To Like or Not to Like: When Social Media Marketing is Effective

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.