How Fashion Companies Promote Themselves on Facebook

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UPPSALA UNIVERSITY Department of Business Studies Master Thesis Spring term 2010 Tutor: Peter Thilenius

Marketing and Facebook
How fashion companies promote themselves on Facebook

Arkvik Quiroga Isabel Bairakimova Kamila

Abstract
The social media are internet facilities where people can communicate and discuss through different websites or blogs. The social media has changed the world in many aspect and people are becoming more and more addicted to use these networks. People are fond of the social media because they can be social with a high number of individuals, both be real life friends, as well as strangers. Since the social media has grown to become so popular, companies have taken advantage of this as well. Their goal is to promote themselves through these networks as this can be very lucrative for the business. There are many different social media networks however this study will only be about Facebook. The aim of the study is to find out and describe how companies use Facebook for marketing purposes. An observation of how 34 fashion companies use Facebook for marketing purposes was carried out.

Key words: The social media, Facebook, The promotional mix, Advertising, Sales promotions, Events and Experiences, PR and publicity, Personal Selling, Direct Marketing, WOM, Observation

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Table of contents Introduction.................................................................................. 4 Outline ...................................................................................................................7

Literature review........................................................................ 7 The promotional mix ................................................................................................7 Advertising..............................................................................................................9 Sales promotion..................................................................................................... 11 Events and experiences .......................................................................................... 12 Public Relation (PR) and publicity ............................................................................. 13 Personal selling...................................................................................................... 15 Direct marketing .................................................................................................... 16 Word of Mouth marketing (WOM) ............................................................................. 17 Descriptions of the promotional mix and WOM ........................................................... 19

Methodology ............................................................................... 21 Choice of study ...................................................................................................... 21 Choice of literature................................................................................................. 22 Choice of industry .................................................................................................. 23 Observation .......................................................................................................... 23 The procedural of the observation ............................................................................ 24 Timescale of observation......................................................................................... 25 Companies used in the observation .......................................................................... 25 The reliability of the study....................................................................................... 26 Study-object for the observation.............................................................................. 27

Results ........................................................................................... 28...
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