Social Media Marketing in H & M Name University Social Media Marketing in H & M Background of Study Social media gives new and existing customers to have a direct relationship with brand representatives of a company. Many advertisers and marketers were used to conventional media types to reach new and existing clients as they compete amongst themselves. However the situation has changed with recent studies showing that many customers have turned to alternative media types specifically social media to search for products and services. The fact has become known among consumers and advertisers with internet advancing to web 2.0 allowing for a two-way online communication and generation of user content (Berthon et al. 2012). The social media platforms allow users to create and maintain social connections with other parties and establish individual social networks. Companies have taken advantage of social media to advertise their products and services and 41 (3/4) 327–348. Okazaki S. & Taylor C. R. (2013). Social media and international advertising: theoretical challenges and future directions. International marketing review 30(1) 56-71. Ostrow A. (2010). YouTube is the top social media innovation of the decade. Retrieved 4 December 2010 from source: mashable.com Rosen D. Stefanone M. A. & Lackaff D. (2010). Online and offline social networks: Investigating culturally-specific behavior and satisfaction. In Proceedings of the 43rd Hawai`i International Conference on System Sciences. New Brunswick: Institute of Electrical and Electronics Engineers Inc. (IEEE). Usunier J-C. & Lee A.L. (2009). Marketing Across Cultures. Harlow: Pearson. Varadarajan R. (2009). Strategic marketing and marketing strategy: domain definition fundamental issues and foundational premises. Journal of the Academy of Marketing Science 38 119-140. Veltri N.F. & Elgarah W. (2009 March). The role of national cultural differences in user adoption of social networking. Paper presented at the Southern Association for Information Systems Conference Charleston SC. [...]
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