearby organization and for other nationality organization (Hampson, 2014). Here separated starting with the organization social factors need aid also perceiving changed in the entire development of the globalization (Talib, 2013). The expansion of organizations in global world has increased quality considerations for organizations. There is an interesting debate around the quality considerations and responsibility of organizations in global world and international market. The changing nature of Quality Management in the current workplace can be discussed as: Changing nature of quality management in the current workplace Without the forces of globalization, organizations were expected to manage the internal quality only. That was the time when organizations have limited control and considerations for suppliers. The organizations used to have basic quality management tools in place. They key quality management tools used by organizations were check sheet, control charts, pareto chart etc. With the expansion of organizations in different parts, there has been a push towards total quality management. Today, the large organizations like Dell, Toyota, etc. use Total Quality Management tools like six-sigma, Kanban etc. to measure and monitor the quality within the organizations (ONeill Sohal, 2016). In fact, it would be correct to say that the focus of the organizations is to establish quality as a culture within the organization. Another trend in the current workplace or the changing nature of quality management is the use of Information Technology. Gone are the days when businesses survive without havin g their dedicated IT policy. Today, when the inflow of data has increased so much, it is not possible to store and manage the huge data without using IT. Also, in these times of cost cutting where pressures are everywhere to improve productivity, IT helps in streamlining the business processes and helps the firm to cut down on costs (Gimenez-Espin Jimnez-Jimnez, 2013). The fundamental focus on quality management matches with the objective of improved productivity and cost cutting. The use of Information Technology as a part of quality management initiatives enables organizations to achieve this objective. The evolved tools of quality management like agile management approach is also used most often by service based organizations. The benefit of using agile approach over traditional development approaches is organizations will be able to see the return on investment faster. Infrastructure requirement also need to be taken care. The changing and evolving nature of total quality management coupled with Information Technology has also seen the penetration and increased use of QR codes. QR codes are everywhere. If we are reading the magazine, eating something, travelling anywhere, the possibility of spotting a QR code will be everywhere. No matter what item you buy, you will see the QR codes on the packaging. QR codes are simple 2 dimensional codes, which can easily disseminate the information and are platform independent and also cheaper. Another major trend is the use of integrate Information Technology systems like ERP systems (Delic Radlovacki, 2014). The only word of caution with ERP systems is that the implementation should be effective. ERP projects are quite complex and expensive as multiple parties and stakeholders are involved. There have been numerous cases documented that shows how disastrous the implementation project became for the organization. It is very important to analyze the role of key stakeholders with respect to total quality management in global perspective. The role of key stakeholders can be discussed as: Role of key stakeholders One of the benefits of globalization is that, with globalization, the developing countries like India and China have got a strong push to increase their GDP (Khanam Siddiqui, 2016). With globalization, the quality of life in both developed and developing countries has improved. The role of key stakeholders on coping with the changing nature of quality management in workplace can be discussed as: Role of Customers It can be said that customers are one of the most important stakeholders for quality management initiatives. It is important that customers must realize the changing nature of quality management and the evolution of total quality management principles (Talib, 2013). Role of Employees It is expected that employees would contribute fully towards quality management initiatives. It is expected that employees would focus on innovation to develop a quality management culture. Dell is no exception, as is any large organization in the elaboration stage. The management of Dell agrees that by allowing employees to think and act outside the bureaucratic boundaries, that Dell will potentially see more creativity and innovation from their employees in quality management area (Gimenez-Espin Jimnez-Jimnez, 2013). Total Quality Management is a system of management based on the principle that every member of staff must be committed to maintaining high standards of work in every aspect of a company's operations. Role of Governments It is expected that government would provide a platform where organizations can link quality management initiatives with sustainable development. The government should create the group of individuals that would help the government to increase the reach of these programs across the country (Khanam Siddiqui, 2016). Role of managers and leaders The managers and leaders are the one who would be eventually responsible to establish the culture of total quality management. Role of business partners The key business parts would include suppliers, manufacturers and partner firms. It is important that organizations should communicate the quality management principles and objectives to partner organizations also. For example, Toyota is a big name when it comes to practicing total quality management principles. It is expected that Toyota would communicate its culture and focus on quality to all the partners like its suppliers with whom it works with (Delic Radlovacki, 2014). Organizational culture It would be correct to say that organizational culture is the key for quality management initiatives. The steps or the initiatives of quality management would be implemented effectively only when organizations have a strong culture in place. It is expected that organizational culture would be more integrated and open so that all the stakeholders can work together to achieve the goals of quality management (ONeill Sohal, 2016). Conclusion The above paper discusses that; today, the focus of the organizations is more on Total Quality Management tools like six-sigma, Kanban, etc. There has also been an increase in the use of Information Technology to manage the quality within the workplace. It is expected that quality management objectives would be achieved with an integrated approach among all the stakeholders like employees, suppliers, government and customers. References Birrell, B. and Healy, E., 2016. Globalization, Immigration Policy, and Youth Employment in Australia. InCreating Social Cohesion in an Interdependent World(pp. 263-280). Palgrave Macmillan US. Delic, M., Radlovacki, V., Kamberovic, B., Maksimovic, R. and Pecujlija, M., 2014. Examining relationships between quality management and organisational performance in transitional economies.Total Quality Management Business Excellence,25(3-4), pp.367-382. Gimenez-Espin, J.A., Jimnez-Jimnez, D. and Martnez-Costa, M., 2013. Organizational culture for total quality management.Total Quality Management Business Excellence,24(5-6), pp.678-692. Hampson, I., 2014. Between control and consensus: globalization and Australia's enigmatic corporatism.The Global Economy, National States and the Regulation of Labour, p.138. Khanam, S., Siddiqui, J. and Talib, F., 2016. Role of information technology in total quality management: a literature review. ONeill, P., Sohal, A. and Teng, C.W., 2016. Quality management approaches and their impact on firms? financial performanceAn Australian study.International Journal of Production Economics,171, pp.381-393. Talib, F., 2013. An overview of total quality management: understanding the fundamentals in service organization.Browser Download This Paper.

Influence of Social Media in the Marketing Strategy-Free-Samples

Question: Discuss about the role and influence of social media in the marketing strategy of modern corporations. Answer: Introduction Digitalisation has substantially increased the number of social media users in past decade; people use these sites to communicate and share with their family and friends. The increasing popularity of social media sites attracts corporations, and they started using these websites to connect with their customers, advertise their products and collect feedback on their products. Modern organisations incorporate social media model into their marketing strategy due to its numerous benefits such as larger audience, lower cost, increase in sales, ease in research and many others. Along with benefits, there are several drawbacks of using social media for marketing such as vulnerability to hacking, harassment, lack of measurement methods and many others. Still, most of the corporations use social media for marketing because it provides a new and better platform for companies to show their potential and connect with their customers. This report will focus on analysing the role and influence of social media in the marketing strategy of modern corporations. Further, the report will evaluate various merits and drawbacks of using social media for marketing and provide suggestions for companies in order to increase the effectiveness of their social media marketing strategy Project Objective Primary goal of this report focuses on performing a literature review on the influence and role of social media websites in the marketing policies of enterprises and on the companys performance. The report will take the example of Starbucks Corporation to understand impact and role of social sites in marketing strategy. The secondary objective of the report is to understand various rewards and shortcomings that a corporation has for using social media sites as advertisement tool. Project Scope The report will understand the role of social media from the perspective of Starbucks Corporations marketing strategy. The report will evaluate theories of experts on the similar topic and analyse the perspective of various firms to evaluate the influence and impact of social media sites. The report will also include merits and shortcoming face by corporations for implementing social media advertisement policy into their marketing approach Literature Review Due to digitalisation, the popularity of the internet and online service has grown globally; people access these facilities directly through their smartphones or computers. Social media sites become substantially popular in past decade because of the ease of internet access through smartphones. According to Mangold and Faulds (2009), online social websites are the online platforms on which users can create their account and connect with other people. These sites are internet-based platforms that assist people in communicating and sharing with their family, friends, and colleagues. The social media users are growing rapidly with the popularity of smartphones; in 2017, the social media users in 2.46 billion and by 2021 it is expected to grow by 3.02 billion (Figure 1). Keitzmann et al. (2011) stated that the popularity of social media sites attracted firs, and they started using them to interact and connect with their consumers. The number of corporations on social media is grown as we ll; in the United States, more than 88 percent of the companies use social media for interacting with their customers which means 9 out of 10 companies uses social media (Bennett, 2014). The corporations use social media for various business activities such as recruitment, collecting feedback, interacting with customers, marketing, conducting market research and many others. The ease of social media provides a large platform to companies, and they can use it to their advantage. For example, using social media for recruitment procedure assist companies in reaching global talent and assess them without any additional cost. Henderson and Bowley (2010) mentioned that modern corporations hire people from all around the world, and they use services such as Skype, Facebook, and Google Hangouts to connect with them and conduct the interview. It reduces the cost of advertising for recruitment because interested candidates can directly connect with the company, and they can give an interview without actually visiting the company. According to Paquette (2013), the company can also use a social media platform to interact with the customer and collect their feedback on their prod ucts. The feedback collected by company from the customers can assist in improving the quality and usability of their existing product. According to Tuten and Solomon (2017), organisations such as Starbucks understand the role and potential of social media in marketing, and they utilise it to their advantage. Starbucks is an American coffee house corporation which was founded in 1971; the company operates in more than 26 thousand locations globally. The primary benefit of using social media sites for marketing is that it provides a wider reach to the company which is not available in any other mode of marketing. For example, televisions and radios have a limited range and companies can use them to connect with the local audience; the company can broadcast their advertisement on global channels, but it substantially increases the cost. Using billboards for marketing have limited scope since only local and people passing by the billboard can see the advertisement. All these problems did not exist in social media marketing because the internet is a global platform. Internet provides an open platform to people that can be accessed by anyone from anywhere; it is also a larger platform with billions of active daily users. The companies can use this platform to broadcast or display their advertisement to a broader audience. Starbucks has more than 37 million likes, 11.9 million followers and 15.8 million fans on social media sites such as Facebook, Twitter and Instagram respectively. As per Gallaugher and Ransbotham (2010), the company can use social media websites to promote and advertise their products directly to more than 64.7 million people that are also interested in their products. The reach of social media sites is wider than television or radio since it includes people from different age group. The companies can also use social media marketing to target specific demographic for which they offer their products or services. The research conducted by LaMontagne (2015) provides that 18 to 34 years age group people are more likely to follow the brand on social media for various reasons such as to gain incentives or offers because their friends, family or colleagues follow and for any other reason. York (2017) conducted a study on various social media sites and divided them based on demographics; the companies can use these studies to implement an effective social media strategy. For example, on Facebook, there are more female active users than male and 18-29 and 30-49 age groups are the most active. Chua and Banerjee (2013) stated that Starbucks target demographic includes these people; therefore, they have the highest followers on Facebook than compared to other social media sites. The company uses this platform to their advantage since they remain most active of Facebook and use it to market their products. As per York (2010), using this strategy assist in increasing the sales of Starbucks and it also increases its number of customers since people are more likely to buy Starbucks coffee if they see it in their social media timeline; they see their friends or family trying it or a celebrity they like. Starbucks is popular among a number of celebrities, and people post their picture along with Starbucks coffee which increases the sale of the company. Taylor Swift, Miley Cyrus, Kim Kardashian, and Katy Perry are some of the celebrities who like Starbuckss drinks. These celebrities have huge social media following which assists in increasing following and sales of Starbucks. Many celebrities such as Vanessa Hudgens, Selena Gomez, and Hilary Duff, have uploaded their pictures along with Starbucks drinks on social media which help in celebrity endorsement without paying any cost by the company and it is only possible on social media sites (Jones, 2017). Saravanakuman and SuganthaLakshmi (2012) provided that when compared to traditional methods, social media marketing is easier and affordable way to advertise companys products. Conventional advertisement source such as television, radio, or billboard requires a considerably high cost of investment, and they also have a limited audience. Whereas, in social media marketing, the cost is comparably lower and it provides exposure to larger audience (Figure 3). Social media sites, such as Google Plus, Facebook, Instagram, and Twitter, charge money to display or show advertisement on their sites or to specific users but as compared to traditional methods it are far better. Glesson (2012) contributed an article in Forbes comparing television and digital marketing; the research provided that companies spend more on an online advertisement than offline marketing. People show more trust on online advertisements than compared to television marketing, and they are more likely to buy a product onl ine than offline (Figure 2). Kaur (2016) stated that social media platform provide the opportunity of free marketing to companies which is not available on any other platform. For example, creating a social media account is free, and any corporation can create its social media profile on multiple sites. The interest customers who prefer the brand follow them over different social media account which increases the following of company on social sites. The firm then directly advertise to its audience without paying money to social media sites for displaying its advertisement. For example, Starbucks post on its social media sites that they are launching a new drink and did not have to pay for such post and it reaches their target audience. As per Hanna, Rohm and Crittenden (2011), the launch of new products on social media sites has become increasingly popular, and companies do that to increase hype for their product. On social media sites, companies can easily track their order and see how many people have seen it and clicked on it, but, in traditional marketing, this option is not available. Hoffman and Fodor (2010), the corporation can track its audience and set their marketing strategy based on such information. The social media sites also provide a platform to firms for conducting market research in order to improve their marketing strategy. Many companies conduct a survey on its followers and ask their opinion and suggestions to improve their products. It is easier to conduct an online survey than an offline, and it also provides a larger audience to the companies. Many companies conduct a poll on social media sites asking their follower about which new product they want to see next and follower can easily vote in such poll. Based on its results, the corporation can implement its future development and marketing strategies. As per De Vries and Leeflang (2012), the popularity of mobile applications and internet-based services also assist in increasing the role and impact of social media sites in marketing strategy. The popularity of internet of things devices assist p eople in accessing their social media account through various devices and companies can use these new platforms to make creative marketing strategies. Along with numerous advantages, there are several disadvantages of social media marketing as well; modern companies have to deal with these issues while using online platforms to display their advertisement. One of the primary drawbacks of using social media strategy is the vulnerability to cyber-attack. As per McGuire and Dowling (2013), using social media sites require companies to upload their data to online servers and connect with online platforms which increase the risk of cyber-attack. The rate of cybercrimes is increasing along with the popularity of social media sites, and hackers target large companies social media account to gain an unfair advantage. In past years, there have been several attacks on social media accounts of large corporations which show the risk of using social media marketing strategy. For example, attack on Ashley Madison leaked personal information of 30 million users; the data breach on Apples cloud service iCloud resulted in leaking more than 500 pers onal photos of celebrities (Maddaus, 2017). The accounts of HBO, Sony, Home Depot, eBay and JP Morgan, have also been attacked and hackers leaked the personal data and sensitive files of companies. In 2013, the breach of Yahoos database is considered as one of the biggest data breaches in the history by experts who affected more than 3 billion people (Haselton, 2017). The rate of cybercrimes is growing rapidly, and it increases the risk for companies to use social media for marketing (Figure 4). Using social media marketing also include various insider threats that may result in decreasing companys market reputation. For example, social media sites are 24*7, and corporations also have to interact with their customer all the time, any human error or activity of the user can be detrimental for the corporation. As per Okazaki and Taylor (2013), employees can upload deleterious comment or post on social media sites that may offend followers or public. The insider threat also increases the risk of cybercrime; the attack on Morgan S tanley is a good example in which the hackers gain access to companys online data through inside help. In 2016, IBM conducted a study on cybercrimes which provide that more than 60 percent of the attacks are caused due to insider threats (IBM, 2016). Using social media strategy for marketing also includes the risk of hidden costs that increase the overall marketing budget of a firm. For example, to protect the online account from cyber-attacks, corporation have to invest heavily in security software. The research of Gartner provided that global spending on social media security has increased up to $90 billion in 2017 and by 2020, it is estimated to reach $113 billion (Gartner, 2017). Social media sites provide a larger audience but reaching specific demographic has become difficult for companies because a large number of firms use these services. According to Mainiero and Jones (2013), the company faces harassment on social media sites because anyone can post anything on online platforms which increase the risk of mental problems in employees. Only the large corporations are able to use social media for their marketing strategy effectively, but smaller companies have to invest heavily in order to increase their online followers. Many people also consider social media sites as time waste which increases peoples addiction on internet services; therefore, it also has a negative image in between people. Organisations can assess their market and implement an effective social media marketing strategy to gain a competitive advantage over its competitor. Following suggestions can be implemented by companies to avoid the risk of social media and increase their profitability. The companies which are using social media marketing strategy should invest in online security software because cyber crimes are increasing rapidly and firms can lose all of its followers in case its social accounts are hacked. The corporations should not treat social media sites as any other traditional source of marketing because people have a voice on this platform, and they can ruin a companys reputation. Starbucks has implemented a subtle social media marketing strategy through which they focus more on customer interaction rather than advertising. Instead of posting a large number of advertisements, they upload photos of their customers or product which attract more followers. According to Hajli (2014), the company should also invest in the traditional source of marketing along with social media because many people did not prefer social media marketing (old age people), and they trust other sources of advertisements Conclusion In conclusion, it can be provided that popularity of social media sites is growing between companies, and they are started using social media for advertising their products and services to customers. Social media marketing provides various benefits to corporations such as larger audience, targeting specific demographics, recruitment option, conducting surveys, collecting feedback from customers and many others. Effective use and implementation of social media can benefit the company in increasing its sales and followers. Along with merits, there are several risks of using social media marketing strategy as well, such as vulnerability to hacking, hidden costs, insider threats, and reducing reputation. The companies can assess their market position and implement various strategies to improve their marketing strategy, for example, setting a specific budget for security, and subtle advertisements. The role and impact of social media sites are increasing in modern companys marketing strat egies, and corporations can use it effectively to gain a competitive advantage. References Bennett, S., 2014. 88% of Companies are Using Social Media for Marketing [STUDY]. [Online] AdWeek. 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