Marketing : Social Media, Social Me

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Marketing via social media is one of the most common things we face today. There are ads for many different companies on every social media outlet and because of the way the internet is wired, usually it is a product that you have just contemplated purchasing. In an academic journal titled, “Social Media, Social Me: A Content Analysis of Beauty Companies’ Use of Facebook in Marketing and Branding,” Bin Shen and Kimberly Bissell of the University of Alabama take a look into, “How beauty brands employ social media, particularly Facebook, to increase brand awareness and reinforce brand loyalty.” In doing so, their research asked six questions which are the following: RQ1) “What re the most popular and engaging post types on the Facebook…show more content…
Several things were taken into consideration such as the fact that the posts were subject to change due to the addition of comments or likes, some brands carry more than one type of product which constitutes for multiple postings, and the time of each posting. They categorized the posts made Monday through Friday between 9 a.m and 5 p.m as office hour postings and all others as non-office hour posts. They also included a weekend post category for Saturdays and Sundays. In relation to event related postings, they created 4 categories including, “events in the past, today, tomorrow, or in the future” and they also had categories for the anything product related, promotional, and entertainment. Furthermore, their research utilized descriptive analysis, ANOVA, and chi-square tests to analyze the research questions and obtain findings which included Estee Lauder having the highest posts related to entertainment at 63.2% and Clinique having the least at 26.2%. The most obvious form of entertainment was through asking open-ended questions to engage their followers and also providing feedback to keep the conversation going. RQ2 found that only 20 posts for the high-end brands involved any mention of a promotion, coupon, or giveaway and of those posts, MAC Cosmetics did not account for any of them and it was noted that most of them were involving a gift with purchase but not necessarily a
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