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Journal articles on the topic 'Marketing on social media'

Author: Grafiati

Published: 24 June 2021

Last updated: 11 February 2022

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1

Kreutzer, Ralf T. "Social-Media-Guidelines – damit Social-Media-Marketing überzeugen kann." Der Betriebswirt: Volume 52, Issue 3 52, no. 3 (September 30, 2011): 15–21. http://dx.doi.org/10.3790/dbw.52.3.15.

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Social-Media-Marketing wird von vielen Unternehmen inzwischen als „notwendiges Muss“ angesehen, auch wenn heute noch kein genereller Konsens darüber besteht, was sich unter Social-Media-Marketing verbirgt. Deshalb werden zunächst die Inhalte der sogenannten „sozialen Medien“ wie auch des Social-Media-Marketings definiert und in ihrer Relevanz für Unternehmen verdeutlicht. Daran schließt sich die Fragestellung an, durch welche Guidelines ein Unternehmensengagement flankiert werden sollte, um durch Social-Media-Marketing erfolgreich zu handeln. Die Präsentation eines Social-Media-Hauses als Entwicklungs- und Implementierungskonzept rundet die Ausführungen ab. Social media marketing seems to be a must-have for many companies now. Yet there is no consensus about the definition of the key terms. Therefore the terms social media and social media marketing are defined first and there relevance for companies is clarified. This explanation is followed by the discussion of social media guidelines which are regarded as a prerequisite for successful social media marketing. A social media house is presented as helpful master plan for the development and implementation of social media marketing. Keywords: social media guidelines

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Krstić, Ana, and Biljana Đurđević. "Social media marketing." Marketing 48, no. 4 (2017): 254–60. http://dx.doi.org/10.5937/markt1704254k.

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Kaur, Ramandeep. "Social Media Marketing and Small Business." International Journal of Trend in Scientific Research and Development Volume-3, Issue-2 (February 28, 2019): 1051–53. http://dx.doi.org/10.31142/ijtsrd21501.

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4

Yamamoto, Hikaru. "Social Media and Marketing." Japan Marketing Journal 40, no. 4 (March 31, 2021): 3–5. http://dx.doi.org/10.7222/marketing.2021.014.

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Cader, Yoosuf, and Afraa Abdulla Al Tenaiji. "Social media marketing." International Journal of Social Entrepreneurship and Innovation 2, no. 6 (2013): 546. http://dx.doi.org/10.1504/ijsei.2013.059955.

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Venzke, Sven. "Social Media Marketing." Datenschutz und Datensicherheit - DuD 35, no. 6 (June 2011): 387–92. http://dx.doi.org/10.1007/s11623-011-0096-9.

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Sumitha R, Sumitha R., and Dr Resia Beegam.S. "Building Brand Loyalty Through Social Media Marketing." Paripex - Indian Journal Of Research 3, no. 7 (January 1, 2012): 1–2. http://dx.doi.org/10.15373/22501991/july2014/9.

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Barutcu, Suleyman, and Melda Tomas. "Sustainable Social Media Marketing and Measuring Effectiveness of Social Media Marketing." Journal of Internet Applications and Management 4, no. 1 (2013): 5–24. http://dx.doi.org/10.5505/iuyd.2013.69188.

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Řežab, Jan. "Social Media Marketing and Brands' Social Marketing Behavior." Central European Business Review 1, no. 1 (June 30, 2012): 49. http://dx.doi.org/10.18267/j.cebr.9.

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Tardin, Matheus, Anderson Soncini Pelissari, and Luiza Dazzi Braga. "Social Media Marketing Communication." International Journal for Innovation Education and Research 8, no. 6 (June 1, 2020): 441–57. http://dx.doi.org/10.31686/ijier.vol8.iss6.2438.

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The objective of this work is to evaluate the effects of firm generated content (FGC) and user generated content (UGC) on brand equity (BE) and on the consumer's purchase intention. To achieve it, the research methodological approach was quantitative, cross-section survey type. Data collection was carried out by an online survey, and 322 valid responses were obtained. The proposed model was analyzed using the Structural Equation Modeling method (PLS-SEM). The results show that both the firm generated content and the user generated content influence brand equity. The content generated by the company, however, has a greater effect and has greater power to explain brand equity than the content generated by the users. On the other hand, the direct effects of FGC and UGC on the intention to buy are not significant when the effect of brand equity is considered. Therefore, this research contributes to the theoretical framework of marketing, specifically in the areas of relationship and digital marketing, by being one of the first to assess the joint effects of the content generated by the brand and by the consumer on brand equity and purchase intention.

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Dorenda-Zaborowicz, Marta. "Marketing w social media." Nowe Media, no. 3 (December 1, 2012): 59. http://dx.doi.org/10.12775/nm.2012.003.

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Andreeva, K. V., and N. S. Ishmuhametov. "SOCIAL MEDIA MARKETING STRATEGY." Vector Economy, no. 12 (2020): 12. http://dx.doi.org/10.51691/2500-3666_2020_12_1.

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Joseph, Claire B. "Marketing with Social Media." Journal of Hospital Librarianship 21, no. 3 (July 3, 2021): 300. http://dx.doi.org/10.1080/15323269.2021.1942696.

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Szewczk, Agnieszka. "Internet marketing in social media." Zeszyty Naukowe Uniwersytetu Szczecińskiego. Studia Informatica 36 (2015): 119–33. http://dx.doi.org/10.18276/si.2015.36-09.

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Thackeray, Rosemary, Brad L. Neiger, and Heidi Keller. "Integrating Social Media and Social Marketing." Health Promotion Practice 13, no. 2 (March 2012): 165–68. http://dx.doi.org/10.1177/1524839911432009.

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Fahmi Al-Zyoud, Mohammad. "Social media marketing, functional branding strategy and intentional branding." Problems and Perspectives in Management 16, no. 3 (July 20, 2018): 102–16. http://dx.doi.org/10.21511/ppm.16(3).2018.09.

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It has been suggested that social media marketing may be inclined more towards functional branding than intentional branding. The present study empirically examined the relationship between social media marketing strategies, intentional branding and functional branding with a view to determining where social media marketing strategies are more strongly inclined towards intentional than functional branding. Quantitative data were collected from 133 participants from Jordan marketing departments using questionnaires and analyzed using SPSS. The results of the study confirmed the relationship between social media marketing strategies. However, results showed that social media marketing strategies are more strongly inclined towards intentional branding than functional branding suggesting that social media marketing strategies are oriented towards intentional branding. The study recommends examining the idea of intentional branding and its role in controlling the image of the brand among customers.

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Oh, Heiwon, Brenda Avila, and Jay Sang Ryu. "COTTON AWARENESS MARKETING: THE COMPARISON OF SOCIAL MEDIA MARKETING AND CONVENTIONAL MARKETINT." Global Fashion Management Conference 3, no. 3 (June 30, 2015): 338–41. http://dx.doi.org/10.15444/gfmc2015.03.03.03.

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18

Kudeshia, Chetna, and Arun Mittal. "Social Media." International Journal of Online Marketing 5, no. 2 (April 2015): 37–57. http://dx.doi.org/10.4018/ijom.2015040103.

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From Obama's success to the Arab spring, from Kolaveri Di in India to Gangnam style, social media is omnipresent. We no longer go to the news, news finds us; we no longer visit merchandise, merchandise find us; social media has shrunk the globe beyond imagination. Social media is based on the combined notion of influence and participation -.tools that synchronize their voice with the company's voice and that combined voice affects the next customer. The development of social media networks have made it feasible for the customers to speak to thousands of other customers concerning a particular brand or a company. This communication between one to several additionally referred to as word-of-mouth marketing, isn't new to marketing, but the distinction is that currently these communications are on the far side boundaries. With the growing effect of social media on consumer buying behavior, it becomes imperative for a business to understand the competitive advantages of assorted social media avenues across diverse markets. As the world of online marketing is continuously progressing, the marketers must understand how these changes may influence buyer practices, and consequently promotional programs and strategies. Choices on how and when to successfully use the traditional as well as the social media alternatives require careful thought and consideration. This paper aims to throw light on the recent social media marketing strategies and demonstrates how this platform of online networking helps organizations to captivate their clients in a finer manner, thus building a stronger relationship with them. Also the present paper offers significant understanding to the marketers in knowing the vital role social media marketing plays in the formation of a strong brand. The present paper is conceptual in nature, and through the intensive literature review identifies the latest social media practices being adopted by the 21st century marketers. The study is an endeavor to see how advertisers are utilizing social networking as a strategic tool for advancement. The study finds that enhanced presence and communication on various social media channels help the firms in creating a better brand image while reducing promotional budgets. The paper additionally indicates how the exceptional attributes of correspondence by means of online networking help organizations not only in building a superior connection with their customers but also in converting them into their brand advocates. Thus, these network platforms are helping the businesses to engage with the purchasers, influencing them, connecting with them and finally changing them into their evangelists.

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Sharmila, R., and M. Kavitha. "Effectiveness of social media marketing." Indian Journal of Public Health Research & Development 9, no. 11 (2018): 192. http://dx.doi.org/10.5958/0976-5506.2018.01450.x.

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Wirtz, Bernd W., and Marc Elsäßer. "Instrumente im Social Media Marketing." WiSt - Wirtschaftswissenschaftliches Studium 41, no. 10 (2012): 512–18. http://dx.doi.org/10.15358/0340-1650-2012-10-512.

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Wirtz, Bernd W., and Marc Elsäßer. "Prozess im Social Media Marketing." WiSt - Wirtschaftswissenschaftliches Studium 41, no. 11 (2012): 572–76. http://dx.doi.org/10.15358/0340-1650-2012-11-572.

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22

Hill, Ronald P., and Nora Moran. "Social marketing meets interactive media." International Journal of Advertising 30, no. 5 (January 2011): 815–38. http://dx.doi.org/10.2501/ija-30-5-815-838.

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Sharma, Prabhanjan, and Beaulah Soundarabai P. "Evolution of Social Media Marketing." IJARCCE 6, no. 3 (March 30, 2017): 147–51. http://dx.doi.org/10.17148/ijarcce.2017.6331.

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24

Constantinides, Efthymios. "Foundations of Social Media Marketing." Procedia - Social and Behavioral Sciences 148 (August 2014): 40–57. http://dx.doi.org/10.1016/j.sbspro.2014.07.016.

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25

Schüür-Langkau, Anja. "Social Media revolutioniert das Marketing." Media Spectrum 31, S13 (April 2011): 10–12. http://dx.doi.org/10.1365/s35173-011-0291-x.

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26

Soegoto, E. S., and A. T. Utomo. "Marketing Strategy Through Social Media." IOP Conference Series: Materials Science and Engineering 662 (November 20, 2019): 032040. http://dx.doi.org/10.1088/1757-899x/662/3/032040.

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27

Brocato, E. Deanne, Nathan James White, Kenneth Bartkus, and Ashley Ann Brocato. "Social Media and Marketing Education." Journal of Marketing Education 37, no. 2 (May 27, 2015): 76–87. http://dx.doi.org/10.1177/0273475315588110.

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Tsao, Wen-Chin, and Tz-Chi Mau. "Ethics in social media marketing." Aslib Journal of Information Management 71, no. 2 (March 18, 2019): 195–216. http://dx.doi.org/10.1108/ajim-04-2018-0080.

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Purpose Consumer-generated online product reviews (OPRs) have become a crucial source of information for consumers; however, OPRs are increasingly being incentivized. The purpose of this paper is to find a method of sponsorship and disclosure that could be considered ethically sound. Design/methodology/approach This study adopted a quasi-experimental approach to clarifying how the method of sponsorship impacts reader perceptions of OPRs in terms of helpfulness, credibility and purchase intention. Two experiments were performed on an online platform using data from 480 participants. Hypotheses were tested using analysis of covariance. Findings Meaning under the premise that sponsorship information is disclosed and not withheld from the readers, Study 1 revealed that experiential sponsorship is the best sponsorship. Study 2 revealed that featuring reviewers with greater influence in the online community increases the positive influence of disclosing experiential sponsorship on OPR persuasiveness. Originality/value The findings in this study provide rational incentives for firms to disclose sponsorship information, i.e. demonstrate high ethical standards in marketing. This was shown to create a win-win-win situation for consumers, firms and reviewers. Managerial implications for online marketing managers are also discussed.

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Berger, Hilary, and Christopher Thomas. "SMEs - social media marketing performance." International Journal of Web Engineering and Technology 11, no. 3 (2016): 215. http://dx.doi.org/10.1504/ijwet.2016.079037.

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Mas-Tur, Alicia, Ana Tur-Porcar, and Anna Llorca. "Social Media Marketing For Adolescents." Psychology & Marketing 33, no. 12 (November 11, 2016): 1119–25. http://dx.doi.org/10.1002/mar.20947.

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31

Joo, Soohyung, Namjoo Choi, and Tae Hyun Baek. "Library marketing via social media." Online Information Review 42, no. 6 (October 8, 2018): 940–55. http://dx.doi.org/10.1108/oir-10-2017-0288.

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PurposeThe purpose of this paper is twofold: to explore what kinds of social media content public libraries create to communicate with users online, and to examine the relationships between social media content types and corresponding levels of user engagement.Design/methodology/approachThe sample comprises 4,637 Facebook posts collected from 151 public libraries across the USA. The authors identified ten types of Facebook posts based on the open coding, and calculated the degrees of user engagement for each type of Facebook post, represented by the numbers of likes, shares and comments. Also, The authors examined the effects of the inclusions of images or video clips on user engagement.FindingsThe authors observed that the most frequent type of post was related to announcing upcoming events held in libraries. This study also found that posts about community news or emotionally inspiring messages elicited much engagement from users. Posts having an image or images tend to receive more user engagement.Practical implicationsBased on the findings of this study, the authors discussed practical strategies for public libraries to effectively use social media to better facilitate user engagement.Originality/valueThis study is one of a few attempts that examine the relationships between the types of social media content and the degrees of user engagement in public library environments. Also, the authors have proposed a coding scheme useful to analyze social media content in the context of public libraries.

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Minton, Elizabeth, Christopher Lee, Ulrich Orth, Chung-Hyun Kim, and Lynn Kahle. "Sustainable Marketing and Social Media." Journal of Advertising 41, no. 4 (December 2012): 69–84. http://dx.doi.org/10.1080/00913367.2012.10672458.

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Dwivedi, Yogesh K., Kawaljeet Kaur Kapoor, and Hsin Chen. "Social media marketing and advertising." Marketing Review 15, no. 3 (October 31, 2015): 289–309. http://dx.doi.org/10.1362/146934715x14441363377999.

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Chen, Chien-Wei, and Nai-Hwa Lien. "Social media and marketing effectiveness." Asia Pacific Management Review 22, no. 1 (March 2017): 1. http://dx.doi.org/10.1016/j.apmrv.2017.02.002.

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Mehmet, Mehmet (Michael) Ibrahim, and Peter Simmons. "Operationalizing social media in upstream social marketing." Journal of Social Marketing 9, no. 3 (June 3, 2019): 288–308. http://dx.doi.org/10.1108/jsocm-08-2018-0074.

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Purpose The purpose of this paper is to demonstrate how upstream social marketing may benefit from social media citizensourcing and improve understanding of community preferences and attitudes to policy. Using the case of shark management in New South Wales, Australia, this paper aims to understand community attitudes toward shark management policy-making and policymakers. Design/methodology/approach In February 2017, more than 11,200 comments were sourced from Facebook and Twitter using Netvizz, a data extraction tool. To analyze these comments, the study used an abductive framework using social marketing, wildlife and coexistence and policy literature, to determine context, themes and sub-themes. This was combined with Appraisal, a systemic functional linguistics framework, advocating a social reference for coding and analyzing community attitudes and preference. Findings Preferences for non-lethal measures over lethal or potentially lethal measures were noted, with new technologies highly favored. The online communities wanted a policy that was respectful of human and marine life and focused on patrolled or popular beaches. The main negative comments made related to perceived knee-jerk reactions and poor communication surrounding decision-making. People held little confidence in politicians’ skills and abilities to solve complex and multi-faceted problems, demanding less top-down decision-making and greater community input into policy formation. Practical implications This approach could assist upstream social marketers better understand social and community attitudes and preferences toward policy. Originality/value The study demonstrated that listening to community through digital channels can assist upstream social marketing understand community preferences and attitudes to policies and the policy-making process. Using abduction further broadens the perspective of the researchers in assigning meaning to commentary.

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Harshitha, Sirineni, Raashi Shetty, and Dr P. Swami Sairam. "Social Media Marketing: B2B Marketing via Nano Influencers." Journal of University of Shanghai for Science and Technology 23, no. 07 (August 1, 2021): 1377–87. http://dx.doi.org/10.51201/jusst/21/07335.

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The aim and objective of the authors is to explain and analyse the effect on business-to-business sector through nano influencer marketing. The authors explain about how companies can use nano-influencers for cracking a deal or selling products between two companies. Many companies do not use nano influencers for selling their brand products, but as everybody knows how important loyalty and a good engagement rate these influencers have with their customers are, one can consider and implement the same in the business as well. In this the authors have been done based on the interview method through telephonic calls, where the researchers interviewed the clients of serval reputed companies and collected their feedback on their sayings. The researchers have asked the clients several questions related to their marketing strategies, what do they think about influencer marketing and will they allow nano influencers to sell the products to other business companies. After collecting all the feedback, the researchers have analysed the responses and came up with solutions. The empirical aspect of the paper reveals that there is a strong pattern and a high probability for companies to use LinkedIn influencers in their business to expand their presence, boost overall revenue, and improve brand equity within companies.

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Skulme, Ronalds, and Valerijs Praude. "Social media evaluation metrics." Oeconomia Copernicana 7, no. 1 (March 31, 2016): 131. http://dx.doi.org/10.12775/oec.2016.009.

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Background. There are many methods how specialists can evaluate return of online marketing activities. Most of the methods out there are designed for versatile use, but each online marketing tool has its own unique specific metrics that should be taken into account when measuring the return of marketing activities. The Authors believe that the methods designed to evaluate online marketing activities should also be more specific. Hence, the Authors believe that more specific online marketing revenue determination methods should be proposed. Objectives. The aim of this paper is to propose a formula that can be used to evaluate the return of social media activities while taking into account different consumer purchase decision stages. Methodology. To achieve the aim of this paper, following research methods were used: theoretical literature analysis, expert surveys, grouping and statistical analysis methods. Data. The proposed formula was based on the data that was collected from theoretical literature analysis and expert surveys. Results. The main result of this paper was to propose a formula, which can calculate the return of social media activities while taking into account different consumer purchase decision stages. Main contribution of the paper. This paper offers a new approach to evaluating the return of social media activities, depending on which purchase decision process stage online marketing activity was meant to influence. This paper can be used as a basis for further research where social media activity revenue evaluation methods are discussed. Marketing specialists can use this paper as an example of how to evaluate the return of social media activities.

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Bansal, Manoj, and Satinder Kumar. "Impact of Social Media Marketing on Online Impulse Buying Behaviour." Journal of Advances and Scholarly Researches in Allied Education 15, no. 5 (July 1, 2018): 136–39. http://dx.doi.org/10.29070/15/57560.

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Lisdayanti, Annisa. "How to Reduce Plastic Waste by Using Social Media Marketing?" International Journal of Psychosocial Rehabilitation 24, no. 2 (February 13, 2020): 2789–94. http://dx.doi.org/10.37200/ijpr/v24i2/pr200575.

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Parida, Dillip Kumar. "Quantitative and Qualitative Factors that Influence Social Media Marketing Effectiveness." Journal of Advanced Research in Dynamical and Control Systems 12, SP3 (February 28, 2020): 807–13. http://dx.doi.org/10.5373/jardcs/v12sp3/20201321.

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41

Fisher, Eran. "‘You Media’: audiencing as marketing in social media." Media, Culture & Society 37, no. 1 (October 13, 2014): 50–67. http://dx.doi.org/10.1177/0163443714549088.

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Rrustemi, Visar, Egzona Hasani, Gezim Jusufi, and Dušan Mladenović. "Social media in use." Management 26, no. 1 (June 30, 2021): 201–17. http://dx.doi.org/10.30924/mjcmi.26.1.12.

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Information technologies have caused radical changes in many areas, they have also changed marketing activities. Today, marketing activities are carried out in digital environments, facilitating the work of companies and helping consumers around the world. Consumers get the right information and data about products and services much easier and faster, as well as access different forms of entertainment. Therefore, it can be said that the place of traditional marketing today has been replaced by digital marketing. This paper tries to shed some light on how consumers of Western Balkans and specifically in Kosovo, use social media and how those shape their attitudes, based on the uses and gratifications approach. This is the first paper from this region, which analyzes social media, based on the previously mentioned approach. Since research in the region was prohibitive for us, we selected a sample of 200 consumers from Kosovo, active on social media. The findings of this paper serve managers in better attracting online customers through social media.

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Budzanowska-Drzewiecka, Małgorzata. "Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej." Zarządzanie Mediami 9, no. 2 (2021): 281–96. http://dx.doi.org/10.4467/23540214zm.21.017.13412.

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The Challenges of Incorporating Social Media Marketing Within Integrated Marketing Communication The paper aims to systematise the modifications within the concept of integrated marketing communication, resulting from the usage of social media in the companies’ communication practices. Based on the literature review, the current challenges of integrating social media into marketing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communication through the evolving social media and the theoretical discussion on the conceptual framework of integrated marketing communication.

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Zhu, Yu-Qian, and Houn-Gee Chen. "Social media and human need satisfaction: Implications for social media marketing." Business Horizons 58, no. 3 (May 2015): 335–45. http://dx.doi.org/10.1016/j.bushor.2015.01.006.

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Abney, Alexandra K., Laurel A. Cook, Alexa K. Fox, and Jennifer Stevens. "Intercollegiate Social Media Education Ecosystem." Journal of Marketing Education 41, no. 3 (July 6, 2018): 254–69. http://dx.doi.org/10.1177/0273475318786026.

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The popularity of social media among students and practitioners has encouraged marketing educators to find ways to incorporate social media into their classrooms. We offer results from an intercollegiate collaboration that provides an innovative learning environment through a social media education ecosystem. Participating students discuss current marketing topics with peers, marketing practitioners, and faculty to reinforce course concepts, improve learning perceptions, and increase professional communication skills and networking opportunities. An initial exploratory study provides a snapshot of Twitter analytics, illustrating the reach of students’ marketing-related discussions. Next, survey data collected from students show increased learning satisfaction and favorable behavioral intentions. Finally, tweets from the 12-week project were analyzed using Linguistic Inquiry and Word Count. Results suggest that participants improved their professional communication skills while using language that provokes greater cognitive processes. Implications for marketing educators and future directions for the project are also provided.

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Veni, K. Krishna. "A Study on Social Media Marketing." International Journal for Research in Applied Science and Engineering Technology 8, no. 6 (June 30, 2020): 198–208. http://dx.doi.org/10.22214/ijraset.2020.6029.

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Wirtz, Bernd W., and Marc Elsäßer. "Social Media Marketing: Das Fallbeispiel Adidas." WiSt - Wirtschaftswissenschaftliches Studium 45, no. 09 (2016): 508–14. http://dx.doi.org/10.15358/0340-1650-2016-09-508.

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Wirtz, Bernd W., and Marc Elsäßer. "Social Media Marketing: Das Fallbeispiel Adidas." WiSt - Wirtschaftswissenschaftliches Studium 45, no. 8 (2016): 453–58. http://dx.doi.org/10.15358/0340-1650-2016-8-453.

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Mrs. R. Abarna and Dr. S. Vennila Fathima Rani. "Women Entrepreneurs in Social Media Marketing." GIS Business 15, no. 2 (February 9, 2020): 1–9. http://dx.doi.org/10.26643/gis.v15i2.18893.

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Businesses now a day are mostly digitalisation. The social media and online spirit are valuable assets of any business. Women’s are familiar and making standard marks in all fields. They realised the importance of marketing especially in e-commerce make it use for their successful venture. While developing a website or ecommerce shop make their customer friendly with their preference depending upon their taste such as colour ,health ,beauty ,maternity, etc., This paper focuses on women entrepreneur furthermore, the issues looked by them when they set up and dealt with their very own business in the aggressive world business condition.

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De Souza, Izabella M., and Sharmila Pixy Ferris. "Social Media Marketing in Luxury Retail." International Journal of Online Marketing 5, no. 2 (April 2015): 18–36. http://dx.doi.org/10.4018/ijom.2015040102.

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This study examines the potentials of social media marketing for luxury retailers. Social media marketing tactics of three luxury retail brands (Barneys New York, Net-a-Porter.com, and Saks Fifth Avenue) were examined across three major social media sites (Facebook, Twitter and Instagram). All posts by the three retailers' posts on Facebook, Twitter and Instagram were recorded on over the course of a week. A content analysis revealed that different social media networks may be effectively used in different ways by luxury retailers. Facebook allows for the greatest connection with consumers (all three retailers had the most followers on Facebook) while Twitter allows for the largest volume of posts; consumer feedback was highest on Instagram. Overall, social media marketing proved an effective, low-cost tool for the three retailers, with payoff well justifying the effort. For example, all three retailers had over 1,200 shares and retweets on Facebook and Twitter.

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