Social Media As A Marketing Tool A Lit

University of Rhode Island

DigitalCommons@URI
Major Papers by Master of Science Students

Textiles, Fashion Merchandising and Design

1-1-2013

Social Media as a Marketing Tool: A Literature
Review
Holly Paquette
University of Rhode Island, [e-mail]

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Paquette, Holly, "Social Media as a Marketing Tool: A Literature Review" (2013). Major Papers by Master of Science Students. Paper 2. http://digitalcommons.uri.edu/tmd_major_papers/2 This Article is brought to you for free and open access by the Textiles, Fashion Merchandising and Design at DigitalCommons@URI. It has been accepted for inclusion in Major Papers by Master of Science Students by an authorized administrator of DigitalCommons@URI. For more information, please contact [e-mail].

Holly Paquette
Major Paper
Literature Review

Social Media as a Marketing Tool: A Literature Review

Introduction
In today’s technology driven world, social networking sites have become an avenue where retailers can extend their marketing campaigns to a wider range of consumers. Chi (2011,
46) defines social media marketing as a “connection between brands and consumers, [while] offering a personal channel and currency for user centered networking and social interaction.”
The tools and approaches for communicating with customers have changed greatly with the emergence of social media; therefore, businesses must learn how to use social media in a way that is consistent with their business plan (Mangold and Faulds 2099). This is especially true for companies striving to gain a competitive advantage. This review examines current literature that focuses on a retailer’s development and use of social media as an extension of their marketing strategy. This phenomenon has only developed within the last decade, thus social media research has largely focused on (1) defining what it is through the

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