dc.contributor.author |
Deodhar, Meghana Vijay |
|
dc.date.accessioned |
2014-08-27T17:36:16Z |
|
dc.date.available |
2014-08-27T17:36:16Z |
|
dc.date.issued |
2014-06 |
|
dc.identifier.uri |
http://hdl.handle.net/1794/18141 |
|
dc.description |
91 pages. A thesis presented to the Department of Marketing and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Science, Spring 2014. |
en_US |
dc.description.abstract |
Social networking sites (SNS's) are a set of internet-based applications that
allow individuals to create content, connect with friends, and communicate with one
another. As these SNS's have evolved, marketers have realized the tremendous
untapped potential that these sites possess as a marketing tool due to their interactivity,
accessibility and efficiency. As the popularity of social media has increased, it has
given consumers a great deal of power to influence others in their social network
regarding a brand or company. Due to this shift, it is essential for companies to
understand when it is critical to use this medium and how to use it effectively. The
purpose of this thesis is to investigate when social media marketing is effective for
athletic apparel companies targeting female consumers. Social media not only serves to
strengthen the relationships that companies have with their core customers but, it also influence profits, if used effectively. |
en_US |
dc.language.iso |
en_US |
en_US |
dc.publisher |
University of Oregon |
en_US |
dc.relation.ispartofseries |
University of Oregon theses, Dept. of Marketing, Honors College, B.S., 2014; |
|
dc.rights |
All Rights Reserved. |
en_US |
dc.subject |
Social media |
en_US |
dc.subject |
Marketing |
en_US |
dc.subject |
Nike |
en_US |
dc.subject |
Adidas |
en_US |
dc.subject |
Facebook |
en_US |
dc.subject |
Twitter |
en_US |
dc.subject |
Nike Women's Division |
en_US |
dc.title |
To Like or Not to Like: When Social Media Marketing is Effective |
en_US |
dc.type |
Thesis / Dissertation |
en_US |